為瞭解台灣華語教育行銷策略及其成效，本研究係採取立意取樣，以台灣二所私立大學華語中心作為研究對象進行跨個案研究，研究焦點為二所私立大學華語中心之教育行銷策略與成效，以及執行華語教育行銷上所遭遇之困難與因應對策。依據研究目的，研究者對二所學校華語中心之相關人員，每校包含1位華語中心主任、1位華語中心行政人員、1位華語中心教師、2位華語中心學生進行半結構式訪談，並輔以文獻與文件分析蒐集資料，作為分析與討論之依據。 依據研究結果，本研究歸納下述結論： 一、執行華語教育行銷需具備熱切盼望的願景與清晰的使命以帶來源 源不絕的動力。 二、將華語教育行銷設定為華語中心的優先事項而有充足之推行能 量。 三、華語教育行銷植基於華語中心內部共識凝聚與系統性規劃。 四、以團隊學習的同儕力量而策進華語教師專業能力。 五、華語中心執行華語教育行銷的經費不足。 六、二所大學華語中心執行教育行銷內涵之差異並不明顯。 七、二所大學華語中心執行教育行銷在東南亞成效皆良好。 八、二所大學華語中心之教育行銷皆屬於符應顧客模式。 依照上述研究結論，提出若干具體建議，以供華語教育主管機 關、學校華語中心及後續相關研究參考。 The purpose of this study is to understand the marketing strategy and marketing effectiveness of Chinese language education in Taiwan. This research adopts a multi-case study method, focusing on two Chinese language education centers in two private universities. Semi-structured interviews were conducted with directors, administrative personnel, teachers, and students. In addition, documents collected from the two centers were analyzed to supplement interview data. Based on research results, this study concludes that: 1.The execution of Chinese language education marketing requires a keen vision and a clear mission. 2.The marketing of Chinese language education is a priority of Chinese language education center. 3.Marketing of Chinese language education needs to be based on internal consensus and systematic planning. 4.Chinese language education centers utilize peer learning and team building to promote the professional capacity of Chinese language education teachers. 5.Inadequate funding threatens the marketing of Chinese language education. 6.There is no obvious difference between the education marketing strategies of the two centers. 7.Education marketing of the two centers is the most effective in Southeast Asia. 8.Both centers adopt a customer satisfaction model in education marketing. Finally, recommendations to Chinese language education authorities and future studies are provided based on the above conclusions.
