| dc.description.abstract | In a customer-oriented age, the competitive environment stimulates enterprises to use different marketing strategies to acquire more and more customers. Within marketing strategies, the most common way to attract customers is either to build up a good brand image, or to manipulate the price. Today, more and more enterprises make use of the membership system to maintain their customer relationship management. Whenever they try to gain more members joining in, some of them adopt a free membership system while others charge different membership fees for different classes of members. As a whole, the membership system is used to increase company’s revenue.
The main purpose of this study is to understand different strategies and membership systems used among different companies within the high-end information education industry. This study targets company A and B, as they both have a good image and a trustworthy word-of-mouth. Company A is one of the four largest software companies in Taiwan, who grow with its customers by providing high service value. On the other side, company B is a well known company set up 20 years ago. It not only has an excellent local brand in the field of education, but also cooperates with foreign companies such as Microsoft、CISCO and so on by providing related certificate courses. This study mainly compares the differences between these two companies in terms of the marketing strategies used and the membership system. In addition, the study will deep into the willingness of participating in the membership system, under the influence of distinct marketing strategies.
After a thorough interview and analysis, the study concludes with the following points:
1. A good product strategy can increase customer loyalty and companies can attract more customers by enhancing product and service quality.
2. As the entrance barriers of such industry are quite low, there are numerous competitors with many similar products, which lead the market share to be quite low.
3. As to the price strategy, most companies use lots of discounts and promotions to increase the number of loyal customers.
4. In terms of the customer relationship, companies should have a complete CRM system, in order to provide accurate and active service or products according to customers’ needs. | en_US |