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| Title: | 線上學習產品之策略行銷4C分析－以C公司為例
Strategic Marketing Analysis of E-learning platform: A Case Study of Company C |
| Authors: | 蒼慶
Tsang, Ching |
| Contributors: | 巫立宇
林智偉
Wu, Lei-Yu
Lin, Chih-Wei
蒼慶
Tsang, Ching |
| Keywords: | 商業模式
策略行銷4C
線上學習平台
數位學習課程
企業訓練
Business model
4C Framework of strategic Marketing
E-learning platform
Learning and Development Department |
| Date: | 2022 |
| Issue Date: | 2022-10-05 09:21:18 (UTC+8) |
| Abstract: | 近年自學風潮盛行，隨著數位科技發展再加上影音平台的崛起，使越來越多不論是年輕學子、青年上班族甚至是中高年齡的主管、退休人員，對於線上學習課程產生興趣，也促進了線上學習平台的興起。自2020年新冠肺炎疫情爆發，企業、學校大幅減少了群體聚集的課程活動，台灣在2021年5月一度進入長達快三個月的三級警戒，大部分的民眾在當時幾乎足不出戶，除學校、企業將訓練課程轉為線上化外，更多人有多餘的休閒時間可以在家進修，人們對於線上學習快速增加大量需求，進而促成了線上學習平台的迭代與轉變。
本研究探討的個案線上學習平台「C公司」，針對特別的市場區隔與目標客群創造、提供、傳遞價值主張。本研究利用商業模式圖(Business Model Canvas, BMC) 解構C公司的商業模式要素，並以策略行銷4C架構分析C公司處理四類阻礙對面對競爭對手與對顧客交易成本的作法，最後結合BMC模型與4C架構，探討C公司成功經營的關鍵因素，並提出進一步優化商業模式、提升競爭優勢的作法。
本研究發現，C公司在線上學習平台的產業中，明確建立出自己的價值主張與品牌定位，並透過BMC模型裡的內外部價值活動、資源與對象，能直接影響目標客群感受到的獲益，有效降低成本、提升效益；悠久的品牌優勢與良好企業名聲，再加上企業本身的公關實力與強大的內容產出團隊，使消費者更容易被C公司的服務吸引，且信賴該公司的產品品質，並且降低消費者購買的疑慮，將消費者對品牌本身的信任複製到線上學習平台的產品，另外以會員專屬優惠經營養客模式，增加消費者對C公司的專屬陷入成本；利用強大的公關實力與知名企業家講師對接式C公司經營的關鍵資源與夥伴，在滿足消費者需求與提升服務品質的同時，成為C公司傳播的利器。最後，C公司的關鍵活動，不只是為滿足消費者需求而提供線上學習的課程，其營運宗旨系在於傳承產業知識與職場技能，提升普遍台灣年輕一代、中高階經理人的軟實力、硬實力，進而幫助整體社會提高競爭優勢，使台灣企業在國際上能更有優勢，以創造價值、提升不可取代性。
In recent years, the trend of self-learning has become popular. With the development of digital technology and the rise of streaming platforms, more and more young students, young office workers, and even middle-aged and senior managers and retirees are interested in online learning courses, which also promotes The rise of online learning platforms. Since the outbreak of the new crown pneumonia epidemic in 2020, enterprises and schools have greatly reduced course activities in group gatherings. In May 2021, Taiwan entered a three-month alert for nearly three months, and most of the people hardly stayed at home at that time. In addition to schools and enterprises turning training courses online, more people have spare leisure time to study at home, and people have rapidly increased demand for online learning, which has led to the iteration and transformation of online learning platforms.
The case-based online learning platform "C Company" discussed in this study creates, provides, and delivers value propositions for specific market segments and target customers. This research uses the Business Model Canvas (BMC, Business Model Canvas) to deconstruct the business model elements of Company C, and analyzes Company C`s approach to dealing with four types of obstacles, facing competitors and transaction costs to customers with the 4C framework of strategic marketing, and finally combines BMC Model and 4C structure, discuss the key factors for the successful operation of C company, and propose ways to further optimize the business model and enhance the competitive advantage.
This study found that, in the industry of online learning platform, Company C has clearly established its own value proposition and brand positioning, and through the internal and external value activities, resources and objects in the BMC model, it can directly affect the target customer group`s perceived benefits. Effectively reduce costs and improve efficiency; the long-standing brand advantage and good corporate reputation, coupled with the company`s own public relations strength and strong content production team, make it easier for consumers to be attracted by the services of company C and trust the company. It also reduces consumers` doubts about purchasing, and replicates consumers` trust in the brand itself to the products of the online learning platform. In addition, the exclusive discounts for members through the nutrition customer model increase the cost of consumers` exclusive trapping in company C; using The strong public relations strength and the well-known entrepreneur lecturers are the key resources and partners of the C company`s operation. While meeting the needs of consumers and improving the service quality, they have become a powerful tool for the C company`s communication. Finally, the key activities of Company C are not only to provide online learning courses to meet consumer needs, but also to pass on industrial knowledge and workplace skills, and enhance the soft and hard power of the younger generation, middle and senior managers in general in Taiwan, and then help the overall society to improve its competitive advantage, so that Taiwanese enterprises can have more advantages in the world, so as to create value and enhance irreplaceability. |
| Reference: | 中文文獻
- 行政院主計總處(2022)，最新統計指標，檢自: https://www.dgbas.gov.tw/point.asp?index=1
- 巫立宇、邱志聖 (2021)，銷售與顧客關係修訂版，新陸出版社
- 邱志聖 (2014)，策略行銷分析:架構與實務應用第四版，智勝出版社
- Cheers編輯部，線上學習上看12兆元商機，上網日期2021年7月20日，檢自: https://www.cheers.com.tw/article/article.action?id=5099811
- Admin & Kim，E-learning紅什麼？談趨勢和產業特性，上網日期2020年2月20日，檢自: https://cornerstonevc.tw/e-learning-industry-analysis/
- Osterwalder & Pigneur (2010)，《商業模式新生代》，機械工業出版社 |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363058 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110363058 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201541 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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