補教業經營與行銷策略之個案實證研究

The Relationship Between Business Strategy and Marketing Strategy An Empirical Investigation of A Cram Schools

林㫥弘(Lin-Ming hung)

指導教授 ： 李樑堅 ； 江育真

義守大學/管理學院/管理碩博士班/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00059

摘要

本研究主旨在於探討補教業經營與行銷策略之個案分析。首先，以便利抽樣方式，對補教業學生的家長進行問卷調查，正式問卷共發放60份問卷，實際回收有效問卷比例為100％。蒐集樣本資料以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關和訪談進行分析。
本研究發現：學生家長對補教業經營策略有高度認同度，且因其年齡、家庭月所得、小孩人數、學歷、補習班選擇權而有所差異。學生家長對補教業行銷策略有中高認同度，且因其年齡、小孩人數、收入來源、學歷、補習班選擇權而有所差異。行銷策略與經營策略之間有顯著正向相關，並且以教學環境與行銷策略之間的相關性以及價格策略與經營策略之間的相關性最高。根據訪談結果顯示，補教業在產品策略以課後照顧為主，並加強教育孩子的品格以及生活、課業，使學生提昇全方位的學習能力；價格策略將根據家長或學生訂出不同的獎勵辦法、或以預繳款項來給予價格上的優惠；推廣策略主軸則藉由折扣、贈送教具等促銷活動增加參加意願；通路策略則是利用手機及網路或是透過臉書或架設網站等管道，隨時公布班訊即時更新及互動；人員策略則是與家長維持密切的關係，隨時溝通，建立彼此的信任，並藉由家長幫忙推廣。因此根據本研究提出的具體建議分別為：1.以價格策略作為招募手段。2.以持續改善教學設備和提升師資素質為主要經營策略。

關鍵字

補教業 ； 經營策略 ； 行銷策略

並列摘要

In this case study, the researcher tries to discuss the relationship among business strategy and marketing strategy an empirical investigation of a cram schools. Convenience sampling questionnaire surveys were taken in the analysis of several parents. In total, 60 copies of questionnaires were collected, and 60 valid questionnaires were returned with a valid return rate of 100%. The methodologies we use in data collection are descriptive statistics, pearson product-moment correlation, regression analysis, independent samples t-test, one-way ANOVA and in-depth interview.
The findings of this study show that: in the questionnaire survey, the acceptance of the business strategy to parents is in high degree, and significant differences appear due to customers’ Age, monthly family income, number of children, education and cram select. The acceptance of the marketing strategy to parents in medium-high degree, and significant differences appear due to customers’ Age, number of children, income sources, education and cram select. According to the findings, The business strategy and marketing strategy is positively correlated, furthermore, the relationship among teaching environment and marketing strategy is the highest, the relationship among price strategy and business strategy is the highest. According to the interview, results show that the main product strategy of cram schools is after-school tutoring program; by emphasizing on educating children’s character, live, academic, and to increase their leaning ability in every aspect. On price strategy, the cram schools provide different rewards or preferential price on prepaying the tuition for parents or students. On promotion strategy, they hold promotion activities such as providing discounts or offering the teaching materials for free to increase their willingness to attend the cram school. On channel strategy, they use cell phone, internet, facebook or set up a website as channels to release or update the newest class information and interact with students. On human resource strategy, they keep the close relationship with parents and communicate anytime and by establishing mutual trust to let the parents help to promote it. Therefore, we proposed two concreted suggestions which are: firstly, take price strategy as recruitment mean. Secondly, take improving teaching equipments and enhancing the quality of teachers continuously as the main management strategy.

並列關鍵字

Cram Schools ； Business Strategy ； Marketing Strategy

參考文獻

王震武（2002）。升學主義的成因及其社會心理基礎─一個歷史觀察。本土心理學研究，17，3–65。

黃俊英（2007）。行銷管理：策略性的觀點第三版。台北：華泰文化事業股份有限公司。

魏惠娟 （2006）。台灣地區學校行銷研究評析及其對學校行銷策略規劃的啟示: 1984-2004 的探索。教育政策論壇，9（2），131–154。

左文屏（2011）。補習班選擇因素之研究-以永康區文理補習班為例。崑山科技大學企業管理研究所碩士論文，未出版，臺南縣。

田逸星（2002）。台灣中藥製造業經營策略之探討。國立成功大學工業管理科學研究所碩士論文，未出版，台南市。