珠心算補教事業經營策略之探討

Research of Business Strategy of Abacus Tutoring Institution

施美鈴(Mei-Lin Shih)

指導教授 ： 謝龍發

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/CYCU.2015.00110

摘要

面臨少子化的衝擊，每家補習班都有危機，台灣珠心算全國各縣市補習班總數為688家，訪問了北、中、南六家補習班，目前的珠心算補教業者應了解優劣勢，利用自己的優勢，來改善劣勢。在企業經營理念下，以永續經營為主要目的，再掌握知名度的提昇，使得在補教業的競爭下穩健發展。綜合上述，本研究認為珠心算補教業因應少子化情勢，力求生存發展，還存在許多值得探索之處，因此選擇以『珠心算補教事業經營策略之探討』為題，進行本論文研究。

研究結果發現：珠心算補教事業能夠永續經營並創造經濟效益
本研究結果發現
1. 珠心算具有特色及選擇性，才具有長期競爭優勢
2. 服務品質好，專業度夠，才具有競爭優勢。
3. 瞄準目標客戶群，建立市場區隔。
4. 專業的師資，是學生學習課程的首要條件，也是市場潛力及需求特性。
5. 補習班規模小，許多價值活動無法外包，必須親力親為，故不宜進行垂直整合。
6. 非連鎖補習班，無法獲得規模經濟，需採用市場區隔策略。
7. 補習班位址選擇，須以學區為地理涵蓋範圍。
8. 課程須不斷創新，才能維持長期競爭優勢。
9. 經營者的用心投入，是補習班維持競爭優勢之關係。

研究建議方面: 珠心算補教事業經營策略之探討，面對未來環境變遷，
建議如下，才能永續經營。
(1) 未來朝向教學與科技結合。
(2) 邁向國際化與世界接軌。
(3) 經常舉辦珠心算競賽，提倡學習風氣，擴大招生。
(4) 進入校園做社團結合。
(5) 建議往銀髮族教學(樂齡終生學習，防止老人癡呆)。
(6) 低收入戶不收補習費，回饋社會。
(7) 從「品格教育」區塊做公益活動，展示學習成果。
(8) 教材延伸至國際，培育加盟者。
(9) 培養師資及種子教師，做為未來潛在的加盟者。
(10)從臉書粉絲團讓家長瀏覽最新消息。
(11)設立網站結合多媒體，用Line聯繫家長溝通平台。
(12)因應「少子化」往下紮根，增加學習人數，穩定發展。
(13)提供「客製化」服務，提高服務品質，抓住目標客戶。

關鍵字

珠心算 ； 事業策略

並列摘要

Every remedial education institute (buxiban) is in crisis to confront with the impact of declining birth rate. The total number of Abacus and Mental Arithmetic remedial education institutes in Taiwan is 688, of which 6 were interviewed located in the north, in the middle and in the south of Taiwan. The institutes should understand both their competitive advantages and disadvantages while applying the advantages to improve the weakness In addition, under the purpose of sustainable survival while increasing brand awareness, the goal of stable development could be achieved in the competitive remedial education industry. It is worth discussing how the institutes confront with the impact of declining birth rate. Therefore, the research aims to discuss “business strategies of Abacus and Mental Arithmetic remedial education institutes”.

The results show that the Abacus and Mental Arithmetic remedial education institutes could achieve sustainable survival and keep economical benefits.
The results are as the followings:
1. Abacus and Mental Arithmetic should be characteristic with variety of choices for long-term competitive advantages.
2. High service quality and sufficient professionalism create competitive advantages.
3. Target customers are focused to build market segmentation.
4. A professional teacher is the top priority for students in learning that is also the market potential and demand characteristic.
5. The institutes cannot outsource many value activities instead of doing by themselves due to small business scale. Therefore, vertical integration is not applied.
6. The institutes without joining a franchise system cannot achieve the economies of scale so the market segmentation should be applied.
7. The institutes should be located in the school districts.
8. Innovative courses maintain long-term competitive advantages.
9. The institute managers who would devote to the remedial education business are the reason to maintain competitive advantages.

Suggestions:
After the discussion of business strategies of Abacus and Mental Arithmetic remedial education institutes, here are suggestions to confront with future environmental change for sustainable business as the followings:

1. The future trend is towards teaching to integrate with new technology.
2. The institute is towards internationalization to connect with the world.
3. To host Abacus and Mental Arithmetic competition on a regular base stimulates positive intellectual atmosphere and increase student enrollments.
4. Integrating with student associations on campus is suggested.
5. Teaching senior citizens is suggested. (Lifelong learning avoids senile dementia.)
6. The low-income population is tuition free to contribute to the society.
7. To host charitable activities based on “character education” demonstrates learning achievements.
8. Internationalized teaching materials foster franchisees.
9. To foster teachers and seed teachers creates future potential franchisees.
10. Parents of students can receive the latest information through the social networking “Facebook pages”.
11. To set up website homepage combines with multimedia and to use the social networking “Line” communicates with parents of students.
12. The Abacus and Mental Arithmetic education needs to take root by increasing the student enrollments for stable development to confront with the declining birth rate.
13. Customization service and higher quality of service keep target customers.

並列關鍵字

Business Strategy ； Abacus and Mental

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