大中華地區EMBA校友社群 專屬產品商業模式與發展策略之個案探討

Abstract

大中華地區對於高階管理碩士課程 (EMBA) 的需求因經濟規模發展快速而持續增長。許多各大商學院已經承辦EMBA課程超過二十年以上的歷史。因此從這些商學院畢業的EMBA校友人數眾多，而且每年新入學進修的在職學生也不斷增長。這個來自各行各業之優秀人才慢慢地聚合成一個經濟水平高，專業知識深厚，人脈網絡寬廣並可能存在不同商機的一個強大群體。針對此一潛在商機，如何能夠提供適配需求的高價值商品，正是本研究擬探討的議題。 本研究以一間個案公司的行銷策略案例來說明企業如何能夠進入大中華地區EMBA校友的潛在市場，實踐商機，並藉由個案公司因開發產品所建立的客戶群體衍生出其他平台模式化市場擴張的構想。具體而言，本研究在此針對以下三個主要問題探討 : (1) 如何構建EMBA校友專屬紀念錶的價值主張和商業模式， (2) 如何轉化可行商業模式為市場行銷策略， (3) 探討其他可以運用在EMBA校友市場的可能商機。 經由運用相關學理，尤其是商業模式的架構，來設計此個案公司可行商業模式與策略，我們認為企業及其產品若能夠精確提供合適的價值主張予EMBA校友客層，有非常大的機會可以成功地進入此市場並獲利；但若要在EMBA校友市場持續拓展其他商機，則必須構思如何設立校友服務平台以建立長期顧客關係。

The demand for EMBA courses in the Greater China area has grown significantly due to rapid economic growth in this region. Many business schools have been offering EMBA courses for over twenty years and as a result there is a vast body of EMBA alumni in this region. EMBA alumni come from many different background and form a strong network of economically affluent and socially active industry elites. Such a client base represent a potential target market for right fit product with unique value, an idea which motivates the present research work. In this thesis work, we demonstrate how an enterprise can commercially enter into the EMBA alumni market, and potentially further expand the product offering by conducting a case study in which go-to-market strategies have been designed for a potential business opportunity. The thesis focuses on three problem areas : (1) formulation of value proposition and business model for EMBA special edition watch as a product (2) design go-to-market strategies after commercial feasibility of the aforementioned product has been verified (3) suggest other potential business opportunities relating to EMBA alumni market. By applying various models, especially those of business models to validate our results show that it is potentially viable for a company to be commercially successful in this target market if it offers products with suitable value proposition matching the need of the EMBA alumni customer base. However, in order to further expand into this market, a company must set up a service platform specially designed for EMBA alumni in order to build long term customer relationship and capitalise on future commercial opportunities. Implications for business practices and suggestions for further research are also discussed.