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研究生: 黃金達
Wong, Kritsana-Chin-Da
論文名稱: Langate: 為泰國學生量身打造的中文學習平台
Langate: online Chinese learning platform for Thai students
指導教授: 徐愛恩
Tsui, Stephanie
口試委員: 張景星
Chang, Ching-Hsin
吳文傑
Wu, Wen-Jie
學位類別: 碩士
Master
系所名稱: 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年: 2023
畢業學年度: 111
語文別: 英文
論文頁數: 99
中文關鍵詞: 線上語言學習中文教育泰國教育科技
外文關鍵詞: Online language learning, Chinese language education, Thailand, Education Technology
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  • With the increasing globalization and demand for language skills, online language learning platforms have gained significant popularity. Langate aims to establish itself as a prominent player in the online language learning market, focusing on delivering high-quality Chinese language education to learners in Thailand.

    This business plan explores the feasibility and potential of Langate as an online language learning platform. It examines the market environment, including competitors, target customers, and the threat of new entrants. The financial aspects of the business are also analyzed, covering initial capital investments, revenue streams, and the breakeven point. The study reveals a growing demand for Chinese language education in the Thai market and highlights the potential for Langate's success in catering to this demand.

    Acknowledgements i
    Abstract ii
    I. Executive Summary 1
    II. General Company Description 2
    2.1 Langate targets two main audiences: 2
    2.2 Mission Statement 3
    2.3 Vision 3
    2.4 Langate has the following company goals and objectives 3
    2.5 Customer Journey 4
    2.6 How does the platform works 5
    III. Introduction 7
    IV. Strategic Analysis 11
    4.1 Country Profile: Thailand 11
    4.1.1 Economic factors 11
    4.1.2 Political and Legal Factors 12
    4.1.3 Socio-cultural factors 18
    4.1.4 Technological Factors 21
    4.1.5 Risk assessment 23
    4.2 Online learning in Thailand 25
    4.3 Country Profile: Taiwan 28
    4.3.1 Economic factors 28
    4.3.2 Political factors 30
    4.3.3 Socio-cultural factors 36
    4.3.4 Technological factors 39
    4.3.5 Risk assessment 42
    4.6 Sector and Competitor analysis 44
    4.6.1 Sector Movements 44
    4.6.2 Competitors 45
    4.6.3. Langate’s positioning in comparison to its competitors 51
    4.7. Strategic Analysis 52
    4.7.1 Five forces analysis 52
    4.7.2 SWOT analysis 53
    4.7.3 Marketing 4 Ps 55
    4.7.4. Langate's Pricing Strategy 57
    V. Market Research 58
    5.1 Objective 58
    5.2 Scope & Respondents' Profile 59
    Scope 59
    Survey design 59
    Respondents' Profile 60
    5.3 Results 60
    5.3.1 Demographic 61
    5.3.2 The history of sample in learning language 62
    5.3.3 Chinese learning preferences 64
    5.3.4 Conclusion 69
    VI. Business Model Canvas 71
    6.1 Value Proposition (Products and Services) 71
    6.2. Customer Segments (Stakeholders) 71
    6.3 Channels and Customer Relationships 72
    6.3.1 Channels 72
    6.3.2 Channels Summary 72
    6.3.3 Customer Relationships 72
    6.4 Key Partners and Value Proposition for these Partners 73
    6.4.1 Key Partners 73
    6.4.2 Value Proposition for Key Partners 74
    6.5 Key Activities 75
    6.6 Key resources 77
    6.7 Cost Structure 78
    6.8 Revenue Streams 79
    VII. Platform Architecture 81
    7.1 User Flow 81
    7.2 Prototypes 82
    VIII. Organizational Management 84
    8.1 Organization Structure 84
    8.2 Roles and responsibilities 84
    8.3. Teachers Management 85
    8.4 Training Method and Internship program 86
    IX. Financial Plan 87
    9.1 Startup Expenses and Capitalization 87
    9.1.1 Startup expenses 87
    9.1.2 Capitalization 87
    9.2 Forecasted Net Income Statement 88
    X. Future 89
    Reference List 91

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