| 摘要: | 在中國大陸宣佈經濟開放後，各行各業的國際業者相繼進入中國市場，尤其在2001年加入WTO後，更呈現出百家爭鳴的情況，鑑於中國大陸經濟蓬勃發展，人民富有，而且對於下一代的教育也逐漸重視，教育市場的能量與發展潛力不但是機會，也充滿著風險與挑戰。如何在中國大陸市場中生存和發展，又以何種行銷策略搶佔市場或區隔市場，創造出更好的經營績效，是本論文研究的主要動機。 本研究首先探討個案A公司進入中國市場的動機與時程，然後就其對地點的評估與選擇進行探討，再進一步依據Root（1987）與Kotler對國際市場進入模式做分析，最後，探討個案A公司進入中國大陸之行銷策略及其未來策略的規劃與發展。本研究屬於探索性研究，以個案分析，質性研究的方法進行。資料的蒐集主要以次級資料與該公司創辦人深入訪談彙整而成。 本研究綜合文獻及個案研究結果，得到以下結論，可做為個案公司在未來制定行銷策略時的方針。第一、同業競爭者的驟增及多角化經營，造成經營環境的惡化；第二、未利用自身的優勢，而以削價競爭為主要策略；第三、宣傳方式太依賴傳統的DM夾報及宣傳海報；第四、忽略家長挑選學校的主要因素。 針對個案公司在中國未來發展，本研究提出以下建議：第一、引進國際新教育理念但顧及本土化之原則，以符合社會需求；第二、忌「降價搶市」；第三、持續投資及因應環境調整策略；第四、多角化經營，擴展服務專案。After China announced its economic liberalization, all international sectors of industries begin pouring into this market and igniting more hyper-competition in this market, especially in year 2001 when China joined WTO. Due to a booming economy development in China, Chinese are becoming rich and are more willing to put emphasis on their children’s education. The potential in the education market is not only an opportunity, but also a risk and challenge. So how to survive and grow in this market in China, and with what marketing strategy to grab this market share or diverse this market to create better performance, which will be the main motivation of this study here. This study firstly reviews the motivation and timeframe of A company entering China market, then giving a further digest on its site evaluation and selection. Being analyzed by applying a model built by Root and Kotler (1987), a marketing strategy and future deploy planning in China market of A company are discussed. This study is a pioneer study, and to analyze the case study with fundamental theories. Furthermore, all data in this study is gathered by the sub-level data and the personal interview with company founders. Having a summary from references and research results, this study also offers some conclusions and the guideline of future marketing strategy for the company in the case study. First, increasing competitors and the diversification has worsened the whole market environment. Second, regard the price competition as the first policy instead of the self-advantage implementation. Third, the promotion relies too much on the traditional DM and posters. Fourth, the main reasons why parents would choose schools are neglected. For future plans of the company in the case study, this study has proposed following recommendations. First, implement a more international education perspective with the consideration of localization to meet the demand from the society. Second, never easily do the price reduction to gain the market share. Third, work on long-term investment by adjusting policies to the market environment. Fourth, enhance the diversification to extend the service. |
