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來源資料
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題 名 | 空中學校定位行銷之研究=The Study on Positioning for Schools of the Air |
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作 者 | 陳定邦; | 書刊名 | 視聽教育雙月刊 |
卷 期 | 48:1=283 民95.08 |
頁 次 | 頁1-20 |
分類號 | 528.19 |
關鍵詞 | 空中學校; 產品定位; 定位行銷; Schools of the air; Product positioning; Positioning; |
語 文 | 中文(Chinese) |
中文摘要 | 定位是為現存產品的一種創造性活動,它意謂著一些改變。這些改變有助於加深消費者心中的印象,並為推銷的產品在消費者心中佔有一席之地。定位之於空中學校係指在目標市場中為空中學校創造形象,將本身的品牌置於比競爭者更易於為顧客(學習者)所偏好的部分市場區隔上;空中學校的定位行銷規劃必須在目標市場內為空中學校建構比競爭者更有慾望的認知度,針對不同類型、不同需求的服務對象,分別提供不同需求的服務內容。 面臨當前社會的急遽變遷、資訊暴增與人類對成人教育期望日漸升高的終身教育思潮下,開放學習將是e-時代的一項重要潮流,空中學校的定位行銷策略規劃應以開放學習的精神,積極培養國民自我導向的學習能力,善用各種現代化的科技媒體,以提供最新、最即時的知識給學習者;使學習者意志處於接受產品(課程教材、教學方式)的狀態下,以瞭解空中教學的特性、方式、教材教法,穩固其學習意願;藉由課程設計的妥善安排、教材內容的生動內涵、媒體製作的嚴謹充實、面授教學的雙向互動,不但可以加強學習者的注意力,進而增加興趣,全面提昇空中教學的學習成效。 |
英文摘要 | Positioning is a kind of creative activity for existing products, meaning that there are some changes. These changes are helpful in strengthening consumers' impression on products for sale, and in making the products unforgettable to the consumers. The positioning for schools of the air refers to creating an excellent image for the schools in the target markets and putting their brands in a position that is more attractive to customers (learners) than their competitors in partial market segmentation. The planning of the positioning for schools of the air has to construct a recognition in the target markets that is more desirable than their competitiors, and provide various service contents for different types of service targets that have different demands. Due to the fact that the society is faced with dramatic change and explosion of information and at the same time our expectation of adult education as a way of lifelong learning is getting bigger and bigger, open learning will be an important trend in the E-era. The planning of positioning strategies for schools of the air should stick to the spirit of open learning, actively cultivate citizens' self-oriented learning abilities, and take good advantage of every kind of high-tech medium to give the state-of-the-art and real-time knowledge to learners. In addition, the planning should get the learners to be willing to accept the products (curricula, teaching materials, and teaching methods) in order to understand the characteristics, ways of operation, and teaching materials and methods of instruction (or teaching) on the air, in turn securing their willingness of learning. With satisfactory arrangement of curriculum design, vivid content of teaching material, cautious and substantial media production, and bidirectional interaction of face-to-face teaching, instruction on the air is able to fortify the learner's attraction and beef up their interest, further boosting the entire learning effect of the instruction on the air. |
本系統中英文摘要資訊取自各篇刊載內容。