兩岸幼兒教育事業之產業結構與競爭策略之比較性研究

Comparative research of industry structure and competition strategy in Taiwan and China preschool education industry

陳翠琪(tzuei-chi Chen)

指導教授 ： 李弘暉

元智大學/管理學院/管理研究所/碩士(2005年)

摘要

教育事業，可說是一國之根本；而幼兒教育，又是所有教育事業的基礎，值此競爭激烈的二十一世紀，各國皆戮力發展優良及完備的幼兒教育，以期使國家競爭力能夠長久維持，所以探討幼兒教育產業實有其重要的學術價值，因此基於對幼兒教育環境的關心，研究者期望探討幼稚園經營策略，以提升幼兒教育品質，並從實務面來探討幼稚園可行性經營策略；而隨著大陸幼兒教育商機的勃發，分析兩岸幼稚園產業結構上的不同、探討兩岸幼兒園的不同經營策略以及綜合研究結果，提出兩岸幼兒園經營策略上的建議，實可提供台灣幼教業者諸多經營上的建議。
本研究以下列理論來探討並整理建構出研究架構。其理論之探討包括：鑽石模型理論、Porter 五力競爭模型、產品生命週期理論、競爭策略理論、幼兒教育產業特性。因為質性研究著重在資料的特殊性與意義，其呈現方式則以敘述性來表現研究結果的內涵與意義。
由研究結果發現，在兩岸幼兒教育產業結構相同處為政府的角色至為重要，但相關法令仍未發展健全以及全球化的趨勢改變了競爭的生態；而在產業結構相異處則是兩岸師資學歷上及教學方式上有明顯差異；至於在競爭策略相同處為因應目標顧客群的不同，採行「市場區隔化」以及品牌的建立將造成「贏者全拿」（Winner take all）的局面；在競爭策略相異處則是台灣較注重「教學服務」，大陸市場較注重「目標市場定位」。
最後，在探討完兩岸產業結構異同以及競爭策略差異之後，本研究試圖建構一成功幼稚園模型來給予相關從業者經營上的建議；因此，本研究提出一「領導、組織文化＆組織結構、人員特質三元構面模式」，藉此說明一成功的幼稚園如何在兩岸嚴苛經營環境中經營，此模型是參考領導理論中的權變模式(Contingency Model)架構修改而成，說明領導者的領導風格與特質、組織結構與組織文化以及部屬的特質應如何互動並進行適配(Fit)方能創造一卓越的教育事業。

關鍵字

幼兒教育、產業結構、競爭策略

並列摘要

Education, can be regarded as the base of one country; And preschool education, is the foundation of all education. In the 21st century with keen competition, various countries all develop fine and complete preschool education, are in the hope of making the national competitiveness keep for a long time. It has great important academic value to investigate the preschool education industry. In this study, the researcher expects to investigate the management tactics of the kindergarten, in order to improve preschool education quality, and investigate the feasible management tactics of the kindergarten the practice. In this study, with the great business opportunity of preschool education in China, to analysis the industrial structure of preschool education and competitive strategy, then synthesis the comprehensive result of study, can offer significant and useful suggestion to Taiwan preschool industry.
In this research, research use following theory to construct comprehensive industry structure and competitive strategy of Taiwan and China’ industry structure and competitive strategy: Diamond model theory, Porter five forces competition model, products life cycle theory, competitive strategy theory, and preschool education industry's characteristic. Because this study is a qualitative research, researcher use descriptive way to illustrate the meaning and contents of Taiwan and China’ industry structure and competitive strategy.
In this research, it has several results. In industry structure perspective: 1.it is so important for the government's role in the industrial structure of preschool education, 2. The trend globalization has changed the ecology of the competition, 3. Teachers of Taiwan and China’ teaching skills are obvious differences in industrial structure. In competitive strategy perspective, the same compete strategy is “market segmentation” and “Brand effects” will lead to winner take all. Difference of Taiwan and China’ competitive strategy is whether Taiwan pay attention to “teaching serve and content”, mainland market pay attention to “goal market orientation” in competitive strategy.
Finally, after finishing investigating the similarities and differences of Taiwan and China’ industrial structure and competitive strategy difference, research propose a successful preschool education business model. This model concludes leader’s characteristics and behaviors, organizational structure and organizational culture, and subordinates’ characteristics and behaviors. This model is modified from “Contingency Model”. This model illustrates how to interact and fit leader’s characteristics and behaviors, organizational structure and organizational culture, and subordinates’ characteristics and behaviors.

並列關鍵字

Preschool education, industry structure, and competition strategy

參考文獻

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