本研究以「用兩小時，換一場球、一瓶酒、一段好談話」為核心命題，探討高端室內高爾夫會所在台北市大直商圈之差異化商業模式與市場可行性。體驗經濟浪潮下，高淨值消費族群對時間效率、極致隱私與生活風格社交之需求日益殷切，然現有市場供給呈「教學導向型」與「大眾娛樂型」兩極化，高端精品化缺口尚未被有效填補。
本研究採個案研究法，以混合方法蒐集資料：線上問卷有效樣本143份、深度訪談13位受訪者（企業主／高階主管9位、高球圈專家4位），及三間標竿競品（A公司、B公司、C公司）實地觀察共5次，形成方法論三角檢證，提升研究信效度。
在策略層面，本研究提出「High-Touch & High-Tech 雙軸差異化模式」：以低調質感商務空間美學建立品牌護城河，形成「帶客戶來此即代表有品味」之心理認同；結合24小時智慧無人化系統壓縮人力成本並強化隱私體驗。依問卷結果（逾65%偏好現代簡約風格），以質感商務風取代原規劃之歐美復古主題，運用BMC、Porter差異化及藍海策略框架系統性驗證價值主張。
在財務層面，以初始CAPEX NT$3,595,000、時租NT$1,500為基準建立雙情境五年模型：保守情境（使用率30%→40%）回本約40至42個月，五年累計現金流約NT$254萬；積極情境（使用率40%→50%）回本約27至28個月，累計約NT$665萬。損益平衡點為月使用率18.5%（約89小時／月），財務韌性顯著。
研究結論顯示，單包廂、質感商務空間與紅酒社交之組合可建立穩固錯位競爭優勢；100%無人化營運契合高淨值客群隱私需求，且數位系統資產使第二店CAPEX降至約NT$3,095,000，奠定輕資產連鎖擴張基礎。

This study examines the differentiated business model and market feasibility of a premium indoor golf club in Taipei's Dazhi district, centered on the proposition: "Two hours — a round of golf, a bottle of wine, a meaningful conversation." High-net-worth consumers demand leisure venues combining time efficiency, privacy, and lifestyle socializing, yet the market remains polarized between instruction-focused and mass-entertainment facilities, leaving the premium boutique segment unaddressed.
Data collection comprised 143 questionnaires, 13 in-depth interviews, and 5 field observations across three competitors (A Company, B Company, C Company), forming methodological triangulation.
This study proposes a High-Touch & High-Tech dual-axis model: refined business aesthetics build brand differentiation, while a 24-hour unmanned system reduces costs and enhances privacy. Survey findings (65%+ preferring minimalist aesthetics) informed a strategic pivot validated through BMC, Porter's differentiation, and Blue Ocean Strategy.
Based on CAPEX of NT$3,595,000 and hourly rate of NT$1,500, the conservative scenario yields payback in 40–42 months; the optimistic scenario in 27–28 months, with a break-even at 18.5% monthly utilization (~89 hours/month).
The single-suite, refined-aesthetic, wine-social model creates sustainable competitive positioning, with second-location CAPEX reducible to ~NT$3,095,000, enabling asset-light expansion.

中文文獻
鉅亨網（2023）。2023年台灣高爾夫運動白皮書。取自 https://news.cnyes.com/news/id/5093311
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