從服務業行銷角度探討百貨業兒藝專櫃之經營策略

A Case Study on the Managing Strategies of Children Talent Class Counter in the Department Stores from the perspective of service marketing

徐千惠(Chien-Huei Hsu) ； 徐碧君(Pi-Chun Hsu) ； 田世綸(Shih-Lun Tien)

《中華管理發展評論》 5卷1期 (2016/06) Pp. 71-82

https://doi.org/10.6631/JCMD.2016.5.1.71

摘要

本研究旨在探討探討百貨業兒童才藝教室之教學內容，進一步了解其師資訓練及經營策略，本研究選擇台北市百貨公司某捏塑才藝專櫃作為研究個案，透過訪談做為資料之補充，進行六個月之研究，以探討其教學規劃、師資訓練及其經營策略。本研究所獲致結論如下：一、百貨業兒童才藝教室縮小課程單位，提供顧客個別化之服務；二、百貨業兒童才藝教室注重內部訓練及員工個人魅力養成；三、百貨業兒童才藝教室須與百貨公司合作並創造話題以獲取利潤。本研究根據研究結論，提出一、宜減少環境因素對幼兒學習之影響、二、宜增加課程內容的豐實度及延展性及三、宜加強創造性捏塑課程之引導等三點建議，期能提供未來百貨業發展兒童才藝課程之參考。

關鍵字

兒童才藝 ； 才藝課程 ； 服務業行銷

並列摘要

The study aims to explore the curricular arrangement of children talent classes in the department stores and to further probe into their staff education and training as well as the managing strategies. One hand-forming talent class was chosen as the study case. In order to explore its curricular arrangement, staff education and training, and the managing strategy, this study was conducted for six months and related data was gathered and supplemented through interview method. The study results are as follows: 1. The children talent classes in the department store will minimize the student number of each class so as to provide individualized service. 2. The children talent classes in the department store will emphasize the staff education and training, and the development of personal charm. 3. The children talent classes in the department store will need to cooperate with the department stores to create a buzz and make a profit. Based on the study conclusion, this study proposed the following suggestions and hope to provide reference for future design and arrangement of the children talent classes in the department store. 1. The children talent classes in the department store had better diminish the influence of environmental factors on the children’s learning. 2. The children talent classes in the department store had better enhance the abundance and extensiveness of its curriculums. 3. The children talent classes in the department store had better reinforce the guidance of the creative hand-forming curriculums.

並列關鍵字

children talent ； talent classes ； service marketing