A Study of Business Strategies for Promoting Consumers’ Purchasing Willing-An Example of Junior Cram School for Students Enrolling in Senior High School

• Main Authors: Chiang, Li-Lin, 姜禮麟
• Other Authors: Chang, Chi-Cheng
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/7tf759

碩士 === 龍華科技大學 === 資訊管理系碩士班 === 106 === Although the tutoring school is facing the impact of 12-year compulsory education exemption and less child, according to the latest statistics of the Ministry of Education, the number of Chinese domestic literature/sciencetutoring school in the past five years still grow 20%, Despite the reduction of fertility rate and, school-age population the education unit promotes “No Exams Program” to relieve the students’pressure of pursuing further studies Neverthelss. The program did not cause the market shrink while the horizontal competition becoming white-hot. The literature/science tutoring school change the operation strategy and combine, with the resources of information learning era to create tangible and intangible advantages, so as to be able constantly develop opening up a new phase in the harsh stituation. This research takes currently tutoring situationand the theory of strategy as the main thinking idea. The research purpose is to discuss the literature/science tutoring schools take the alliance and digital teaching operating strategy to enhance consumer purchasing willing. With the reference analysis and investigation researching method, the research summarizes the correlations among promoting consumer purchasing willing and the consumer demand according to 7 strategic aspects which are “Alliance Awareness” , “Alliance Satisfaction” , “Teaching Resources of Alliance” , “Digitized Self-Learning Environment” , “Digitized Learning Resources” , “The Digitized Platform for Multivariate Evaluation”, and “Modular Teaching Materials.” The research specially conducted questionnaires survey to the junior high school students who participates the tutoring schools and their parents in Taoyuan. The demand of 7 aspects and the purchasing willingness of consumers are positive correlation from the analyzed results of questionnaires. This research contributes formal suggestions and basis and the results of research expect to provide reference for operation of tutoring school.