臺灣才藝補習班面臨內外環境因素衝擊影響之經營策略—以「音樂童年」文教經營為例

文化大學機構典藏 CCUR > 商學院 > 全球品牌與行銷碩士在職學位學程 > 博碩士論文 > Item 987654321/53059

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题名:	臺灣才藝補習班面臨內外環境因素衝擊影響之經營策略—以「音樂童年」文教經營為例 The Business Strategy of the Talent Cram Schools in Taiwan facing Effect of Environment Factors: the Management of Peekaboo Kids Music as an Example
作者:	鄭喬尹
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	音樂童年品牌行銷經營策略才藝補習班 music childhood brand marketing
日期:	2023
上传时间:	2024-02-29 12:15:56 (UTC+8)
摘要:	臺灣的「音樂舞蹈類才藝教室」在近年，隨著國人經濟能力增加、社會整體氛圍變化與家長思維認知變遷下，家中有孩童的家庭對於學習才藝的接受度也跟著逐漸增長，多數孩子在成長過程中，普遍曾經學習過音樂舞蹈類才藝。筆者本身自營幼兒音樂舞蹈之連鎖企業「音樂童年」教室多年，且同時擔任此企業的品牌行銷經理，由工作職務上之業務分派經驗，有感於當代臺灣在音樂舞蹈之補教類之補教產業所面臨的招生困境，基於營運職務責任，而希望透過此一論文研究，找尋突破困境之行銷策略方向。本篇研究首先介紹音樂童年文教品牌，接著敘述音樂童年文教品牌現行之行銷策略與活動，並整理出音樂童年文教的現況以及目前所面臨的困境，並探究出如何透過品牌行銷經營策略及永續經營的管理模式。 In recent years, Taiwan's "Music and Dance Talent Classrooms" have seen an increase in the economic capacity of the people, changes in the overall social atmosphere, and changes in the thinking and cognition of parents. Families with children at home have gradually increased their acceptance of learning talents, and most children are growing up. During the process, everyone has learned music and dance talents. The author himself has operated the "Music Childhood" classroom of the children's music and dance chain enterprise for many years, and at the same time served as the brand marketing manager of this enterprise. Based on the business assignment experience in the job position, I feel the supplementary education of music and dance in contemporary Taiwan. The recruitment dilemma faced by the education industry is based on the responsibility of the operating position, and it is hoped that through this thesis research, we can find a marketing strategy to break through the dilemma. This study first introduces the music childhood culture and education brand, then describes the current marketing strategy and activities of the music childhood culture and education brand, sorts out the current situation and current difficulties of the music childhood culture and education, and explores how to use the brand marketing strategy and sustainable management mode of operation.
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