| Summary: | 碩士 === 國立政治大學 === 金融學系 === 106 === Dance sport entered Taiwan from the time of the Japanese occupation. For a century, Taiwan’s dance sport was only inferior to Japan and far ahead of Asian countries. However, over the past decade, due to various reasons, the dance sport industry in Taiwan has gradually shrunk.
The purpose of this paper is to explore the reasons why dance teachers still set up dance studio in a situation where the environment is not optimistic. This article will do a comprehensive analysis of the business model of dance studio. According to current and potential customer of dance studio, this thesis tried to find a pain point for marketing, and hoped to put forward some suggestions that the dance studio may need.
In this research, five results were found as follows. First, dance studio founder wants to adopt a disciplinary orientation at the beginning of the curriculum, focusing on guiding students to learn subjects. However, in practical operation, obstacles will force founder to change from a disciplinary orientation to a student orientation, focusing on the student's learning experience rather than the knowledge. Second, due to the differences between the characteristics of the dance, the diversification of courses is limited. Third, in the dance studio, the group courses adopt the competition-oriented pricing method, while the individual courses adopt the differential pricing method. Fourth, the decisive factors whether consumers are willing to join in the dance studio in order of priority are: the recommendation of friends and relatives, the atmosphere of the classroom, the content and price of the course, the conditions of the classroom. Therefore, oral propaganda is the most effective promotion method for dance studios. Fifth, in recent years, due to the economic contraction and the declining birthrate, the number and quality of dance teachers have been declining.
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