目標行銷之研究 以H補習班為例

• Main Authors: WENG CHIUNG YAO, 翁瓊瑤
• Other Authors: 鎮明常
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4n5nme

碩士 === 國立中正大學 === 企業管理學系碩士在職專班 === 106 === The study takes H cram school as the research object. First, it aims to help cram school owns apply market targeting strategies to create their own niche markets in the competitive environment. Next, it proposes some recommendations as a reference for those who would like to be engaged in supplementary education. So that they could establish better business strategies and increase competitiveness. Through the literature review, this study of market targeting is to outline different segmented variables and find the best way to segment the target market. One or more market segments are selected to enter, after evaluating the result of marketing segment’s attractiveness. According to the target market to make company’s position. In addition, it discusses how to maintain and create market competitiveness, and how to evaluate the service quality and customer satisfaction. In case study and teaching guidelines, we could find how market segmentation analysis helps companies find the feasible schemes which was under the competitive environment and limited resources through the factual presentations and disclosures of problems. Choosing the correct target market and identifying company’s position can clearly achieve an appropriate position on customes’ mind. Company must have successful developments and customers loyalty by providing better qualities, service, and reliability. The study proposes a process of target marketing. Then it discussed how finding company’s position could help those cram school owners make a better marketing decision.