心靈培訓教育擴張市佔率策略之研究－以A公司為例

本研究針對心靈培訓教育進行研究，從「心靈」字義上來看範圍很廣，凡舉很多活動都能冠上心靈相關名稱，如spa按摩、宗教性活動、瑜加、社團活動等等。本研究以A公司教育集團為例，公司經營業務，以心靈成長課程為主軸，而課程的內容以生命成長、自我探索、透過講師的引導情境氛圍帶動所呈現。本研究以Ａ公司為研究對象，採用Lin and Pao(2004)策略決策模型分析探討A公司經營策略，透過A公司使命陳述以7S架構進行內部環境分析，運用Porter(1980)五力分析進行產業評估，以Ginter and Duncan (1980)PESTEL架構進行總體環境分析。綜合整體環境分析歸納出A公司特定業務「師資認證、整合培訓」，擬訂最適合之競爭策略，進行市場擴張實現A公司之使命。

關鍵字

使命陳述；策略形成；服務品質；心靈；內部環境；外部環境；總體環境

並列摘要

This study concentrates on spiritual training field, there is a wide rang of the meaning of the “spiritual” and there are many activities can be related to the word, just like the spa,religious activities,yoga and social activity. With the case study of A company, which is focus on spiritual growth as the main course, and the course is presented by growth of life、self-exploration and through the instructor to led the atmosphere.In this study, A company as a case study to Lin and Pao (2004) theoretical framework to discuss the operated strategy, using 7S model to evaluate internal environment, five forces model of Porter(1980) to access industrial status, and PESTEL structureof Ginter and Duncan (1980) to estimate overall structure. Comprehensive analysis of the overall environmental,we have concluded the specific business of A company to “teacher training and market development, ”elaborated the most suitable competitive strategy to achieve market expansion mission of A company.

並列關鍵字

Mission statement strategy ； strategy formation ； service quality ； spiritual ； internal environment ； industrial environment ； macro environment

參考文獻

張雅芳(2005)，「台韓電子產業競爭力分析-以智慧型手機產業為例」，國立臺灣大學經濟研究所碩士論文。

財團法人國家實驗研究院，

葉惠娟(2014) ，「總體環境與社會文化因素對零售業行銷策略之影響-以馬來西亞及台灣屈臣氏為例」，國立中山大學企業管理研究所碩士論文。

Campbell, A., and S. Yeung (1991) “Creating a Sense of Mission,” Long Range Planning, 24, 4, 10-20.

Ginter, P. M., and W. J. Duncan (1990) “Macroenvironmental Analysis for Strategic Management,”Long Range Planning, 23, 6, 91-100.

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心靈培訓教育擴張市佔率策略之研究－以A公司為例

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