(Received 7 August 2010; accepted 10 November 2010)
Published Online: 2011
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The global scale and speed of the Chinese boom has caused concern in the worldwide community. One concern is the increase in popularity of the Chinese language, possibly paving its way to develop into a dominant language of the world. The widespread use of computers has made learning Chinese more readily available to a diverse amount of people, thus affecting how the Chinese language is learned and making it important to research its impact in the decision-making market. Based on the Fuzzy Delphi method, Chinese language learners first choose the affecting factors influencing their decision to learn the Chinese language. Then, the Analytic Hierarchy Process builds on the Chinese language learning marketing decision-making model, exploring the Chinese language learners’ alternatives and the importance of the affecting factors. Finally, sensitivity analysis examines the weight of various criteria for selecting learning methods and their marketing implications. The results of this study provide a view of how promoting Chinese language teaching is relevant to the development of marketing plans in Taiwan.
Dept. of Marketing Management, Takming Univ. of Science and Technology, Neihu District, Taipei,
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