台灣文教連鎖企業開拓經營中國市場之個案研究

A case study on market development and management from Taiwan’s educational chain enterprise in China.

羅秋妍(Ghiu-Yen Lo)

指導教授 ： 吳清基

淡江大學/教育學院/教育政策與領導研究所碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00780

摘要

本研究旨在探究台灣文教連鎖企業開拓中國大陸市場發展歷程、經營策略與面對的風險因素及創新做法，俾能根據研究結果提供相關建議。本研究選取經營中國大陸教育市場多年之個案大○幼教集團、○之○國際文教機構為研究對象，進行半結構式訪談，依據研究結果，本研究歸納結論如下：
一、目標消費者對於教學環境品質與學習成效均非常重視。
二、品牌優勢與創意靈活度和教育理念是吸引中國業者合作交流的主要因素。
三、風險因素須考量營運的資金和人力資源不穩定，投資需要考量當地的政治、經濟與社會文化環境因素的影響。
四、開拓中國大陸教育市場的時機與環境條件不一，而各有不同的發展歷程。
五、未來經營中國大陸市場時，應專注本業，並透過網路雲端科技，才能更有效經營中國大陸教育市場。
根據上述研究結論，本研究提出若干具體建議，以供未來要開拓經營中國大陸市場的台灣文教連鎖企業業者、政府相關部門、人民團體及後續研究之參考。

關鍵字

台灣文教連鎖企業 ； 經營開拓 ； 中國大陸市場

並列摘要

This study aims to explore Taiwan’s educational businesses, including their business development in mainland China, their business strategies, the risk factors they face there, and their innovative practices. Semi-structured interviews were conducted with AAA Early–Childhood Education Group Limited and BBB International Education Corp., two Taiwanese educational business chains. The conclusions of the study are as follows:
1.The target customers in mainland China place a high degree of importance on the teaching environment and student performance.
2.The principal factors that make cooperation with Taiwanese educational businesses attractive to their Chinese counterparts include their brand advantage, their creativity and flexibility, as well as their educational philosophy.
3.The major risk factors faced by Taiwanese businesses include those related to business capital and unstable human resources. When operating in China, Taiwan’s educational business chains must take the local political, economic and socio-cultural factors into consideration.
4.The two Taiwan educational business chains surveyed have different experiences of development due to the fact that their entrance into the Chinese market and the conditions at those times were different.
5.In order to operate efficiently in the Chinese market in the future, Taiwan’s educational business chains must pay attention to developments and make effective use of Internet and cloud technology.
Based on the results mentioned above, this study provides suggestions for future educational businesses that plan to enter the Chinese market, relevant government departments, nongovernment associations and future researchers.

並列關鍵字

Taiwan’s educational business chains ； business operations ； the Chinese market

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