從家長觀點探討補教業關鍵成功因素－以大台北地區補習班為例

Exploring The Key Success Factors of Cram Schools on Parental Perspectives─A Study of Cram Schools in Taipei Area

張義雄(I-Hsiung Chang)

指導教授 ： 洪英正

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00041

摘要

近年來，由於台灣地區大環境的改變，國人對於語文程度的重視及家長望子成龍、望女成鳯的傳統觀念，對於補習班的須求也相對提高。目前在台灣地區，政府對於補教業的素質的相關要求僅止於硬體部份，對於補習班相關的教學或管理品質並無實際上的掌控，然而家長對於補習班的選擇，其實也有其考量，所以儘管少子化及社會不景氣的同時，很多的補習班也能夠門庭若市，相對的很多補習班也經營困難，而搖搖欲墜！近十年內台灣地區出生人口數逐年下降（從30多萬人降至20萬人），但補習班家數逐年增加（從民國86年到95年間，快速的成長了五倍），更加劇補教產業之競爭性。
　　 本研究從家長觀點探討補教業關鍵成功因素並以大台北地區補習班為研究對象。本研究經過文獻蒐集、補習班經營者腦力激盪會議、問卷初測，專家座談後再對經營十年以上，學生人數三百人次以上之補習班的國小一至六年級小朋友的家長問卷調查，共取得有效樣本633份。透過問卷調查實證分析，本研究獲得以下結果：
A•家長觀點，分析得知家長認為最重要的關鍵成功因素分別為1.專業師資2.學生生活管理3.具合法性 4.經營管理。
B•北縣家長明顯較北市家長希望孩子在補習班能夠快樂學習，所以若補習班是開在台北市者，經營方向應擺在如何讓孩子在補習班學習到最多的東西，獲得最大的成長；若補習班是開在台北縣，就得注意孩子學習的過程是否是快樂學習，否則孩子可能很快就會流失，盡管孩子的成績可能有不錯的進展，也可能流失學生。
C•家庭月平均收入越高者越重視補習班聘請的是否為專業的師資，而台灣社會少子化的趨勢確已形成，所以補習班經營的方向應該是要走向專業高品質，且收費較高的經營方式。
D•從問卷中分析得知較認同補習班存在價值的家長較重視的關鍵成功因素有以下八項1. 具熱忱與高EQ師資、2 .敬業師資與多管道師資來源、3.優良硬體、4.廣告招生宣傳、5.教務、6.充分瞭解家長對補教業期望（包含補教業者具正確辦學理念、提供資優教育的環境…等）、7. 充分瞭解家長對子女能力培養期望、8.充分瞭解父母對子女學習過程期望。
E•除研究發現外，本研究之結果可提供補習班經營者、政府機關以及一般家長，作為診斷或評鑑補教業經營優劣之參考。若評鑑或研究補習班之成功關鍵因素時，時間較長者，可考慮使用長式量表（共123項問卷項目）；若時間較短則可考慮短式量表（共30項問卷項目）。

關鍵字

補教業 ； 補習班 ； 關鍵成功因素 ； 家長觀點

並列摘要

Recently, due to the change in Taiwan’s environment, as the focus on the importance of language ability by people and the parents’ anxiety on their children’ education, so the demand for cram schools are higher than before. However, the only affair that the government regulates on cram schools is no more than providing acceptable facilities. There are few specific standards for qualification on teaching and class management. Parents, in a way, do have their own criteria for selecting ideal cram schools. Therefore, many cram schools are still thriving especially facing the economic recession and the trend of fewer children. During these ten years, the birth of children in Taiwan is fewer and fewer by years and reduces from three hundreds thousand to about two hundreds thousand, but the numbers of cram schools become more and more-step up quintuple from 1997 to 2006.
The purpose of this study is to investigate the key success factors (KSFs) in Cram Schools on parental perspectives, based on a study of cram schools in Taipei area. This research was conducted through document collection, brainstorm meeting of cram school managers, preliminary questionnaire surveys and symposiums, finally a survey was conducted. The subjects of this survey were parents whose children are students of cram schools which have been set up for over 10 years and have a number of over 300 students. Finally there are 633 valid subjects were returned.
The data of the survey were analyzed and the result is shown below:
I. From parents’ point of view, the key success factors in Cram Schools will be1.professional teachers 2.student management 3. legality 4.business management.
II. Parents in Taipei city showed lower intent toward “joyful learning” while parents in Taipei County showed higher tendency on that aspect. Therefore, cram schools in Taipei City need to focus on how to make students learn more knowledge and become more mature. On the other
hand, cram schools in Taipei County should pay attention on whether students are learning happily or not, otherwise the cram schools may lose their students despite the progress in their grade records.
III. Families of higher income would pay more attention on qualification of teachers. As the trend of fewer children was formed, so cram schools need to be more professional and high-priced in order to keep the market stable.
IV. The key success factors in cram school are shown in the survey, which concludes in the following eight points: 1.teachers with enthusiasm and higher EQ 2. recruiting teachers from various sources 3. good facilities 4. advertisement 5. academic affairs 6.understanding expectation of parents on cram school industry-including cram schools with right visions of running schools, and cram schools with designing of gifted education, etc.. 7.understanding expectation of parents on cultivation of their children. 8.understanding expectation of parents on learning process of their children.
V. In addition to the abovementioned findings, this research will provide valid criteria (KSFs) for cram school managers, government and parents on evaluating related affairs of cram schools. When evaluating or exploring the key success factors of cram schools, if time is enough, we can use the long-form survey, which includes 123 items. If there isn’t enough time, we can use the short-form survey, which includes 30 items.

並列關鍵字

cram school

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