- 學位論文
兒童英語連鎖補教空間之規劃研究-以哥大英語補習班為例
A Study of the Design Principles of a Children’s English Learning Center：Take the Columbia English as Example
摘要
台灣兒童英語補習班市場品牌林立，孕育了許多屹立不搖且歷史悠久的連鎖品牌，亦不時有新興的英語補習班崛起，積極搶占市場。「少子化現象」雖然直接影響到兒童英語補習班的市場規模，為人父母卻也更加捨得替子女選擇更優質的教育環境，因此兒童英語補教業者除了不斷的端出最新的教育商品之外，更積極的提升教學環境，才能鞏固消費者的忠誠度，並在競爭激烈的補教市場中站穩腳步。「哥大英語」補習班創立自2002年，在當時幾乎飽和的台北市英語補習班市場，穩紮穩打的經營了十餘年，目前在大台北地區已有八間直營分校，並且累績了龐大而忠誠的客群以及良好的教學口碑。透過哥大英語各分校的規劃案例與經驗，除了整體空間品質因此提升，藉由整體品牌形象策略進行空間規劃，型塑出屬於哥大英語特有的蒙特梭利教學空間意象。 當原本生硬的補習班空間，碰上主張蒙特梭利教育理念的「哥大英語」，透過空間視覺元素轉化之手法訂定設計規範，產生出符合企業識別、融合蒙特梭利「以兒童為中心」之教育理念、且兼顧功能美學之教育空間，讓學生與家長感受不同以往的空間氛圍，也將原本呆板的補教空間與哥大英語的企業識別系統運用空間設計手法，融合出更加鮮明的連鎖企業空間形象。本研究採用田野調查、案例分析與記錄為主要研究方法，再透過文獻回顧、專家訪談等方式進行比較分析，並針對台北地區四所哥大英語的直營分校進行各屬性空間之規劃分析，包括：1.入口或外觀意象區； 2.接待櫃台及等候區；3.兒童圖書閱覽區；4. 服務空間；5. 教學空間…等區域；依各類型空間分別進行以下各項分析：空間機能與目的、材質運用、家具尺寸與比例、視覺美感呈現、導入企業CIS之意象。分析完成之後進行每個分校的交互比較與歸納，進而取得較為精準的空間規劃準則，並期望未來能夠創造出更加符合蒙特梭利「以兒童為中心」的連鎖補教空間。最後彙整出「結論與建議」。
並列摘要
There were numerous well-known children's English learning institutes, the so-called cram schools, established in Taiwan. Along with those longstanding name-brands, many new institutes have emerged to strive for the profitable market opportunities. The fact that our society has been facing a lower birth rate in these days caused a tremendous impact to the industry. Parents became more concern about the quality of the hardwares and environment when trying to pick the best learning center for their children. That is why it became more and more important for these institutes to not only constantly revise and keep their teaching materials up to date, but they also have to upgrade and uplift the quality of the facilities periodically in order to survive and eventually win the game in this giant competitive market. The Columbia English Learning Center was established in 2002 during the peak of this blooming industry in Taipei. Throughout these years, Columbia was able to work its way up and continuously expanded its business by opening eight branches in Taipei area while gainning excellent reviews and great reputations from their customers. In years, Columbia has been collaborated with their expertise and experiences to improve the quality of the usages in space and created its own unique branding and identification system (CIS) that serve as a guide line to the design principles of their institutes. How to renovate a dull space into a lively characterized Montessori Educational learning center by applying with the complete design principles created through the process of transforming various visual elements into the space is the prospect of the business owner that we want to help them achieve. By following these design principles, the space of the future learning center will not only fulfill its functional needs but also creat the aesthetics that truly differentiate its facility from other institutes. It also shows the creativity and possibility of merging their unique characteristics and the culture of the institute into the space of a traditional cram school and gives both the students and their parents a whole new atmosphere that they have never experienced before. This research was based on the applications of both field research and case analysis and study. Literature reviews and interviews were also conducted during the comparison and extensive analysis, which helped us to generate a more accurate and more standardized design principles for the institute. The following five areas at four of the Columbia Learning Centers in Taipei district were analyzed during our research: 1) The entrance and exterior of the center, 2) The front desk and waiting area, 3) The children’s library, 4) The service area, and 5) The classrooms. Our analyses applied to the above areas were: the usages of the space and the objectives, the constructed materials, the scale and proportions of the furnitures, the visual demonstration, and the CIS and branding concepts. Finally, the standardized and accurate design principles were compiled after completing the analyses and the cross comparisons between the centers, which will help the institute move forward with their goal to develop a chained Montessori learning institute that mainly focused on the children, and followed by our conclusion and further suggestions.