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  • 學位論文

國中小補習班經營關鍵成功因素之研究

A Study of the Key Success Factors for Elementary and Junior High Cram School Management

指導教授 : 廖森貴 吳斯偉
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摘要


根據內政部的統計資料顯示,2010年台灣出生率只有0.721%成為全球出生率最低的國家,顯示台灣近年來少子化的趨勢已非常明顯,少子化對教育相關行業的影響甚鉅。當學生來源變少,補習班與相關的教育事業必須走向多元化、精緻化的教育品質,無論是教學方式的創新,還是教材的精緻多元,都維繫在教育品質上,如果可以找到其中重要關鍵成功因素,對招生的質和量都會有相當大的助益。 因此本研究主要是探討國中小補習班經營之關鍵成功因素,首先透過文獻整理出相關產業經營的構面與關鍵成功因素,並找四位補習班專家做訪談,彙整出四個關鍵構面與十二項關鍵成功因素,其中四個構面分別是經營策略、企業組織、店面營運與行銷策略。 最後經層級分析法(Analytic Hierarchy Process, AHP) 找出各構面與關鍵成功因素的權重,研究結果發現「經營策略」是四個構面中最重要的構面,而「口碑行銷」是整體十二個關鍵成功因素中最重要的關鍵因素。另外還發現補習班這個行業還是有區域性的限制,「口碑行銷」、「品牌形象」與「班址位置選擇」這些與地區性比較相關的關鍵因素反而比較重要;「網路行銷」對補習班經營者來說,卻不是顯得很重要。以上結論希望提供給國中小補習班經營業者,做為增加企業競爭優勢、提昇產業地位的參考。

並列摘要


According to the statistics from Ministry of the Interior, the birth rate has declined to 0.721% in 2010 and it has made Taiwan the lowest birth rate country. It is obvious that Taiwan is facing the impact of a low birth rate these years. When the number of students decreases, the cram school and other educational business can not only require the quantity of students but needs to focus more on diversified and exquisite teaching quality. Whether the innovation of the teaching methods or multiplication of the teaching materials, they both reflect on the quality of teaching. If we could find the crucial key success factors management of cram school, it would be relatively helpful to students’ enrollment. The purpose of the study is to realize the key success factors of elementary and junior high cram school management. First, finding out the key success factors of the related business through literature review and interviewing four experts from different cram schools are ways of synthesizing four crucial aspects and twelve key success factors. The four aspects are management strategies, business organization, operation and marketing strategies. At last, we can conclude the importance of different aspects and key success factors through AHP. The result of the research explores that the management strategies is the most significant aspect. Word of mouth marketing is the most important key success factors among twelve items. Besides, the location of the cram school has its influence as well. Therefore, word of mouth marketing, brand image and location of the cram school are more influential factors. Online marketing is relatively less important to the cram school owners. The results conducted above are reference for cram school managers to increase the strengths and positions in this industry.

參考文獻


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