Chinese target market research for virtual reality technology in education field
Li-Haapaniemi, Jiayi (2010)
Li-Haapaniemi, Jiayi
Oulun seudun ammattikorkeakoulu
2010
Creative Commons Attribution-NonCommercial 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010120717310
https://urn.fi/URN:NBN:fi:amk-2010120717310
Tiivistelmä
This thesis studies three Chinese target markets for virtual learning environment technology. The emphasis is to contribute the valuable market information to Commissioner Applebones Ltd. The research releaser problems are: 1) What is the situation of the Chinese Educational Market? a) What is the customer behaviour of the target markets? b) What are the basic policies and regulations in the relevant business field? 2) Who are the possible business contacts or what is the focus group? A qualitative method was chosen for this research and the data was gathered by desktop research and in-depth interviews. The scope of this research was defined as junior high schools and the criteria were defined by the commissioner as technological-oriented, foreign language oriented, experimental type of schools. The basic theoretical framework for this study was obtained from pertinent literature and complemented by updated information gained from online source.
The findings and results of this study are of concern to the general introduction of the Chinese education market. This also includes the relevant regulation and policies, customer behaviour in terms of school principals’ role in decision making. The lists of the schools that are fulfilling the given criteria in Shanghai and Hangzhou region and the current information communication technology (ICT) situation and development of Hong Kong Fung Kai Innovative School are presented, as well as the possibility of pilot testing for Virtual learning environment technology. There are several schools recommended as the possible focus group. Although the Hong Kong key contact was not positive with the immediate business cooperation due to Fung Kai Innovative School’s development schedule and technologically limitation, the commissioner seeks long-term relationship and future possibility. It is suggested that further study could be made with narrow scale and emphasis can lay on the focus group. The market segmentation, the case study for competitors locally or internationally as well as the benching marking of successful entries to Chinese market is proposed topics.
The findings and results of this study are of concern to the general introduction of the Chinese education market. This also includes the relevant regulation and policies, customer behaviour in terms of school principals’ role in decision making. The lists of the schools that are fulfilling the given criteria in Shanghai and Hangzhou region and the current information communication technology (ICT) situation and development of Hong Kong Fung Kai Innovative School are presented, as well as the possibility of pilot testing for Virtual learning environment technology. There are several schools recommended as the possible focus group. Although the Hong Kong key contact was not positive with the immediate business cooperation due to Fung Kai Innovative School’s development schedule and technologically limitation, the commissioner seeks long-term relationship and future possibility. It is suggested that further study could be made with narrow scale and emphasis can lay on the focus group. The market segmentation, the case study for competitors locally or internationally as well as the benching marking of successful entries to Chinese market is proposed topics.