線上中文課程平台行銷企劃之研究

現在有許多外國人因為嚮往中國文化而希望能夠學習中文，但因為各種因素卻找不到適合的學習環境。本研究發現了這個現象，運用評估研究法設計了一個「線上中文學習平台」，提供給對學習中文有興趣的外國人使用。本平台的課程由喜愛中文教學的台灣民眾自行錄製並上傳至平台，供學習者在線上播放學習。本平台尚與台灣觀光旅遊業者合作，發行各種台灣旅遊的折價券，只要學習者完成了課後測驗，即可依課程的難易度與分數的高低兌換折價券。本研究首先對次級資料進行分析，再進行消費者情報分析，接著依據分析結果擬定7P行銷策略。本研究希望能藉由本平台的建置，不僅讓學習者更有動力地學習中文，更希望藉此提高台灣觀光客的數量，促進台灣觀光業的繁榮。

關鍵字

網際網路；社群媒體；線上學習平台；留學生；台灣觀光業

並列摘要

Nowadays, many foreigners want to learn Chinese because they yearn for Chinese culture, but they cannot find a suitable learning environment due to various factors. This study found this phenomenon and used the evaluation research method to design an ＂online Chinese learning platform＂ for foreigners who are interested in learning Chinese. Taiwanese people who love Chinese teaching and uploaded to the platform for learners to learn Chinese online record the courses on this platform. The platform is still cooperating with Taiwan tourism and tourism operators to issue various discount coupons for Taiwan tourism. As long as the learners complete the post-class quiz, they can exchange the discount coupons according to the difficulty and score of the course. This study hopes that the establishment of this platform will not only make learners more motivated to learn Chinese, but also hope to increase the number of tourists in Taiwan and promote the productive value of Taiwan's tourism industry.

並列關鍵字

Internet ； social media ； online learning platform ； international students ； Taiwan's tourism industry

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