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论文编号：	3504
作者编号：	2120084026
上传时间：	2011/6/17 3:34:07
中文题目：	台湾U-Baby大陆市场拓展策略研究
英文题目：	U-Baby Institutions in Taiwan to P.R.C.''s strategy of market expansion
指导老师：	张金成
中文关键字：	儿童教育;竞争策略;市场细分;品牌定位;连锁事业
英文关键字：	Children’s education; Competitive strategies；Market segmentation； Brand positioning；Franchise business
中文摘要：	社会变迁的既定过程，唯有透过教育才能让孩子具有生存于社会的潜能，也仅有教育才能使人将来拥有适应环境、开拓前途的能力。现今两岸儿童教育事业之产业结构相同处即是政府的角色至为重要，然相关法令尚未发展健全及全球化的趋势改变竞争生态，产业结构之相异处即两岸师资学历及教学方式上的明显差异，在竞争策略相同处为因应目标客群的不同，应实行「市场区隔化」以及建立品牌来形成「赢者全拿」的优势，至于竞争战略相异处经检讨系台湾U-BABY机构重视「教学服务」，大陆现今市场较注重「目标市场定位」。如何让台湾经验发挥于大陆地区之幼教产业，经由竞争策略分析与订定，达到顺利开拓市场并永续经营的企业目标。 针对以上背景，本文在阐明研究意义和研究动机并对相关理论进行回顾和评析的基础上，首先探讨了中国海峡两岸儿童教育的发展历史和市场特征，论述了台湾U-Baby教育机构的发展历史和经营现况并对其传统的竞争策略和优势开展了分析；进而，通过对大陆儿童教育市场进入障碍和U-Baby大陆市场进入优势的分析，以市场细分、营运模式、进入渠道和品牌定位等方面研究提出了U-Baby大陆市场的进入策略。最后研究提出了U-Baby在台湾本土，为支持其向大陆市场的拓展所应采取的一系列策略，其主要是采用经由低成本策略与差异化策略之融合，以连锁事业经营模式作为其进入大陆地区发展之策略。
英文摘要：	Through education not only let children has the potential to survive in the society that changed gradually, but also can have the abilities to adapt the environment and develop future. Now in children’s education market the government plays the very important role and is the same at both districts, but the undeveloped well relevant laws and globalization trends changed competition environment. The differences are the teacher’s qualifications and teaching methods. In competitive strategies, the same ways are that “Market Segmentation” depends on different target consumers and “Winner-Take” builds from brands. The differences are that U-BABY institution in Taiwan emphasis on “Teaching Service” and the market in P.R.C. focus on the “Target Market Positioning”. How to play Taiwan’s early childhood education experience in P.R.C. and through analyze and formulate competitive strategies to achieve the business goals that developing market and sustaining operation. For the background, this paper clarifies the research meaning and the motivation. After reviewing and commenting the relative statements, I expound the children’s education development history and market characteristics between Taiwan and P.O.C. After that, it discusses the U-BABY institution’s development history and operating situation, then, analyzing the U-BABY institution’s traditional competitive strategies and advantages. Then, I analyze the market entry barriers and entry advantages, make some strategies for the U-BABY institution that plans to develop in P.R.C. The strategies include “Market Segmentation”;” Operation Model”; Entry Channel” and “Brand Positioning”. In the end, this study gives a series of strategies that the U-BABY institution should do them in Taiwan before developing P.R.C. market to support the plan. It is mainly used by the integrations of low-cost strategy and differentiation strategy, in order to cause chain business model that will be a strategy to help the U-BABY institution enter the P.R.C market.
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