| dc.contributor.advisor | 何富年 | zh_TW |
| dc.contributor.advisor | Ho, Foo-Nin | en_US |
| dc.contributor.author (Authors) | 陳央凝 | zh_TW |
| dc.contributor.author (Authors) | Chatwadee Manakitpaisan | en_US |
| dc.creator (作者) | 陳央凝 | zh_TW |
| dc.creator (作者) | Manakitpaisan, Chatwadee | en_US |
| dc.date (日期) | 2021 | en_US |
| dc.date.accessioned | 2-Sep-2021 16:31:08 (UTC+8) | - |
| dc.date.available | 2-Sep-2021 16:31:08 (UTC+8) | - |
| dc.date.issued (上傳時間) | 2-Sep-2021 16:31:08 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0108933044 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/136903 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 108933044 | zh_TW |
| dc.description.abstract (摘要) | ECI is a language academy and business consultancy based in Bangkok, Thailand. Its motivation comes from the increase of people that see the importance of the Chinese language in their lives. Chinese is the most powerful language, with over 1,000 million users globally, and Thailand is the country where China invests in the most. The company aims to conduct Chinese language courses, to serve customers’ further education endeavors, and offers business language solutions for companies wanting to penetrate into Chinese-speaking countries. In this thesis, a business plan has been completed, along with research data and analysis to back up the forecasted business success. ECI would require 2M THB of investors’ initial investment, with a return on investment within the first year. | en_US |
| dc.description.tableofcontents | TABLE OF CONTENTS 1. Executive Summary 1 2. Introduction and Company Background 2 2.1. Motivation 2 2.2. General Company Description 5 2.2.1. Company Background and Company Overview 5 2.2.2. Name and Logo of Company 6 2.2.3. Mission Statement 7 2.2.4. Vision 7 2.2.5. Company’s Goal 7 3. Businesses and Services 10 3.1. Products and Services 11 4. External Analysis 13 4.1. Industry Overview 13 4.2. External Impact to Drive Industry Growth 13 4.2.1. Chinese to Education in Thailand 13 4.2.1.1. Top Leading Universities in Thailand with International Programs in Chinese Language Relations 15 4.2.2. Chinese to Business in Thailand 20 4.3. Competitive Analysis 22 5. Market Research 35 5.1. Questionnaire 35 5.2. Questionnaire finding results and analysis 42 5.3. Consumer’s Behavior Analysis 66 5.3.1. People’s Needs and Wants 66 5.3.2. Who Are Our Customers? 67 5.3.3. Where Do Consumers Buy? 67 5.3.4. Buying Behavior 68 6. Internal Analysis 69 6.1. SWOT Analysis of ECI 69 6.2. TOWS Matrix Strategy 74 7. Marketing Plan 77 7.1. Business Scenario 77 7.2. Business Model Canvas of ECI 79 7.2.1. Key Partners 79 7.2.2. Key Activities 82 7.2.3. Key Resources 82 7.2.4. Value Propositions 89 7.2.5. Customer Relationships 90 7.2.6. Channels 91 7.2.7. Customer Segments 93 7.2.8. Cost Structure 94 7.2.9. Revenue Streams 95 7.3. Brand Positioning 95 7.4. 4P’s Marketing Mix Strategy 96 7.4.1. Product 97 7.4.1.1. All Product Offerings 98 7.4.2. Price 101 7.4.3. Place 104 7.4.4. Promotion 105 7.5. CSR Marketing 110 8. Operational and Management Plan 111 8.1. Operational plan for Building Brand Awareness 111 8.2. Operational Plan for Creating Sales 113 8.3. Operational Plan for Developing Standard of Business Services and Products 114 9. Organization Chart and Structure 116 9.1. Organization Chart 116 9.2. Roles and Responsibilities 117 9.3. Management Profiles 119 9.4. Compensations and Benefits 120 9.5. Training Programs 121 10. Financial Statement 122 10.1. Legal Form of Business 122 10.2. Breakdown of Shareholder Structure 123 10.3. Revenue Estimation 123 10.4. Operating Expenses and Selling Expenses 125 10.5. Cost of Goods Sold and Net Profit 127 11. Future Initiatives 128 12. References 129 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0108933044 | en_US |
| dc.subject (關鍵詞) | 中文 | zh_TW |
| dc.subject (關鍵詞) | 語言學院 | zh_TW |
| dc.subject (關鍵詞) | 商業諮詢 | zh_TW |
| dc.subject (關鍵詞) | 進階中文 | zh_TW |
| dc.subject (關鍵詞) | 商用中文 | zh_TW |
| dc.subject (關鍵詞) | 中泰語言國家 | zh_TW |
| dc.subject (關鍵詞) | Chinese language | en_US |
| dc.subject (關鍵詞) | language academy | en_US |
| dc.subject (關鍵詞) | business consultancy | en_US |
| dc.subject (關鍵詞) | Chinese for further education | en_US |
| dc.subject (關鍵詞) | Chinese for business | en_US |
| dc.subject (關鍵詞) | Thai-Chinese speaking countries | en_US |
| dc.title (題名) | ECInspirationTH, 語言學院和商業諮詢 | zh_TW |
| dc.title (題名) | ECInspirationTH, Language Academy and Business Consultancy | en_US |
| dc.type (資料類型) | thesis | en_US |
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| dc.identifier.doi (DOI) | 10.6814/NCCU202101292 | en_US |
