文理短期補習班行銷組合策略之個案研究

• Main Authors: Chen Hsiu Hao, 陳秀鶴
• Other Authors: 何俊青
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/19135899915563467936

碩士 === 國立臺東大學 === 教育學系(所) === 102 === Case Study of Marketing Strategy Combinations of the Short Term Liberal Arts and Science Schools Chen Hsiu Hao Abstract This study investigated the marketing strategy combinations of the short term liberal arts and science schools, which used the interview to understand the present status of the marketing strategy combinations of the short term liberal arts and science schools, and proposed the specific recommendations based on the results of the study to accomplish the purpose of the study to make the results more sufficient (complete). According to the subject of the study, there are three main purposes: 1. To discuss the contextual factors of the marketing strategy combinations when the cram school implements them. 2. To analysis the implementing methods of the school marketing strategies combinations. 3. To propose the specific recommendations for the enrollment difficulties of the case study schools based on the results . First, investigate the meaning, methods, implementing and plight of the school marketing strategies by collecting the documents and literature. Then interview 2 managers, 2 teachers, 2 parents and 2 students. Last, base on the information of this study, the conclusions and recommendations are as follows. 1. In product strategy aspect, courses should be omni-directional. Creation of diverse courses should organize more demos for students. 2. In price strategy aspect, provide to pay by installments, credit card or the other promotions. To compare the tuition with the other schools to maintain the most appropriate tuition. 3. In path strategy aspect, set up dedicated website to offer more information for students and parents. To present more lectures for parents to attend. 4. In spread strategy aspect, take advantage of multimedia features to create the excellent image of running a school. Accomplish the propagating effect by making use of interpersonal relationships. 5. In staffs strategy aspect, establish the concept of marketing and staffs’ cooperation attitude. To train teachers for business continuity. Staffs’ communication ability and service attitude can be the assessment basis of teachers selecting. Keywords: short term schools, marketing strategy combinations, operation strategies