台灣中小型補教業關鍵成功因素之探討

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Title:	台灣中小型補教業關鍵成功因素之探討
Other Titles:	The Study on the Key Success Factors of Small and Medium-Sized Supplementary Education in Taiwan
Authors:	王麗美 Wang, Li-May
Contributors:	劉俊儒;王凱立 Lin, Chun-Ju;Wang, Kai-Li 會計學系
Keywords:	補教業;經營商業模式;經營策略;競爭優勢 Supplementary education;Business model;Transformation strategy;Competitive advantage
Date:	2019
Issue Date:	2019-12-16T06:43:19Z (UTC)
Abstract:	本研究旨在探討國內補教產業之關鍵成功因素，提供業者經營策略之參考。本文之研究目的有三：(一)探討國內補教業之發展現況 (二)探討國內補教業之內外部環境分析(三)探討國內補教業之經營策略。本研究採個案研究方式，以半結構式訪談問卷為研究工具。參考Osterwalder and Pigneur(2012)提出的商業模式九宮格架構，林淑惠(2015)提出的補教業經營之策略，Porter(1985)提出的企業擬定競爭策略等擬定訪談問卷。本文重點結論如下：(1)雖然少子化造成學生數減少，但因家庭教育資源集中於少數子女身上，反而造成補教業前景一片光明。(2)國內補教業經營策略內部SWOT 分析發現，補習班面對新課綱實施，課程內容、設備、師資必須調整。除實力、地點、口碑之外，招生行銷與包裝將會更重要。(3)補教業經營策略外部PEST分析發現，兒童與英語補教市場仍然龐大，第二外語需求逐漸增加。應掌握數位教材與學習，動手課程需求。(4)國內補教業之經營策略分析發現，補習班的經營價值主張包括:學生人格、自學、多元專長等；在關鍵資源與市場區隔包括: 師資、遊戲化課程、精緻教學等；在顧客需求包括:品格教育、個別輔導等；行銷通路包括:社會服務、家長說明會等；策略聯盟與合作模式包括:社會文教基金會、科學和資訊產業合作等；差異化經營策略包括:教學活潑、個別指導、小班教學等。 This study aims to explore the key factors for the success of the domestic education industry and provide a reference for the business management strategy. The purpose of this paper is threefold: (1) to explore the current development of domestic re-education industry (2) to explore the internal and external environment of domestic re-education practitioners Analysis (3) Exploring the transformation strategy of domestic supplement operators. This study adopts a case study method with a semi-structured interview questionnaire as a research tool. Referring to Osterwalder and Pigneur's business model(2012), the nine-grid structure, Lin Shuhui's strategy of re-education(2015), and the proposed competition strategy by Porter(1985).The main conclusions of this paper are as follows: (1) Although the number of students is reduced due to the decrease in the number of students, the family education resources are concentrated on a small number of children, which in turn leads to a bright future. (2) The internal SWOT analysis of the domestic supplementary education business strategy found that the remedial classes were implemented in the new curriculum, and the course content, equipment, and teachers must be adjusted. In addition to strength, location, and word of mouth, enrollment marketing and packaging will be more important. (3) The external PEST analysis of the supplementary education business strategy found that the market for children and English supplements is still huge, and the demand for second foreign languages is gradually increasing. Should master the teaching materials and learning, hands-on course needs. (4) Analysis of the transformation strategy of domestic supplement operators found that the business value proposition of the tutoring class includes: student personality, self-study, multi-specialization, etc.; the key resources and market segments include: teachers, gamification courses, exquisite teaching, etc.; Customer needs include: character education, individual counseling, etc.; marketing channels include: social services, parent briefings, etc.; strategic alliances and cooperation models include: social culture and education foundation, science and information industry cooperation; differential transformation strategies include: active teaching , individual guidance, small class teaching, etc.
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