台資幼兒美語教育機構在中國大陸市場經營策略之研究-以山東青島為例

The Study of Business Strategy for Taiwan Early Childhood Education Institutions in Mainland China

黃禹馨(Yu-Hsin, Huang)

指導教授 ： 林江峰

淡江大學/商管學院/國際企業學系碩士班/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00421

摘要

本研究旨在探討台資在中國大陸幼兒教育機構之市場經營策略及產業環境，二胎化政策的全面執行，大陸的幼兒教育產業蘊含龐大的發展潛力，且這十年間大陸年平均工資增長率超過了14%，因此對於優質高價的幼兒教育所需求將日益提升。本研究運用文獻探討，並將中國大陸幼兒教育機構市場經營運用五力模型與PESTEL分析後，再選取台資進駐大陸幼兒教育市場之個案為研究對象，依據研究結果，本研究歸納結論如下：
台資經營中國大陸幼兒教育市場之經營應考量產業整體環境，將內、外環境因素納入經營管理考量，並符合當地家長需求，經營者也須熟悉當地法令政策與建立良好的人際關係，避免觸法，也能在當地順利經營。
雖幼兒教育在台發展已經數十年，但單憑在台灣的成功經驗全盤移植大陸是不夠的，經營上應融入當地文化去調整與修正，做一個符合當地的經營策略。
在資訊較不透明的大陸消費者的口碑是重要的行銷管道，因此和孩童家長建立良好的互動關係是幼教機構不可或缺的經營項目。
綜合上述，藉由本研究所運用的分析模式可以擬訂相關的經營策略，針對不同的市場做出最完善的市場布局計畫與經營方針，本研究提出若干建議，以供未來要開拓經營中國大陸市場的台灣企業及後續研究之參考。

關鍵字

五力模型 ； PESTEL ； 幼兒教育 ； 中國大陸 ； 經營策略

並列摘要

The purpose of this study is to explore the overall implementation of Taiwan's capital market strategy and industrial environment and the twin-tire policy of early childhood education institutions in mainland China. The early childhood education industry in the Mainland contains enormous potential for development. In the past decade, the mainland's average wage growth rate More than 14%, so the demand for high quality and high price of early childhood education will increase day by day. In this study, we use the literature to explore and use the Five Forces Model and PESTEL to analyze the market operation of early childhood education institutions in Mainland China, and then select the cases of Taiwanese investment in the early childhood education market in the Mainland as the research object. Based on the research results, the conclusions are as follows:
Taiwan-funded early childhood education institutions in the Mainland China should consider the overall industry environment, incorporate internal and external environmental considerations into its management and management, and meet the needs of local parents. Operators must also be familiar with local laws and ordinances policies and establish good relationships and avoid touching Act, but also in the local business smoothly.
Although early childhood education has been developing in Taiwan for decades, it is not enough to transplant the mainland only on the basis of the successful experience in Taiwan. The operation should be integrated into the local culture to adjust and amend so as to be a local business strategy.
Because the information is not transparent in mainland China, the word of mouth of consumers is an important marketing channel. Therefore, establishing good interaction with parents of children is an indispensable business project for early childhood education institutions.
Based on the above, with the analysis model used in this study, we can draw up relevant business strategies and make the most complete market layout plans and management policies for the markets. The study can reference who already in the mainland business or who want explore the mainland China market in future.

並列關鍵字

Five Forces Model ； PESTEL ； Mainland China ； Early Childhood Education ； Business strategy

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