- 學位論文
中國大陸K12編程教育市場機會與進入策略 －以A公司為例
China's K12 Programming Education Market opportunity and Entry Strategy — Taking Company A as an Example
摘要
因應新技術的發展，中國大陸幼、少兒編程教育成為重要的發展領域，但目前少兒編程教育仍以一、二線城市小學生為主，以中國大陸小學生有1.03億人觀察，少兒編程教育產業仍屬早期發展階段，預估未來將有百億市場的規模，編程產業更有可能孕育出未來的獨角獸。 因此，本研究以一家已經在中國大陸市場經營幼兒教育十年的廠商為個案，探討兩個核心問題，其一為分析中國大陸編程教育產業的結構以及進入該市場可能面臨的挑戰，其二為個案該如何規劃與選擇其進入K12編程教育的策略。 本研究透過有系統的宏觀環境分析與波特的五力分析，先了解個案公司身為新進者會有來自其他四個方面的威脅，再進一步做競爭對手分析，結合內部環境分析，分析企業可運用的資源與能力，結合兩者再進行SWOT分析，最後再以成長矩陣與競爭策略模型，建立個案公司進入中國大陸K12編程教育市場的路徑與方法，並以策略活動系統圖呈現此一策略選擇。 最終本研究發現個案公司若找到特定的細分市場，並採取有機式成長策略，透過集中差異化策略，執行時搭配矩陣型組織結構、任務導向型的組織文化，以追求卓越的核心素質，凝聚卓越的員工、卓越的領導、卓越的產品、卓越的服務，以期達到深刻了解家長的需求，規劃讓孩子喜歡的課程、讓家長放心的教學成效，以口碑行銷成為個案公司成長的核心引擎，在特定的市場深耕細作，其能達到公司進入K12編程教育市場的目標。
並列摘要
In response to the development of new technologies, children’s programming education in China is now dominated by elementary school students in first- and second-tier cities. In China, there are 103 million elementary school students and children’s programming is still in the early stage of development. It is estimated that the market value will reach ten billion in the future. The public generally believes that programming languages will be trained as another language like English and Korean. Positive and optimistic observers believe that the programming industry may be a unicorn in the future. Therefore, to explore two core issues, this study takes a manufacturer as a case study which has been operating in early childhood education in the Chinese market for ten years. One is to analyze the structure of China's programming education industry and the challenges which may be confronted when it entering the market. The other is how to plan and choose its strategy for entering K12 programming education. This study uses systematic macro-environment analysis and Porter five forces analysis to understand the threats from four aspects which the case company as a new entrant will face, and then conduct the analysis of the competitors. Combining internal environmental analysis with the resources and capabilities which companies can utilize, this study conducts SWOT analysis. Finally, the growth matrix and competitive strategy model are used to establish the path and method for the case company to enter the Chinese K12 programming education market, and present this strategic choice with a strategic activity system diagram. In the end, this study regards that if a case company finds a specific market segment and adopts an organic growth strategy, with a matrix organizational structure and task orientation, excellent core qualities can be enhanced. The company having excellent employees, excellent leadership, excellent products, and excellent service, the needs of parents can be satisfied. Planning interesting courses and achieving teaching effectiveness must gain parents’ positive nods. Word-of-mouth recommendations will become the core engine for the growth of the case company. If working hard in a specific market, the company can surely achieve its goal of entering the K12 programming education market.