Abstract The purposes of this research are to study the preliminary needs of students in learning Chinese at any Chinese language academy, to study the service marketing mix factors which affecting on the students decisions in choosing any Chinese language academy, and to study the trends growth and investment feasibility of Chinese language academy business in Thailand. The population on this research work is 2 boards of school who are from Baan Tone Tutor and Excellent Academic School. The samples on this research work are 933 students. They are middle and high school students which are studying Chinese from 8 schools are; Benjamarachutit School, Chareunwitsahawitthayakarn School, Kanlayaneesithammarat School, Muangnakhonsithammarat School, Princess Chulabhorns College, TriamudomSuksa School of the south, Thasalaprasitsuksa School, and Yothinbumrung School. Data collected by using self- administered interview model to interview 2 boards of school, and self- administered questionnaires for students. Data analyzed on the preliminary needs of students by using SPSS for Windows to calculated the descriptive statistics such as frequency, percentages, arithmetic mean, standard deviation, t-test value, and significance level value. Also, data analyzed on feasibility of investment by using marketing, technical, management, and financial analysis and calculated the payback period, net present value, and internal rate of return. On data analysis of the preliminary needs results indicated that the majority of the samples were female, 18 years old, studying in government high school, parents monthly income is 10,001-20,000 baht, and Thai is a daily lifes language. Foreign languages which most of the samples are studying now are Chinese and English and all of them ever studied Chinese before. Most of the samples started to learn Chinese when they were studied in high school. Most students think Chinese language is necessary. Most students purpose on studying Chinese is to improve basic Chinese knowledge. Most students prefer to learn basic learning (listening, speaking, reading and writing) course, and attend small group of3-5students class. The place which most students prefer to study Chinese language is at Chinese language academy/tutorial school. The time that most students prefer to study Chinese language is on the vacation. Most students think the suitable time period for study Chinese per day on Monday– Friday and Saturday– Sunday. Most students think the suitable time for study Chinese per course is 21 to 30 hours. The average cost of studying Chinese per course that most students ever paid is less than 2,000 baht. The most important reason which students are using to determine to study at any Chinese language academy is native speaker teachers. Dissertation for Master Degree in Management, HIT -II- The ways of advertisement that most students can generally get information about school is leaflets. Regarding the marketing mix factors affecting the customers decisions of language Chinese language academy, it was ranked as follows: people, process factors, physical evidence, place, product, price, and promotion. The most effective people factor is teachers are native speaker; the most effective process factor is a well education system convenient; the most effective physical characteristic factories property has security especially the fire-safety; the most effective place factor was found that location is convenient for students such as there are many public bus pass; the most effective product factor was found that there are basic courses (such as speaking, listening, reading and writing); the most effective price factor was found that tuition level is relative to the quality; the most effective promotion factor is free of books, sheets, and learning materials. On data analysis about feasibility of investment are shown below; According to marketing analysis shows that the numbers of students are increasing every year. It means students are more interested on Chinese academy to improve their basic Chinese knowledge. Moreover, they are also interested on Chinese upper level knowledge. According to technical analysis shows that on choosing of any place to established a Chinese academy business, it should take the considerations on service quality, place has to have modern décor and convenient to use, great learning and teaching atmosphere. Moreover, teachers and staffs should have service mind, it can make more impressive for students. According to management analysis shows that it has possibility to management, but also to increase the welfare of the teachers as an incentive. Because of Chinese language is started to play more role in Thailand, it can makes lack of Chinese teachers. According to financial analysis shows that on Chinese language academy business project, it used the most of funds in term of fixed assets which are land, building, and interior design and décor. The total initial investment is approximately 375,000 baht. The payback period is 2 years and 221 days. Rate of return of this project is 29.36 %. From the financial analysis, it can conclude that Chinese language academy business project can accept and has possibility on investment. Keywords: Chinese language academy business/ Consumer behavior/ Service