本研究旨在探討如何在少子化市場創造補教業紫牛,及達成紫牛後的效益情形。研究過程中聚焦探討創造補教紫牛的策略,策略如何執行及執行號所獲得的效益。 本研究以文獻分析法與深度訪談法進行,以利益抽樣方式選擇台中市某家經營十七年的補習班業者作為本研究之研究對象。自2015年3 月1 日起至2015年 3 月15日止,共進行 3 次的深度訪談。本研究結果獲至三點結論為: 一、 補教業創造紫牛的策略為:進行市場區隔、符合顧客需求、合作經營模式與行銷策略攻勢。 二、 補教業紫牛的策略執行為:強化品牌的效應、提升顧客忠誠度與推動策略聯盟。 三、 補教業達成紫牛後具有補教市佔率提高、營收獲利空間增大兩大效益。 最後根據研究結果和發現,針對未來相關研究者,提出若干建議,希望對未來關注補教業的人有所助益。
This study is to discuss the issues that how to be the “Purple Cow” during the market declining birthrate and what benefits it will bring to us. It focuses on the strategies that can help us to be the Purple Cow in the cram school market, the implementation and the profits we can gain. This study is based on the document analyses and the extensive interviews. According to the purposive sampling, we chose the target that is a cram school owner in Taichung who has run the business for 17 years. We had three deeply interviews from March 1, 2015 to March 15, 2015 and got three conclusions. I. The strategies of being the “Purple Cow” are as following: a. Market segmentation. b. Meeting customer’s needs. c. Cooperative business operation. d. Marketing strategies. II. The implementation of being the “Purple Cow” is as following: a. Consolidate the influence of the brands. b.Strength customers’ loyalty. c. Promote strategic alliance. III. The two beneficial results that when we become the “Purple Cow” are as following: a. Increase market share. b.Yield more revenue and profits. According to the researches and results, there are some important suggestions for other researchers. Besides, this study provided some advices for the people who are interested in the management of cram schools.