行銷工具對決策過程之影響研究:以選擇台北中文學校為例

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题名:	行銷工具對決策過程之影響研究:以選擇台北中文學校為例 The Impact of Marketing Mix on the Decision Making: An Example of Choosing Chinese Language School in Taipei City, Taiwan
作者:	寧麗 Sasai, Jeerapa
贡献者:	國際貿易學系
关键词:	Chinese language marketing mix decision making behavior Taiwan
日期:	2015-06
上传时间:	2015-08-18 10:20:05 (UTC+8)
摘要:	有超過830多萬人講普通話中國語文世界各地，使得具有中國語文技能是誰想要在國際機構工作，為時下人們一個主要的資格。來自台灣的國家統計數據顯示，自2006年到2014年，外國學生的數量在不斷增加，每年增加了其41％。研究結果顯示出調查結果的實證營銷組合因素和誰前來學習中國語言台北建議撥款的營銷策略，以支持累積，每年國際市場的國際學生的決策過程之間的關係。數據收集由400多名受訪者誰是外國留學生中國文化大學的漢語學習中心（中國文化大學）和普通話培訓中心國立台灣師範大學（國立台灣師範大學），分別位於大安區進行，台北。對數據進行描述統計分析，單因素方差分析（ANOVA）和皮爾遜積差相關。調查結果表明，該地方有最高水平得分為外國學生的決策的正相關關係，選擇中國的語言學校。此外，價格（如學費），產品（學校如可靠性）和推廣（如特殊折扣）也對決策在選擇學校的決定不同程度的影響。結果提供調查營銷組合因素和決策過程之間的關係的實證結果。累積的國際學生在台灣學習漢語時，此研究還提供了營銷的撥款建議。 There are over than 830 million people speak Mandarin Chinese language around the world so that having Chinese language skill is one major qualification for the people who want to work in international sector for nowadays. From Taiwan national statistics shows that since 2006 to 2014, the number of foreign student is continually increasing every year which increased 41 percent. The study result was shown empirical outcome of investigation the relationship between marketing mix factors and decision making process of the international students who came to study Chinese language in Taipei for suggest the appropriated marketing strategies to support the international market that accrue every year. The data collection was conducted by 400 respondents who are the foreign students in The Mandarin Learning Center of Chinese Culture University (中國文化大學) and Mandarin Training Center of National Taiwan Normal University (國立台灣師範大學) which are located in Da An district, Taipei. The data was analyzed by descriptive statistic, One-Way Analysis of Variance (ANOVA) and Pearson’s product moment correlation. The findings show that the place has the positive relationship with the highest level score to the decision making of the foreign students to choose the Chinese language school. Moreover, price (e.g. tuition fee), product (e.g. reliability of the school) and promotion (e.g. the special discount) also have different level influences on the decision making in choosing school. The result provides empirical outcomes of investigation in the relationship between marketing mix factors and decision making process. This research also provides the appropriated suggestions for the marketer when accruing international students to studying Mandarin in Taiwan.
显示于类别:	[國際貿易學系所] 博碩士論文

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