- 學位論文
國內英語補習班關鍵成功因素之研究－以花老師英語為例
The Study of the Key Success Factors in English Language Schools–A Case Study of Hua Language Institute
摘要
本論文以國內一家以直營體系為基礎的英語補習業者－花老師英語為研究標的，利用家長問卷以及公司部門主管深度訪談為基礎，綜合分析兩者資料，得出其關鍵成功因素以及經營策略改善方向，其研究結果可作為其他業者之參考，深具實用價值。本研究家長問卷共發出1,491份，有效問卷583份；部門主管深度訪談共七位，其中4位分校班主任，3位總管理處部門主管。問卷部份利用統計分析方法：信度與效度分析、敘述統計、因素分析及相關分析等，將31項經營變數歸納得出六項關鍵成功因素，依平均值排列分別為：學習時間、人員素質、教學與教材、環境、行銷、營運。對照深度訪談結果亦相符，顯示花老師英語其競爭優勢為：有相當完善之教學體制、優良之師資及教材，建立教學口碑等。其經營策略改善之方向則為增加外籍教師之比率、市場情報收集及市場預測、廣告及促銷活動、與其他業者合作以及多角化經營等。
並列摘要
This essay uses one of the direct management cram schools - Hua Language Institute as the research target to find out the keys to their success and the management strategies to make it even more successful. The result of the research is based on questionnaires and interviews with the department managers and directors of the company. It should be a practical reference for people who are in the same business. 1491 questionnaires have been issued and there are 583 good ones. 7 department directors have been interviewed and 4 of them are branch directors. The other 3 are department managers of the headquarters. The questionnaires were done by statistical analysis method: reliability and validity analysis, descriptive statistics, factor analysis and correlations analysis…etc. 31 management variables have been put together into 6 key success factors. They are plan of learning, personnel quality, teaching quality and teaching material, environment, marketing and operation. The result of the interviews matches with the result of the questionnaires. It appears that the reasons why Hua Language Institute has its competitive advantage are because of their fine teaching system, good teachers, good teaching material and good reputation. The management strategies they could use to improve are increasing the percentage of native speaker teachers, market information collecting, market prediction, advertisement, promoting activities, cooperation with people in the same business, and product diversification.