數位華語教學廠商營運模式—以NTUtorMing為例

中國大陸經濟快速成長掀起全球華語熱的風潮，加上資訊科技的進步，數位學習的趨勢也已形成；不少廠商著眼於數位學習的優點，順勢推出數位華語教學的服務，期望在華語學習需求成長快速的期間搶占市場。以線上真人互動英語教學聞名的公司麥奇數位科技與台大華語研習所(ICLP)結合二者在線上教學及華語教學上的長處，推出數位華語教學服務—NTUtorMing，本研究之主要目的即是為NTUtorMing發展未來的營運模式。經本研究蒐集次級資料分析整合的結果，得出數位華語學習產業的特性有五項，其一為整體大環境佳，其二為知識密集型產業，其三為與資訊科技產業依存度高，其四為獨占性競爭市場，其五為競爭程度高。在國際市場上本研究依據華語學習的市場規模、市場成長率、政府政策、平均國民所得及數位化程度五項條件，得到美國、日本、韓國及法國是目前最具發展潛力的國際市場的結論。建議NTUtorMing未來的營運模式分為四個構面：第一是核心價值，NTUtorMing的核心價值為完全客製化的華語學習課程以及專業及高品質的華語教學。第二是外部市場，NTUtorMing未來宜以美國、日本、韓國、法國做為第一優先進入的國際市場，並以企業市場為主要目標。第三是企業活動，分為研發、執行及事後服務三個部份，由台大負責教務，麥奇數位負責技術及營運部份。第四是財務收支，收入模式則以計次收費及訂閱收費為主。

關鍵字

華語教學；數位學習；營運模式

並列摘要

The trend of learning Chinese and e-learning over the world result in the emergence of Chinese e-learning providers who hope to posses the market share as large as possible during the growth period. NTUtorMing is a Chinese e-learning provider which will be operated by International Chinese Language Program (ICLP) of National Taiwan University, which is a professional Chinese-teaching institute, and TutorABC, which is good at on-line tutoring. The main purpose of this research is to constructing the business model for NTUtorMing. According to the analysis results, we concluded that there are five features in the Chinese e-learning industry: positive environment, knowledge-intensive industry, high IT reliance, monopolistic competition market and high competition, and we also selected four countries which have the most potential to developing Chinese e-learning market: United States, Japan, Korea and France. We constructed the business model for NTUtorMing by four dimensions: core value, external market, business activities and financial model. The core values of NTUtorMing are professional Chinese teaching and customized teaching program. We suggested that NTUtorMing take US, Japan, Korea and France markets as the first priority and target the business market. The business activities can be separated into three main parts: R&D, execution and after services, ICLP manages academic relevant activities and TutorABC is responsible for the technology and operation. In the financial model, the main revenue models are utility model and subscription model.

並列關鍵字

learning Chinese ； e-learning ； business model

參考文獻

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數位華語教學廠商營運模式—以NTUtorMing為例

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