國內外經營環境改變下我國私立大學院校競爭策略之探討

COPMPETITIVE STRATEGIES FOR THE PRIVATE UNIVERSITIES FACING THE CHANGE OF DOMESTIC AND OVERSEAS MARKETING ENVIRIONMENT

王憲筠(Hsien-yun Wang)

指導教授 ： 許士軍

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

摘 要
環顧當前私立大學面臨的困境，本論文主要係探討私立大學的行政主管對於競爭策略的認知，期發展學校負責者所採取競爭策略之決策模式。面對當前的教育市場變遷情況之下，究竟私立大學應如何自我定位。尤其值得關注的是，大學院校供給面與需求面幾乎呈現平衡狀態下，私立大學正面臨市場來決定其生存的嚴重考驗。大學院校於七十年代不斷的擴增，使得目前學校數量已供過於求。國人出生率降低，國外學校來台招生的競爭，台灣於2003年元月加入WTO後，更加深此問題的嚴重程度；且由於公立大學院校在設立基礎點上較佔優勢，教育經費來源受到國家政策上的保障；相對之下，私立學校的因應策略顯得額外重要。本論文以SWOT理論為基礎，探討分析私立大學所面臨的教育環境中的機會、威脅，以及本身所擁有的優勢與劣勢，瞭解私立大學發展競爭策略之決策模式。
本研究探討學校行政決策負責者為什麼採取這些策略，策略效度並不是重點；探討分析教育外在環境與內在環境兩方面的影響因素與競爭策略的相關性；最後導引競爭策略決策模式的擬定。研究構面係以觀念性描述來分析學校運作型態；另以企業經營的觀點與模式，說明私立大學校院的競爭優勢與核心能力，並以訪談及問卷方式搜集相關統一數據作為重要研究分析依據。問卷調查所得之數據歸納、分析當前私立大學校院競爭策略的相關性及差異性。問卷調查結果以統計方法描述、分析目前私立大學校院所面臨的內外部環境問題、當前所採行的競爭策略、策略成功關鍵因素等之間的相關性。統計方法包括敘述性統計分析、因素分析（factor analysis）、類別變項分析（ANOVA）、卡方檢定（chi-square）、皮爾森相關性檢定（Pearson Correlation）及迴歸分析等統計分析方式進行，期了解影響競爭策略的關鍵要素。
藉由本問卷調查的設計架構，可以實際了解目前私立大學院校所面臨的問題構面，學校決策者所面臨外部環境的機會與威脅暨內部環境的優點與缺點 ; 以SWOT分析方式，評估環境而擬訂競爭策略。依據「外部環境認知」「內部環境認知」「成功關鍵因素」等變項與「競爭策略」依變項進行相關性分析，可以發現競爭策略與外部環境認知、內部環境認知及成功關鍵因素間的相關性有顯著關係。藉由SWOT理論，發展學校負責者競爭策略之決策模式，即本研究的架構圖。從標準化Beta係數為0.488的V42〔學校、董事會、政府地位〕變項，顯示〔學校、董事會、政府地位〕具有最佳的解釋力，說明越重視〔學校、董事會、政府地位〕的學校其對於〔競爭策略〕的規畫也越重視，其次為V11〔競爭壓力〕，表示較重視競爭壓力的學校其對競爭策略也較為重視。

關鍵字

競爭策略 ； 私立大學院校 ； 策略管理 ； 高等教育 ； 大學經費

並列摘要

English Abstract
Taiwan’s private universities are currently experiencing a unique administrative challenge. Administrators at private universities have had to re-think their methods for administration. In order to deal with this new era of competition that currently exists for private universities, new models of management had to be examined. Even up to the early 1980’s, the student enrollment at private universities came from a large surplus of students wanting to continue their education beyond high school. However, this situation has changed. This is due, in part, to the increase of new private universities around Taiwan, the low birth rate, the pressure from the recruitment from the foreign universities. The SWOT Analysis Model is an effective tool for examining and identifying the strengths, weakness, opportunities and threats of the autonomous university to build up a solid framework to help assist administrators with the process of analytical thinking and decision-making actions. The questions have been designed to provide administrators with a clear-cut view of their specific situation and with options for meaningful change.
This thesis is focused on the reasons why decision-makers adopt certain strategies for school administration. The effectiveness of these strategies is not the focus of concern; rather this research explores and analyzes the influential factors of the external and internal environments, and the relationship between these factors and the strategy choices. The research data collected through interviews and a questionnaire is analyzed to compare correlations of the current external and internal difficulties, the strategies taken and the key success factors. The statistical methods employed to find out the key successful factors that significantly influence the competitive strategies, include descriptive statistics analysis, factor analysis, ANalysis Of VAriance between groups (ANOVA), Chi-square, Pearson Correlation and Regression. Finally, a model of the competitive decisive strategies is constructed. Descriptive analysis is used to investigate school functioning. Based on business viewpoint and models, the competitive advantages and core competence of private universities is elaborated on.
Based on the questionnaire, we may understand the current problems of private universities, their external opportunities and threats, as well as internal strengths and weakness with which the decision makers are confronted. By means of SWOT, school decision makers can evaluate the environment and then mold their competitive strategies. Based on the correlation analysis between independent variables [External Environment Recognition], [Internal Environment Recognition], [Key Successful Factors], and dependent variable [Competitive Strategies], the result of the correlation analysis is significant. Based on this SWOT analysis, the administrators in charge can develop their decision-making model, which comprises the framework of this research. The Coefficient Beta statistics indicate that the school, its board of directors and the government play crucial roles in strategic planning. The more emphasis these autonomous bodies -- the school, board and government -- place on their relationship, the more strategic planning is emphasized, and vice versa.

並列關鍵字

SWOT ； Factor Analysis ； ANOVA ； Pearson Correlation ； internal analysis ； external analysis ； competitive strategies ； strategic management ； private universities ； higher education