課補教業品牌價值、社群口碑行銷、體驗行銷對於消費意願之影響

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Title:	課補教業品牌價值、社群口碑行銷、體驗行銷對於消費意願之影響 The Impact of Brand Value, Word-of-Mouth Marketing and Experiential Marketing on Consumer Intention in Supplementary Education Industry
Authors:	朱加君 CHU, CHIA-CHUN
Contributors:	企業實務管理數位碩士在職專班
Keywords:	補習教育課後照顧中心消費意願品牌價值社群口碑行銷體驗行銷 supplementary education afterschool education consumer intention experiential marketing brand value word-of-mouth marketing
Date:	2024
Issue Date:	2024-11-27 14:55:52 (UTC+8)
Abstract:	本論文研究針對台灣國小至高中補習教育及課後照顧中心產業的品牌價值與社群口碑行銷、體驗行銷對於消費意願之影響進行探討，依據主計處2021年的統計，台灣教育產業年產值約1400億，自2000後生育率下降台灣人口結構出現變化，近年來隨著少子化現象，2020年起出生人口低於死亡人口數，幼兒兒童的人口數也隨之減少，影響基礎教育之學生數外，導致學校因為學生數不足而面臨合併或關閉的命運，此衝擊不僅是體制內各級學校，體制外的補習教育、課後照顧中心產業亦受到波及；在少子化、人口結構改變、學生來源分散等變因下課補教產業面臨的嚴峻挑戰，因此改變營運策略與模式以達永續經營目標。本研究針對課補教產業營運策略以創造品牌價值，利用社群口碑行銷、體驗行銷對於消費者之就讀意願產生影響，透過便利抽樣問卷調查，再以SPSS進行統計數據分析，進而驗證三者之間的交互關係、與作用對於消費意願之影響。 This study investigates the brand value, social media word-of-mouth marketing, and experiential marketing of Taiwan's supplementary education industry for children from primary to secondary school levels, and their influence on consumer willingness. With an annual output value of approximately NT$140 billion, Taiwan's supplementary education industry faces significant challenges due to declining birth rates and changes in population structure. These challenges not only affect the number of students in basic education but also impact industries such as supplementary education, including cram schools and after-school care centers. This paper examines how the supplementary education industry responds to declining birth rates, changes in population structure, and the dispersal of students from urban and rural areas. It addresses the industry's challenges in terms of limited resources, changing operating models, and achieving sustainable development goals. The study focuses on how the supplementary education industry can create brand value and utilize social media word-of-mouth marketing and experiential marketing to promote consumer trust and willingness to consume supplementary education services. Through a questionnaire survey and SPSS analysis, the interactive relationship and impact on consumer willingness among brand value, social media word-of-mouth marketing, and experiential marketing are investigated.
Appears in Collections:	[Master program of business administration in practicing] thesis

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