龍騰文化－I Am Back

Lungteng Cultural-I Am Back

邱光輝(Kuang-Hui Chiu) ； 許建隆(Chien-Lung Hsu)

《管理評論》 29卷2期 (2010/04) Pp. 19-37

https://doi.org/10.6656/MR.2010.29.2.CHI.19

摘要

龍騰文化位居我國高中、職教育用書的龍頭。個案公司在面對我國少子化將對高中、職教育用書市場所造成大幅萎縮的衝擊，思索是否要重新進入大專院校的教育用書市場。
本文藉龍騰文化思索重新進入大專院校用書市場的情境，從行銷觀點來討論龍騰文化是否要進入大專院校市場及其可行的進入策略。首先說明個案公司的專長及優勢。再說明高中、職和大專院校用書市場的異同點。再以行銷策略的STP 流程、行銷組合(4P)及、Ansoff 的產品－市場矩陣及多角化策略等理論，探討個案公司重新進入大專院校市場的可行進入策略。

關鍵字

STP 流程 ； 行銷組合 ； 多角化策略

並列摘要

Lungteng Cultural Co., Ltd. is a leader in publication of high school/vocational school textbooks in Taiwan. In face of the drastic shrinkage of the market of high school/vocational school textbooks caused by declining of birth rate, this company is contemplating if it should re-enter the market of textbooks for university/college education.
Based on the context in which Lungteng Cultural considers re-entry into the market of textbooks for university/college education, this study examines if it is a right decision and finds feasible entry strategies from the marketing perspective. The specialties and strengths of this company are described first. Later, similarities and dissimilarities between the markets of textbooks for high school/vocational high school education and university/college education are analyzed and explained. Finally, marketing strategies and theories, including the STP process, marketing mix (4P), Ansoff's product/market matrix, and the diversification strategy are employed to investigate feasible market entry strategies for the case company.

並列關鍵字

STP Process ； Marketing Mix ； Diversification Strategy

參考文獻

文建會（2004），「文化創意產業發展計畫」，（accessed August 15, 2009），[available at http://web.cca.gov.tw/creative/page/main_02.htm]

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