台灣留學代辦機構推廣國際文教的服務行銷策略之研究

論文摘要自世界貿易組織WTO(World Trade Organization) 將教育納入服務業貿易項目以來，教育的產業和商品特質被強化，再度引發國際教育市場新一波的競爭。由於現在留學、遊學以及打工度假正盛行，而交給代辦業者可以協助過濾學校、提供個人諮詢代辦服務，所以，近幾年台灣的留學代辦機構，逐年增加。本論文的研究目的即在以服務行銷的概念架構分析留學代辦機構在國際教育推廣上的策略。研究中透過半結構式訪談法及文件分析方式，來進行研究資料的蒐集與分析。依據資料分析之結果，本研究獲致以下結論: 一、留學代辦機構採行之外部行銷:1.網路行銷，口碑相傳2.傳播媒體、廣告和電台策略。二、留學代辦機構採行之內部行銷:1.專業至上和服務熱忱2.專門訓練指導員工和傳授工作技能。三、留學代辦機構採行之互動行銷:1.強化客製化的服務品質，將不同類型的顧客進一步轉換成忠誠的顧客2.以誠信為本。四、留學代辦機構差異化經營: 1.國外知名學校的代理權2.提供語言證照課程3.專業的顧問4.良好的售後服務。五、留學代辦機構可以與教育部和學校的國際事務相關處室合作。根據研究結論可知，留學代辦機構若強化其服務行銷策略之外部行銷，與教育部和大學合作發展健全之國際文教市場，可提升台灣留學代辦機構在國際文教市場的服務品質與競爭力。本研究發現留學代辦機構之於教育部以及國內大專院校分別存有的溝通難題為：留學代辦機構認為教育部對於留學相關政策立場不明確且模糊，國內大專院校認為留學代辦機構的商業氣息太重，因此留學代辦機構(營利部門)與教育部(政府部門)和國內大專院校(非營利部門)必須要強化跨部門的溝通協調，使能達到合作目的。

關鍵字

服務行銷；外部行銷；內部行銷；互動行銷；留學代辦機構

並列摘要

Abstract Since WTO included the education as an item of service trade, it does not only highlight the property of education as merchandise but also cause a new wave of competition in the international education market. Right now, because study abroad, study tours, and working holiday are prevalent, combined with agencies which can help filter schools, provide individual counseling, and in charge of matters, in recent years, Taiwan's study abroad agencies are increasing year by year. This research aims to employ the service-marketing framework to analyze the post-WTO development of international education. Through these qualitative interviews and documents, the researcher obtained a data collection and data analysis. Based on the results of data analysis, this study reachesthe following conclusions: 1. The study abroad agency is adopting external marketing: 1. “Internet Marketing” and “Word of Mouth”, 2. Media, Advertisement, Radio. 2. The study abroad agency is adopting internal marketing: 1. Professional first & friendly service, 2. Specialized in training employee or teaching job skills. 3. The study abroad agency is adopting interactive marketing: 1. Enhancement of tailor-made service and trying to further converted different types of customers into loyal customers, 2. Sincerity-oriented. 4. The study abroad agency’s difference operations: 1. Authaity of ageacy well-known foreign schools, 2. Language license courses, 3. Professional advisors, 4. Good after-sales service. 5. The cooperation between study abroad agency and the Ministry of Education and Office of International Affairs. According to the research , if agencies can strengthen the external marketing of service marketing ,and coperate with them to develope a sound and international culture and educational market ,as well as improve their survice quality and competitiveness in this market. This research find out that the communicative problem agencies think ministry of education and colleges in Taiwan should take care of is that ministry of education stands in an ambigious way regrading related policy ,while colleges think agencies are too commerical. Therefore, all this three institutions should intensify their communication in order to reach the goal.