泰國具競爭優勢語言學習中心之商業計畫

Abstract

本篇論文為開設中文語言中心的商業計劃書，著重於打造語言教學事業的競爭力。中國在世界經濟中的重要性與日俱增，學習中文變成一件順應時勢的課題，因此帶動了中文語言教學市場的需求成長。然而，市面上許多已存在的中文教學機構皆大同小異，故本商業計劃書主旨在提供一個為客戶需求打造的差異化商品，與現有市場中的語言教學機構做出區隔。 我們需要藉由暸解和分析語言教學的市場環境，競爭對手，以及客戶群來建構打造差異化商品的策略。本篇研究首先會做市場環境的機會與挑戰分析，第二部分為研究競爭對手的策略和他們的市場定位，以及他們的強項及弱項，第三部分係分析顧客們對於現有中文教學機構的看法以及他們偏好的教學特性，藉由調查問卷的結果分析來制定計劃書，第四部分為計劃報告和財務計劃以及事業的未來發展規劃。本商業計劃書除了能夠套用在中文教學機構亦可應用於其他教學事業規劃，例如：其他語言教學機構，甚至是訓練學校或是補習班等。

This thesis presented the business plan of a Chinese language Center. The objective of this business plan is to create competitiveness in the teaching language business. Because this industry is growing and many factors also support this business opportunity, such as the world economy that China has a very important role so that everyone have to adapt themselves to the situation change. Hence, learning Chinese language has become a key factor to support the change. However, even if there are a number of Chinese language centers in the market, there isn’t a Chinese course that they have launched that differentiates from the rest of the market, so this business plan will provide a more differentiated product which respond to what customers want. In order to create this strategy, we have studied about the business environment, competitors, and customers and provided an analysis for each part. The first is an analysis of the business environment to see the opportunities and threats. The second part is a study of the competitors’ strategy and comparing their positioning, what are they good at and what are their weaknesses. The third part is a study about customers’ attitude toward the present Chinese language school and the key attribute that they are prefer, this data was collected thru questionnaire surveys and the results were analyzed for use in the implication plan. The fourth part presents the implication plan and financial plan of this business plan and also the future plan of the business. This business plan can not only be applied to Chinese language but also to other languages and even similar businesses such as training schools, cram schools, etc.