本論文是以台灣兒童美語教育産業為研究對象,借由企業經營,品牌發展及行銷策略三類文獻來剖析台灣的品牌行銷及經營策略。 其研究架構以台灣加盟連鎖品牌的市場構面來評估外部的機會與威脅,在透過産業構面來檢視個品牌的優勢與弱勢,歸納出台灣兒童美語補教産業在面對國際化及少子化的趨勢下,可行的經營策略及品牌行銷。 最後運用個案分析來探討其經營模式及未來可能的發展及面臨的挑戰。綜觀台灣兒童美語補教産業在過去30年來,各領導品牌的美語教學不管是教學方式或教學標準,在學習時間的比例上皆以才藝方式進行,學習美語的概念僅停留在以升學考試或英檢為終極目標,導致學習成效的持續性有限,然而在因應品牌國際化的趨勢下,更應以美語為工具不斷的創新與追求品質,為台灣知識經濟成長創造國際競爭力。
This research studies the Taiwan children English education industry sector by examining its branding, marketing, and management practices. Over several decades’ development, the Taiwan children English education industry as a whole has encountered an unprecedented challenges in terms of international competition and the declining domestic fertility rate. As so, a new way to reexamine its business strategies is then crucial for the sustainability of the industry. Integrating the perspectives from enterprise management, brand development, and marketing areas, this study proposes a holistic approach to examine the business strategies on Taiwan children English education. A case study is conducted by applying such approach; the results are discussed.