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研究生:甘慶如
研究生(外文):Heng Yue Kum
論文名稱:CKelass.com -⾺來西亞非正式教育資訊網
論文名稱(外文):CKelass.com - Malaysia Non-Formal Education Information Platform
指導教授:曹承礎曹承礎引用關係
指導教授(外文):Seng-Cho Chou
口試委員:盧信銘陳鳳惠
口試委員(外文):Hsin-Min LuCasey Chen
口試日期:2015-05-27
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:62
中文關鍵詞:馬來西亞非正式教育平台課程自我發展個人興趣終身學習
外文關鍵詞:Lifelong learningself – developmenteducation platformnon-formal learningpersonal interestcourses
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概念啟發於104教育網及旅館預定網,CKelass.com為馬來西亞提供新的非正規教育課程網上搜索平台服務,讓教育機構和對自我發展個人興趣和終身學習的民眾能夠建立橋樑。教育機構可以在CKelass.com發布他們最新的課程,而學生用戶則可以選擇感興趣的課程,然後利用CKelass.com平台報名課程。CKelass.com的目的是通過減少網上信息過多的搜索過程來培養馬來西亞人的終身學習態度。教育機構還可以減少他們的網站建設,並且對他們的營銷方面增加有效的曝光率。在CKelass.com的核心服務層,用戶(生產商:教育機構)創造內容價值,以讓其他用戶(消費者:未來的學生)能夠在平台上獲益。
CKelass.com的課程有語言、資訊科技、藝文休閒、烹飪和財務管理。課程可分為实际或數字學習環境下,由公共或私人教育機構、學習中心、語言中心、學院或政府部門提供的講課、職業培訓、研討會或認證。用戶可以依據自己的興趣需求訂閱最新課程信息。

Learning is a lifetime business, be it six or sixty. CKelass.com provides Malaysian a new non-formal education course search platform experience, by closing the education information platform bridge for both the educational institution and individuals who are interested in self-development for personal interest and lifelong learning. Educational institution can publish their latest courses and curriculums on CKelass.com, in which users of CKelass.com could utilize this platform by selecting courses of interest thereafter signing up for it.
CKelass.com serves as a service – based business platform focusing on self – development learning courses. The purpose of establishing CKelass.com is to empower a lifelong learning attitude among Malaysians by reducing the information search process for the students. Educational institutions could reduce their website build and have effective exposures on their marketing aspect. At the core business layer of CKelass.com, users (Producers: educational institution) can create value on the platform for other users (Consumers: prospective students) to benefit.
Courses are divided into information technology, languages, talent skills, and financial management on CKelass.com’s website. There can be in the form of online or offline lectures (physical or digital environment), career training, workshops, certification or talks provided by public / private educational institution, learning centres, language centres, academy, schools, colleges or government sectors. Prospective student users could subscribe into CKelass.com’s newsletter about the latest course information by personalising according to their interest and needs.


Executive summary ii
Acknowledgement iii
List of figures iv
List of tables v

1.0 COMPANY OVERVIEW 1
1.1 VISION AND MISSION 2
1.2 VALUES 3
1.3 OBJECTIVES 3
1.4 BUSINESS MODEL 4
1.5 KEY SUCCESS FACTOR 7
2.0 SERVICE DESCRIPTION 8
2.1 CKELASS.COM’S SOLUTION 8
2.2 MONETIZATION 13
2.3 PRICING 14
3.0 MARKET ANALYSIS 17
3.1 INDUSTRY ANALYSIS 17
3.2 MARKET SURVEY 23
3.3 COMPETITORS ANALYSIS 34
3.4 COMPETITIVE COMPARISON GRID 37
3.5 SWOT ANALYSIS 39
3.6 PORTER’S FIVE FORCES MODEL 40
4.0 OPERATIONAL PLAN 41
4.1 COMPETITIVE ADVANTAGE 41
4.2 TARGET MARKET 42
4.3 MARKETING STRATEGY 43
4.4 PROMOTION STRATEGY 46
4.5 MANAGEMENT TEAM 48
5.0 FINANCIAL PLAN – 5 YEARS ASSUMPTIONS 49
5.1 SALES FORECAST 49
5.2 PRO FORMA INCOME STATEMENTS AND BALANCE SHEET 51
6.0 RISK ANALYSIS 55
7.0 EXIT STRATEGY 56

REFERENCES 57
APPENDICES 59
Appendix 1: Malaysia basic information 59
Appendix 2: Survey questionnaires on lifelong learning in Malaysia 60


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