如何提升非連鎖外語補習班之經營績效?

隨著父母愈發重視孩子的教育，以及因應全球化的浪潮，父母期望補習班能讓孩子的外語能力有所提升，正因如此，家長對補習班的需求逐年上升，在這樣看似景氣良好的狀態下，卻是各家補習班互相廝殺的局面，透過政府的公開數據可以發現到每年平均有將近八百多家的補習班遭到淘汰，在眾多類型的補習班中，競爭最為激烈的外語補習班，近十年的成長趨勢中，升學文理補習班依然保持著正成長，但外語補習班已呈現負成長。這引發本研究探討非連鎖外語補習班在面臨文理補習班，以及連鎖補習班的雙重夾擊下，該如何保有持續性的競爭力。過去的研究多就連鎖補習班經營進行探討，但連鎖與非連鎖補習班在規模、資本額、營運方式等存在著不小的差異，因此連鎖補習班的經營模式難以全面移植到非連鎖外語補習班。鑑於平衡計分卡在策略性績效管理的有效性，本研究以平衡計分卡為基礎發展評估非連鎖外語補習班經營績效的研究架構。本研究透過德爾菲法訪談桃竹苗區非連鎖外語補習班之經營者，以建立評估非連鎖外語補習班經營績效之研究架構，並採用決策實驗室法、網路分析程序法、重要度/績效值分析，進行關鍵因素與經營績效分析。研究結果顯示，非連鎖外語補習班之經營者認為提升其經營績效之關鍵準則包含「收益與利潤」、「顧客滿意度」、「目標達成度」、「績效評估」、「品牌形象」、「教育訓練」，以及「員工能力」。另外，因果圖顯示欲改善所有關鍵準則的績效表現，可考慮由「教育訓練」著手改善。本研究之貢獻在於找出影響非連鎖外語補習班經營績效之關鍵因素，同時以「教育訓練」為改善源頭，透過投入項目的積極改善，使業者在激烈的補教競爭環境中，能掌握關鍵因素，並強化優勢。所提出之策略包含透過教育訓練改善員工的專業能力，以及塑造品牌形象的能力，同時使員工明瞭績效評估的方式。

關鍵字

決策實驗室法；網路分析程序法；平衡計分卡；非連鎖外語補習班；經營績效

並列摘要

Along with the parents pay more attention to their children’s education, and in order to fit in the period of globalization. Parents expect that cram school can improve their children’s English ability. Therefore, the demand for cram school is growing gradually. However, under this surface, every cram schools are difficult to survive in the market. According to the public data from the government, we can simply find out that an average annual decrease is around eight hundred cram schools. Among many different types of cram school, the most competitive market is the cram school of the foreign language. In recent decades, the growth trend of junior cram school maintains positive growth. However, the growth trend of foreign language cram schools already sinks into negative growth. Hence, the main purpose of this research is to discuss how can the cram school of foreign languages survive in this situation and keep their competitiveness. According to the literature review, the previous study only focuses on the single concept, rarely provides a comprehensive operating indicator to the operators. About the research object, there’s a huge difference between chain or non-chain cram school since their scale, capital, operation manner is totally different. Thus, this research points out non-chain cram school of a foreign language to be the research object. Nevertheless, the previous study mostly focuses on financial indicators. As a result, this research uses the balanced scorecard to develop the prototype framework. The purpose is to find out a comprehensive way of performance evaluation. This research is presented based on historical data and references as well as the Delphi method based interview process with the foreign language cram school operators. We have proceeded with this research based on Decision Making Trial and Evaluation Laboratory(DEMATEL) and Analytic Network Process(ANP). The study results to Analyze the results of the questionnaire survey of the operating performance of non-chain cram schools. The results of the study show that the operators believe that key criteria affect the operating performance including “Income and profit”, “Customer satisfaction”, “Goal achievement”, “Performance evaluation”, “Brand image”, “Education Training”, and “Staff competence”. Our analytic graph indicates “Education Training” and “Staff competence” may be the logical first step to an immediate and initial improvement of performance. After interviewing some experts, decide to pick up “Education Training” as a source. Furthermore, in order to let the operators can simply contrast their operation conditions with the key criteria, this research brings out the specific improvement strategy and action plan for each key criteria. By grasping all these key criteria, can improve the operating performance and keep their competitiveness in the supplementary education industry.