一所私立直營連鎖全美語幼兒園經營 關鍵成功因素之個案研究

A Case Study for the Key Success Factors of an English Immersion Kindergarten

陳錦富(Chin-Fu Chen)

指導教授 ： 陳國泰

共同指導教授 ： 陳鴻基

國立臺灣大學/管理學院/會計與管理決策組/碩士(2014年)

https://doi.org/10.6342/NTU.2014.01583

摘要

近年來人口出生數受到時代變遷、社會型態的改變而趨於少子女化0到4歲的幼兒人數從 2001年的 143萬人，到 2011年只剩下99萬人，由此可見少子化的情況越來越嚴重。(內政部統計處，2014） 人口出生率的逐年下降，少子化對教育發展帶來的衝擊是學生就學人數和班級數減少、學校面臨廢校或裁併的情況、教師漸漸供過於求、教育資源也慢慢減縮（張憲庭，2005），尤其以私立幼兒園兒首當其衝，在粥多僧少的狀況下，許多幼兒園面臨招生不足的壓力與倒閉危機。學齡前幼兒人口快速遞減，對幼教供給產生嚴重衝擊。
在競爭激烈的幼教市場中，有辦學成效優異的園所，亦有許多乏人問津而面臨倒閉的。在這些成功與失敗的案例之中，引發研究者思考在私立幼兒園的經營層面上，能夠在這競爭激烈的環境中脫穎而出，保有競爭優勢、獲致成功的關鍵因素究竟為何？因此，為了瞭解私立幼兒園成功經營的原因，以作為未來幼教業者經營策略擬定之參考，必須深入探究幼教產業私立園所的關鍵成功因素。
本研究主要目的在瞭解一所成功的私立連鎖直營幼兒園將企業管理理念導入實務發展與經營革新的過程，再據此分析、檢視個案經營的關鍵成功因素。本研究採探索性的研究方法，主要採取收集相關論文與期刊，經由相關理論文獻及次級資料的蒐集與研讀，整理出研究主題，依據研究主題加以演繹並發展本研究概念架構。
為了由個案園所經營的情境脈絡深入蒐集資料，做有意義的詮釋與探究，因此本研究係以調查訪談法(survey interviewing)進行研究調查，其屬於質化研究(quantitative research)。以深度訪談為主，並佐以企業管理理論來分析與詮釋；本研究將使用質性研究中的現象學研究，去探索園所將企業管理理念導入實務發展與經營革新的過程經驗。所謂的現象學研究是專注於現象的本身，對於過去的歷史脈絡及社會環境對個體所造成的影響並不是非常的重視；研究結果注重描述，而非詮釋，透過深度訪談等方式進入研究對象的世界。本研究進行資料分析時，使用VERBI Software 公司所出品的質性分析軟體MAXQDA，進行逐字稿分析，整理與分析訪談結果，最後確認與分析個案之關鍵成功因素。

關鍵字

全美語幼兒園 ； 規模經濟 ； 連鎖 ； 多角化經營 ； 自有土地和設備

並列摘要

In recent years, times have changed, impacting social patterns. As a result of the declining birth rate, the number of small children in Taiwan has been reduced from 143 million in 2001 to only 99 million people in 2011 (Ministry of the Interior Department, 2014). An annually declining birth rate has reduced the number of students, as well as the number of classes of students. Schools are forced to make the decision of whether to waste resources or to cut back and merge schools. This oversupply has resulted in the slow reduction of resources for schools (Zhang Xianting, 2005), Private kindergarten schools in particular are hurt, with oversupply causing a crisis that causes many businesses to fold. The rapid decline of preschoolers has had a serious impact on the supply of early childhood education.

In the competitive preschool market, one school has performed excellently, and there is there is no pressure to close the business. It would be interesting, therefore, to understand why, in this highly competitive market, this private kindergarten can succeed.

Therefore, in order to understand the reasons behind the successful operation of private kindergartens and early childhood education, and as a reference for future business strategy to develop the industry, we must delve into the key success factors of private preschool Industrial Park Institute.
The main purpose of this study is to understand the chain of a successful private kindergarten. To analyze both the theoretical and practical, in that analysis, view the critical success factors. This study uses exploratory research methods, collecting relevant papers and journals, via the relevant information to develop the conceptual framework of this study.

Once the necessary detailed information has been gathered, the next step is to make a meaningful interpretation and exploration. Therefore, as this study incorporates survey interviews to conduct research, it belongs to qualitative research. Based on these in-depth interviews, and accompanied by corporate management theory used to analyze and interpret, this study will use qualitative research in phenomenological research, to explore the school with corporate management and business development ideas, developing into practice the process of innovation.

The so-called phenomenological study is focused on the phenomenon itself, for the past history and social context is not relevant. The study focuses on description rather than interpretation, using in-depth interviews. To analyze the data, this study uses MAXQDA, a piece of qualitative analysis software by VERBI Software. The software conducts a verbatim analysis, collates and analyzes the interview results, and provides the final confirmation and key success factors of the case.

並列關鍵字

English Immersion Preschool ； Economies of scale ； Chain ； Diversification ； Land and state-owned

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