| Summary: | 碩士 === 世新大學 === 傳播研究所(含博士班) === 91 === The “college entrance examination” of our education system is always hidden with great business opportunities. Especially the huge high school graduate population has formed a magnificent profit source of running any peripheral business – like entrance exam tutoring institutions, College Fairs… etc.
There were always more than 100,000 people registered for the college entrance exam ever since it was established. And it was definitely a big annual event since it was always the newspaper headline when it took place until it became history when it was replaced by in 2002. But the economic potential of the high school graduates is still very inspiring and challenging for businessman.
China Times has realized that the high school graduates not only have to prepare for the exam but also need to know how to apply to the best school they could attend based on their exam score. China Times have held College Fairs every year since 1995 to provide some help/guidance to the high school graduates on this subject. And this event has earned much positive comments from the public throughout the years.
The writer would name the China Times College Fairs as one of the best education conventions held domestically and/or internationally. China Times not just uses its powerful media, it utilizes the “Integrated Marketing” concept – integrate all the available resources to promote this event. Writer thinks the “integrated marketing” strategy has brought positive influence for this event – the well connected public/press relationships of China Times have made this event well publicized.
Besides analyzing the whole process of the College Fair, writer also find that the “Integrated Marketing” strategy was only exercised partially. Writer would like to use this article to demonstrate the “theory ( Integerated Marketing )” and the “actual implementation ( College Fair )” and to provide some pointers for other hosts of similar activities in the future to maximize the profit of “Integrated Marketing”.
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