Competition within the English Language Learning Market: A Niche Analysis
In light of the niche theory, the study aims to understand the competition between the print magazine and the e-learning industries within the English language learning market in Taiwan. A niche analysis which compares the gratification niches of the two media was conducted in order to measure the patterns of resource use and to assess the superiorities. The findings suggest that there is strong competition between the two media. The e-learning meets a wider spectrum of needs and has a competitive displacement effect on the print magazine; the results indicate the e-learning¡¦s superiority over print magazine on the ¡§socialize,¡¨ ¡§economic,¡¨ and ¡§interaction¡¨ dimensions, whereas neither medium is superior on the ¡§choices¡¨ dimension. Significantly, the superiority in convenience of the e-learning may contribute to decreasing magazine use. Therefore, a medium should endeavor to better serve the needs for convenience, and to provide a wider choice of teaching materials.
Advisor:Ya-Ching Lee; Sue-Jen Lin; Shih-Jaey Tseng
School:National Sun Yat-Sen University
School Location:China - Taiwan
Source Type:Master's Thesis
Keywords:media competit e learning english teaching magazine niche theory language
Date of Publication:08/22/2006