地區性多層次傳銷鋼琴家教體系行銷策略模式之個案研究

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Title:	地區性多層次傳銷鋼琴家教體系行銷策略模式之個案研究
Other Titles:	A Case Study on the Marketing Mix of Regional MLM Piano Lessons for Home Tuition
Authors:	張嘉珣 CHANG, CHIA-HSUN
Contributors:	林佩冠 LIN, PEI-KUAN 經營管理學系碩士在職專班
Keywords:	少子化;行銷策略;多層次傳銷鋼琴家教體系;鋼琴家教;4大行銷理論 4Ps of Marketing;Multi-level Marketing;Home Piano Lesson;Declining Birthrate;Marketing Strategy
Date:	2023
Issue Date:	2023-11-22 02:07:36 (UTC+0)
Abstract:	近幾年，台灣面臨少子化的衝擊，加上大環境的衝擊如通膨影響，教室店面租金與人事費用高漲，以幼兒鋼琴音樂家教為主的音樂教室如何持續經營是多數業者面臨之課題。音樂教室已經不能再是以往傳統音樂家教收受學生的經營模式。業者必須調整行銷策略模式以因應市場競爭。本研究目的在探究現今鋼琴家教課模式，以其其產品、通路、價格與推廣之四大關鍵行銷策略面向進行解析探討。透過與各音樂教室教授老師的深度訪談資料收集。研究結論如下：(一) 產品：組合式包裝，依照客戶需求打造商品客戶需求組合；(二) 促銷：一對一到府教學，免費體驗課程，贈送電鋼琴，贈送課程時數，推薦獎金制度(包含家長與老師)；(三) 價格：信用卡付費，信用卡分期付費，APP支付方式，老師與業主合理分潤比例(4至6成)，檢定後的學費價差由老師收取；以及 (四) 通路：設定較高消費客層做為目標客戶，以私校/重點公校/豪宅區當成主要招生範圍。本研究同時發現，多層次傳銷模式的內涵意義必須是價值大於價格。換言之，多層次幼兒鋼琴家教體系可以長久持續存在幼兒音樂市場必須擁有附加價值。 In recent years, Taiwan has faced the impact of declining birth rates and environmental challenges such as inflation, resulting in increased rental and personnel costs for music classrooms, particularly those focusing on providing piano lessons for young children. Sustaining the operation of these music lessons has become a major challenge for many music lesson providers. Music lessons can no longer be a traditional business model of music tutors getting students. Music lesson providers should must adjust their marketing strategies to cope with market competition.The purpose of this research is to explore the current models of music lesson for home tuition from an analysis of the four key marketing strategy aspects: Product, Place, Price, and Promotion. Data were collected through in-depth interviews with teachers from different music tutor businesses. The research findings are as follows: 1) Product: Sales bundles that market a combination of products or services selected by customers based on their needs; 2) Promotion: Offer one-on-one home tutoring and free trial lessons, electronic keyboards, and additional lesson hours, and establish a referral bonus system for both parents and teachers; 3) Price: Accept credit card payments, offer installment payment options, provide payment through mobile APPs, and establish a fair profit-sharing ratio (ranging from 40% to 60%) between teachers and business owners, and allow teachers to charge the difference in tuition fees after piano grade exams; 4) Place: Target customers with higher purchasing power, focusing on private schools, prestigious public schools, and affluent residential areas as the primary recruitment areas.The study also discovered that the implications of a multi-level marketing model must be that value is greater than price. In other words, the key for regional multi-level marketing home piano lessons system to be long term sustainable in the early childhood music market is to offer significant added value.
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