| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 104 === This study explores the language education marketing strategy. Through the case study, we can understand the current situation in the English training industry and how they operate and develop in the future. Meanwhile, we studied literature in education, business management, and marketing strategies. From the study, we explore the management and marketing strategy of language cram schools. From our conclusions of the study, we will provide findings and recommendations to the industry and other language schools’. In addition, through interviews taken by the owners and employees, we will aware of the language cram school business organization, dulture, and its mode of operation. In the interview process, we contacted three owners, one supervisor, two teachers, three parents, one clerk, three students, and two experts , a total of fifteen interviews. The analysis of the interview as follows:
One：The analysis of the language learning business：
A：The market is still in demand, but the industry is in competitive: In accordance with the domestic after-school tutoring/ learning, the English learning population is over 50%. This is, regardless of the students’ English motivation for learning English.
B：Low birth rate and 12-year compulsory education has been factors in change. The impact of the declining birthrate is significant, not only in the after-school industry, but also in the public school.
C：Business strategy adjustment and change: Financial analysis, and centralized product competitiveness strategy, and paper work and service will cause resources to be reduced.
D：New marketing strategy: Marketing strategy must adjust with time. In the past, we always think if we make product perfect, and provide quality service, the customers would come.
Two：Language cram school marketing strategy and customer’s motivation are highly related
A： The language marketing strategy need a positive target
B： Understanding the customers’ request and providing the right product
C： Creating customer value and enhance customer satisfaction
Three：Enhance language cram school service quality relation to customer relationship
A： The characteristics of service industry adjustment
B： Enhance service quality and customer relatiopship based on good communication
Keywords：cram school, tutorial, declining birthrate, marketing strategy
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