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數位華語文學習產業國際行銷策略之研究-以A公司為例

The Strategies of International Marketing to the Digital Chinese Learning Industry A Case Study on "A" Company

作者:蘇華院
畢業學校:世新大學
出版單位:世新大學
核准日期:2010-09-10
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--shu....

中文摘要

在政府所公佈之「數位典藏與學習產業發展與推動計畫」的產業核心技術發展項目中,明顯揭露了「華語語言學習技術」與「典藏與學習產業國際行銷」,成為推動數位產業發展的主軸,並將是我國行銷世界的契機。在該第三期整合計畫中明確提出,自2008年至2012年,將大力輔導數位華語文學習產業,發展出具備世界經濟規模與市場目標的產品與服務。
由於中國大陸的商業經濟發展規模崛起,華語文學習產業,頓時成為國際注目的焦點。地理位置鄰近的日本與韓國因為商業依存發展的需求,紛紛制訂相關的華語文學習政策,提高華語文學習人口。在國際間,美國大學委會在近年來的重大教育發展項目上,高中皆有開設華語文學習(AP Chinese)課程的意願,以及開始進行華語文考試,因此帶動世界各國學習華語文的熱潮,使得華語文學習成為全球流行的學習趨勢。
台灣具備成熟的數位產業基礎與華語文學習的優勢,如能將華語文學習與資訊產業相結合,輔以創新數位科技與學習模式,將能建立一個行銷全球市場的教育科技產業鍊。循著此項全球性的趨勢與發展,本研究以研討華語文學習產業的國際行銷發展,並以國際發展的策略定位為產業界營運的主軸。
本研究將以A公司為例,以產業分析以及國際行銷市場調查為重點,隨著華語文的內容、平台與服務在世界擴散,將華語文學習產業在國際行銷的市場上定位,發展出全球行銷重要策略,其中包括研發出全方位產品、將數位能力行銷國際、成立全球華語文教學資源運籌中心。期望藉著本研究之結果,將其研發製成的數位華語文產品整合為具備國際競爭力的成熟產品,並且以國際行銷經驗與深入市場經營的分析資料提出建言,期望能成為數位華語文學習產業成功邁向國際舞台的最佳參考策略與建議。

英文摘要

In order to develop the digital industries, the government announces that the project of industrial development and promotion of digital archives and e-learning has exposed that Chinese language study technology and the international marketing of the digital archives and e-learning as the core technological development. In addition, the Chinese learning industry boosted mainland China. The fast development of the Chinese economy has only made Chinese learning a hit topic in the world. Japan and Korea, now have the largest number of people learning Chinese because of the close economic ties with China. Besides, the AP Chinese curriculums were adopted from the high schools, as well as started to carry on the AP Chinese test in USA. It s up surged that various countries join to study Chinese. Learning Chinese has proven itself a popular practice around the world now.
There are advantages for the mature digital industry base and the remarkable Chinese learning development. Chinese language learning industry is taking the lead with the information technology and digital learning model. Based on the trend, this study is mainly focused on the development and strategies for the international market. The study pattern will be deliberate for the A company s business project in research. It takes the industrial analysis as well as the international marketing market survey as the key point. Along with the content, platform and the service of Chinese learning, it locates the Chinese learning industry in the international market and also develops global strategies. It needs to develop the highly perfect product for the international market and become the global resource center. The research is expected which makes this study to being the best reference and suggestion to the marketing strategies.


委員 - 郭明煌

指導教授 - 廖鴻圖

委員 - 林建福


 

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