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研究生： 陳央凝
Chatwadee Manakitpaisan
論文名稱： ECInspirationTH, 語言學院和商業諮詢
ECInspirationTH, Language Academy and Business Consultancy
指導教授： 何富年
Ho, Foo-Nin
口試委員: 尚孝純
Shang, Shari
李怡慧
Lee, Yi-Hui
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： 2021
畢業學年度： 109
語文別： 英文
論文頁數： 130
中文關鍵詞： 中文 、語言學院 、商業諮詢 、進階中文 、商用中文 、中泰語言國家
外文關鍵詞： Chinese language, language academy, business consultancy, Chinese for further education, Chinese for business, Thai-Chinese speaking countries
DOI URL： http://doi.org/10.6814/NCCU202101292
相關次數： 點閱：55  下載：0 
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    • 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. 

    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

    References
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    - “TAT Aims to Attract Rich Chinese Tourists.” Https://Www.Bangkokpost.Com, 2016, www.bangkokpost.com/business/884120/tat-aims-to-attract-rich-chinese-tourists.
    - “The Commodification of Chinese in Thailand’s Linguistic Market: A Case Study of How Language Education Promotes Social Sustainability.” The Commodification of Chinese in Thailand’s Linguistic Market: A Case Study of How Language Education Promotes Social Sustainability, 2020, www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwiGupiUxZnxAhX-yzgGHZPkBhMQFjACegQIAhAE&url=https%3A%2F%2Fwww.mdpi.com%2F2071-1050%2F12%2F18%2F7344%2Fpdf&usg=AOvVaw1_iSV_0bh9vFwJpI3AAWmP.
    - Don. “Why the Chinese Are More Important than Western Tourists to Thailand.” My Thai, 19 Sept. 2019, mythai.today/why-the-chinese-are-more-important-than-western-tourists-to-thailand.
    - “Why the Chinese Are More Important than Western Tourists to Thailand.” My Thai, 19 Sept. 2019, mythai.today/why-the-chinese-are-more-important-than-western-tourists-to-thailand.
    - Hays, Jeffrey. “CHINESE IN THAILAND | Facts and Details.” Chinese in Thailand, Facts and Details, 2016, factsanddetails.com/asian/cat66/sub418/entry-4306.html.
    - McCarthy, Niall. “The World’s Most Spoken Languages.” Statista Infographics, 11 Dec. 2020, www.statista.com/chart/12868/the-worlds-most-spoken-languages/#:%7E:text=According%20to%20Ethnologue%2C%20Chinese%20(and,percent%20of%20the%20world%27s%20population.
    - “Tutoring Schools Growth Opportunities and the Impact of Tax Collection | Economic Intelligence Center (EIC).” SCBEIC, 2015, www.scbeic.com/en/detail/product/1260#:%7E:text=Tutoring%20schools%20outside%20Bangkok%20showed,to%2042%25%20growth%20in%20Bangkok.
    - Statista. “Number of Tourist Arrivals from China to Thailand 2014–2019.” Statista, 17 Sept. 2019, www.statista.com/statistics/1048386/thailand-tourist-arrivals-from-china.
    - Teerataphong, Jarukit. “งบการศึกษา 8 แสนล้าน (ตอน 2) : กระทรวงศึกษาฯ ควักเท่าไรให้ ‘สวัสดิการนร.-ค่าวิทยฐานะครู'” ThaiPublica, 19 Feb. 2021, thaipublica.org/2021/02/national-education-accounts02.
    - “Thailand 4.0 คืออะไร? - ระบบไทยแลนด์4.0กับการพัฒนาเศรษฐกิจไทย.” Thailand 4.0, 2019, sites.google.com/site/adecmju4608/home/prawati-khwam-pen-ma.
    - “What Are the Top 200 Most Spoken Languages?” Ethnologue, 23 Feb. 2021, www.ethnologue.com/guides/ethnologue200.
    - “สภาพการเรียนการสอนจีนในประเทศไทย.” สภาพการเรียนการสอนจีนในประเทศไทย, 2018, www.brmpeo.moe.go.th/schoolmapping/data/file/pdf/teaching%20chinese%20in%20thailand.pdf.

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