| Summary: | 碩士 === 暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 100 === Abstract
In recent years the English-training industry has vigorous development in cross-strait market. Mainland China's child population is about 1/7 of the total population, plus only-child trend addition, and the market’s international trend, so there is a strong demand for children English-training industry. In the thesis, we aim at the Mainland China children English-training market to investigate the market supply and demand, the risk assessment of the market, location selection, business and brand construction strategy. The thesis has several main research purposes:
1. How the children English-training market develops in Mainland China?
2. How to make proper risk management and location selection?
3. How to make business and brand building strategy in the investment management process?
4. What are the market opportunities and challenges about the children English-training market? And how to face it?
Through the literature reviews and cases study, we find that:
1. There are about six people assume one child's investment in education. It's estimated that over a thousand billion potential market volume. But relatively competitors are more and more, the related institutions has more than 50,000 in Mainland China now.
2. The risks assessment of the industry mainly include: (a) homogeneous service and less innovation (b) low threshold and easy to be replaced (c) the operational risks of investment, finance, human resource management etc.
3. Financial considerations of investment contain the cost of opening funds and equipments, personnel costs, the franchise fee and the risk reserves. And based on different brands the lowest funds need at least 1.5 to 3 million.
4. Business and brand construction strategies include: (a) to provide diversified and professional products / services to deliver the total solution image. (b) to combine the actual and virtual marketing channels. (c) to distribute in different size and level of the city to create more extensive and stronger brand image.
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