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    題名: 教育服務業整合行銷策略之探討
    The research of integrated marketing communications for educational service industrythe research of integrated marketing communications for educational service industry
    作者: 林芳宜
    Fang ,Yi Lin
    貢獻者: 洪順慶
    Horng, Shun Ching
    林芳宜
    Fang ,Yi Lin
    關鍵詞: 整合行銷
    網路行銷
    投資報酬率
    服務滿意度
    品牌績效
    顧客忠誠度
    Integrated Marketing Communication
    Internet Marketing
    Return on Investment
    Customer Relationship
    Brand Development
    Customer Royalty
    日期: 2009
    上傳時間: 2010-12-08 01:58:23 (UTC+8)
    摘要: 台灣長久以來的補習文化，偏向於填鴨式的傳統教室學習方法，而近年來由於網際網路的發達，web 2.0的技術精進，使得利用網路互動的機率越加頻繁，線上學習成為未來語言學習的趨勢。此研究中，藉由實體語言學習機構與線上語言學習機構之整合行銷組合的不同，了解整合行銷策略與業績表現是否有絕對性的正面幫助，並探討其所創造的品牌價值、溝通效益、服務品質、與顧客忠誠度之間的關係。

    而網際網路亦使傳統行銷方式受到衝擊，網路行銷成為現今行銷策略的趨勢，有別於舊有的傳統行銷方式，網路行銷提供沒有國界的資訊交流，便利即時的回覆機制，以及完整的成效分析。現今企業對於網際網路的運用已漸趨成熟，透過網路與顧客溝通，成為最有效率及效能的互動模式。值得注意的是，網路溝通較難依法管理，對於可能產生的負面效益，需要嚴密監督並控管。

    主要研究結論為：兩個個案均顯示整合行銷策略經由市場機制不斷產生變換，並直接影響來客率及簽約率。而網路行銷較傳統行銷成本更低，且更容易追蹤並分析每個來源的投資報酬率，媒體置換時間可依照點擊轉換率的表現而縮短，即時性與有效性都增高。網路行銷的溝通語言可依顧客屬性而客製化，針對個人一對一的溝通模式也容易形成較佳的顧客關係，因此品牌忠誠度高，續約率以及轉介率皆同時提昇。
    In this research, through two separate projects, I will expound on the difference between the integrated marketing strategy employed by location-based language institutes and by web-based language institutes, and their positional marketing strategies versus profit performance. I will also examine the brand value, potential clients’communication channels, and customer loyalty maintenance created by traditional and online marketings, as well as the possible ramifications of ever-changing marketing mediums. Can these marketing models effectively and efficiently increase profit, build customer relations and loyalty, and decisively influence the management of brand image?

    The world-wide-web has not only impacted traditional marketing, but has become the preferred communications, and unlike the traditional, it provides borderless information exchange and real-time feedback for comprehensive performance evaluation. As companies mature in their use of the world-wide-web, they are able to utilize the internet to communicate with customers to foster an efficient and effectual interaction.

    Main conclusions are as follows: both projects suggest that integrated marketing communications continue to change with market systems, and directly influence the number of customer visits and the rate of conversion. Online marketing is inexpensive in contrast to the traditional, and is much easier to track for return-on-investment analysis, thereby allowing for more rapid change of advertisement slots according to performance, raising the responsiveness and return. Online marketing communication can be customized to appear more personal and achieve better customer relations, which in turn increases brand loyalty and referral rate.
    "書名頁……………………………………………………………………I
    中文摘要……………………………………………………………… II
    英文摘要………………………………………………………………III
    致謝辭………………………………………………………………….IV
    論文目錄………………………………………………………………..V
    表目錄………………………………………………………………….VI
    圖目錄…………………………………………………………………VII

    第一章　緒論………………………………………………………………………8
    第一節　研究背景與動機…………………………………………………………8
    第二節　研究目的與問題…………………………………………………………11
    第三節　研究方法…………………………………………………………………12
    第二章　文獻探討…………………………………………………………………13
    第一節　行銷活動的定義…………………………………………………………13
    第二節　整合行銷的探討…………………………………………………………15
    第三節　溝通效益與品牌權益……………………………………………………23
    第四節　服務品質、顧客滿意與忠誠度…………………………………………27
    第三章　個案介紹…………………………………………………………………41
    第一節　市場概況…………………………………………………………………41
    第二節　個案分析…………………………………………………………………51
    第四章 資料分析與研究發現……………………………………………………57
    第一節 營運策略比較……………………………………………………………57
    第二節 整合行銷方案……………………………………………………………60
    第三節 未來建議作法……………………………………………………………64
    第五章　結論與建議………………………………………………………………68
    第一節 研究結論…………………………………………………………………68
    第二節 研究建議…………………………………………………………………70
    參考文獻……………………………………………………………………………71
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    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    97932027
    98
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    資料類型: thesis
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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