Although more and more people have paid more attention on doing exercise and golf has been getting popular in the domestic day by day, people attend on the golf courses do not increase. In addition, the competitions between the same businesses cause the earnings in each field has glided down largely each month. Therefore, this research would focus on the positioning management in the golf courses, and the questionnaires has designed by the theory of the positioning strategies and build the empirical model via Analytical Hierarchy Process (AHP). The data used by this paper are from the field survey and analysis the key factors of the positioning management in eleven golf courses in middle Taiwan. The 33 sampling questionnaires have provided and effective samples are 33. As result, the eleven golf courses have ignored the strategy of the positioning in order to lose lots of customers. Therefore, the golf courses have to pay more attention on the positioning strategy as the golf courses in the foreign countries do to increase the customers. The results has gotten in this research as following: (1) Market positioning: the most important factor that the golf course managers have thought is personnel service; therefore, the personnel needs to pay more attention on the manners in various ways. (2) Brand positioning: service personnel?s specialty should take seriously. (3) Product positioning: the superintendents have thought the quality in the fields should be well considered in every detail.
