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博碩士論文 etd-0624108-160047 詳細資訊
Title page for etd-0624108-160047
論文名稱
Title
出版產業之英文教學師訓活動對於顧客品牌忠誠度之影響-以英商牛津大學出版社(台灣分公司)之英文教學教師訓練研討會為例
The Effect of Brand Loyalty for Customer in Publishing Industry of English Teaching of English Teacher Training Activities– With Oxford University Press (Taiwan Branch) English Teacher Training Seminar As an example.
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
73
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2008-06-15
繳交日期
Date of Submission
2008-06-24
關鍵字
Keywords
滿意度、忠誠度、英語教學出版產業、行銷組合、教師訓練研討會
satisfaction, marketing mix, teacher training seminar, publishing industry of English teaching, loyalty
統計
Statistics
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中文摘要
摘要
英文教學出版產業隨著政府政策的解套,外商出版社紛紛在台設立辦事處,加上人民對英文教育的重視,使得英文教學出版產業興起,隨著受重視的程度加深,使得產業內的競爭十分的激烈。外商出版社從過去一直擁有較高的市場占有率,直到近幾年因受連鎖補習班的興起衝擊、本土的出版社運用在地優勢和檯面下的活動,使得外商出版社生存面臨十分大的挑戰。

隨著英文教學出版產業的變遷,消費者是否仍然維持舊有的消費習慣或是改變,將影響出版社的經營和推廣的方式,本論文的架構以「英商牛津大學出版社(台灣分公司)」的行銷組合為主軸,探討運用過去的推廣方式是否仍具效用,由參與動機為始,以研討會、產品、價格、推廣、通路、忠誠度此六個構面來設計問卷,經由實證分析結果,提供給「英商牛津大學出版社(台灣分公司)」做為行銷略策之參考。

研究發現:
1.參與者大多數的參與動機為增加教學經驗。
2.參與者對於教師訓練研討會本身因素的滿意度高,皆達70%以上。
3.參與者對於教師訓練研討會整體滿意度高且繼續參與研討會和推薦他人,也明顯相關。。
4.參與教師訓練研討會和購買教材有高度關係。
5.參與者對於促銷的滿意度最差,其它產品、價格和通路滿意度皆達65%以上。


關鍵字:行銷組合、英語教學出版產業、忠誠度、滿意度、教師訓練研討會
Abstract
Abstract
Because the government’s control over the publishing industry of English teaching has loosened, foreign companies start to set up agencies in Taiwan. In addition, due to more attention on English education by the public in recent years, the potential market of the publishing industry becomes larger; publishing companies try to share the benefit of the huge market, so the competitions in the industry also become extremely drastic. The foreign publishing company has kept higher market share until the chain of cram school raised and the native advantages plus tricks used by the local publishing companies. Thus, the foreign publishing companies now face a big challenge of “live or die”.

The structure of the thesis is focused on the marketing mix of Oxford University Press (Taiwan Branch). The outset is the motivation, and a questionnaire is designed to investigate the six dimensions of marketing mix including seminar, product, price, promotion, place and loyalty. The interview was also carried out to complement and intensify the empirical analysis. The result is used to build the constructive marketing strategy for Oxford University Press (Taiwan Branch) to offer the reference of the company’s business strategy.

The results came from the research are:
1.For the most participators, their motivation of participation is increasing their teaching experiences.
2.Participators are highly satisfied with the teacher training seminar and all the factors are over 70%.
3.If participators have high satisfaction with entirely teacher training seminar, they are willing to continue to participate in the seminar, and will recommend the seminar to other people.
4.Participating in the teacher training seminar and buying teaching products have high correlation.
5.Participators are unsatisfied with promotion activities, but the satisfaction with product, price and place are over 65%

Keyword: marketing mix, publishing industry of English teaching, loyalty, satisfaction, teacher training seminar.
目次 Table of Contents
目錄
摘要 I
目錄 IV
圖目錄 V
表目錄 V
第一章 導論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究對象及範圍 4
第二章 文獻探討 5
第一節 銷售策略 5
第二節 研討會銷售: 14
第三節 文獻小結與評述 30
第三章 研究方法 32
第一節 研究架構 32
第二節 資料收集 33
第三節 問卷設計 35
第四節 資料分析方法 36
第四章 資料分析 37
第一節 樣本結構分析 37
第二節 資料分析 39
第五章 結論與建議 53
第一節 結論 53
第二節 實務上之建議 56
第三節 研究限制與未來研究方向 58
參考文獻 60
附錄:問卷內容 62


圖目錄
圖2-1行銷類別 5
圖2-2銷售程序的階段和步驟 7
圖2-3各種協議策略的比較 10
圖2-4公司銷售中心與顧客購買中心間轉換過程 10
圖2-5銷售策略的架構 11
圖3-1研究架構圖 32
圖4-1教師訓練研討會各項因素滿意表 41
圖4-2產品各項因素滿意表 47
圖4-3價格因素滿意表 49
圖4-4促銷各項因素滿意表 50
圖4-5通路各項因素滿意表 51

表目錄
表2-1產業行銷與消費行銷差異 6
表2-2戰術/諮詢銷售模式步驟 13
表3-1活動問卷發放與回收分析 34
表4-1教師訓練研討會有效樣本之基本資料統計表 38
表4-2英文老師參與教師訓練研討會的動機分析 39
表4-3教師訓練研討會各項因素滿意度排列表 44
表4-4教師訓練研討會本身因素與繼續參加教師訓練、推薦其他人參加和整體滿研討會之相關矩陣 45
表4-5教師訓練講座之整體滿意度變項之相關係數矩陣 46
表4-6參與教師訓練講座與購買書籍分析表 46
表4-7顧客忠誠度各變項之相關係數矩陣 52
參考文獻 References
參考文獻
一、中文部份
1.蕭鏡堂(1999),產業行銷學,12-13, 117,華泰文化事業公司
2.倪德玲(2006),雅芳直銷極速致富,14-15, 124-126,大利文化
3.Maclnnis, Hoyer原著 劉典嚴 吳靜芳 謝惠娟譯 (2003),消費者行為,5普林斯頓國際出版.
4.瓦廉(Robert E.Wayland),科爾(Paul M. C),邱振儒譯 (2000),客戶關係管理 : 創造企業與客戶重複互動的客戶聯結技術,10,商周文化出版.
5.Katler, Philip原著 方世榮譯 (1993),行銷學管學,78,東華書局
6.何偉安(1994),跨國出版業與兩岸出版業的進入與合作模式之研究-以高等教育圖書為例,國立中山大學管理學院國際高階經營碩士學程碩士在職專班碩士論文
7.劉玲君(1993),大學出版社之經營模式之研究,國立中山大學傳播管理研究所
8.傅家慶(1994),台灣出版產業之發展策略之研究,南華大學出版事業管理研究所
9.http://www.starbucks.com.tw/home/ 台灣統一星巴克股份有限公司網站
10.http://www.justherb.com.tw/jh/default.asp 台灣草香集股份有限公司網站
11.http://www.wyeth.com.tw/ 台灣惠氏股份有限公司網站
12.http://www.opi-nail.com.tw/ 美傑仕國際股份有限公司-台灣OPI網站

二、英文部份
1.Jolles, Robert L. (2005), "How to Run Seminar & Workshops -Presentation Skills for Consultants, Trainers & Teachers. Third Edition." WILEY, 9-10, 115-119
2.Karasik, Paul (1994), "Seminar Selling - the Ultimate Resource Guide for Marketing Financial Services." IRWIN Professional Publishing, 1, 9-10, 23-34 115-129
3.Calvert, Philip (2005), "Successful Seminar Selling - the Ultimate Small Business Guide to Boosting Sales and Profits through Seminars and Workshops." How To Books Ltd,, 17-46, 63-81, 170-181.
4.Wotruba, Thomas R. and Simpson K. Edwin (1992), "Sales Management Text & Cases Second Edition." PWS-KENT Publishing Company,282-295, 540-541
5.Gerald, L. M. and L. R. Barry (2007), Selling Today - Creating Customer Value. Pearson, 13-15
6.G. Hughes, David, McKee Daryl, and Singler H. Charles (1999), "Sale Managment - A Career Path Approach." South-Western college publishing, 47
7.Ingram, N. T., W. R. Laforge, and Charles, Schwepker, H. Jr. (1997), "Sales Management Analysis and Decision Making Third Edition." The Dryden Press, 133-135, 138-142, 517-519
8.Dalrymple, J. D. and L. W. Cron (1995), "Sales Management Concepts and Cases Fifth Edition," Wiley & Sons, Inc., 97, 173
9.Dalrymple, J. D. and L. W. Cron and DeCarlo E. Thomas (2004), "Sales Management 8th Edition." John Wiley & Sons, Inc., 394-395
10.Dalrymple, J. D. and L. W. Cron and DeCarlo E. Thomas (2006), "Sales Management 8th Edition." John Wiley & Sons, Inc., 127
11."The Sales Presentation - how it's done," (2007), Management Services, 51 (Winter), 28-32.
12.Curtis, Steve (1986), "Marketing through Seminars," ABA Journal, 72 (01), 62.
13.Deis, Karen (2007), "How to Run a Realtor Seminar," Broker Magazine, 9 (07), 38
14.Rakes, Thom D. and Ann E. Parkhurst (1986), "Planning and Presenting Career Development Seminars," Journal of Career Development, 13 (Fall), 30-8.
15.Iskowitz, Marc (2007), "Advair Sales Strategy Shifting in 2007," Medical Marketing & Media, 42 (02), 26-30.
16.McCarthy, Tom (2004), "Sales Strategies for the Good Times," Lodging Hospitality, 60 24-31.
17.Hall, Ron (2006), "Step-by-Step Sales Success," Landscape Management, 45 (10), 78-85
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