補習教育產業之企業經營策略研究：以Y公司為例

Abstract

在少子化衝擊下，以學生為主要來源的補教業者，首當其衝，備受影響，因招生成績不佳，導致補教業家數逐年縮減，在風潮中堅持的補教業者仍同樣受到重大影響，競爭卻愈趨激烈，如何在此環境下找出自身的市場競爭優勢成為不可忽視的關鍵因素。本研究以SWOT分析理論為基礎，為補教業之個案公司進行質性訪談作為初級資料蒐集，並蒐集公司資料作為次級資料來源，將此三種資料所蒐集到之資訊做為研究架構基礎，對個案公司之競爭優勢與策略規劃進行分析研究，以探討產業外部環境所帶來的機會與威脅及企業內部資源的優劣勢，進而發展出對於企業有效的策略規劃。經本研究分析，除受少子化影響外，同業間競爭更趨激烈，國中補習班增設高中課程，高中補習班下設國中課程，嚴重影響雙方招生來源。另一方面，因補習班規模及地理位置所招收的學生具備不同的學習需求，因此在企業內部仍須優化其資源，以創造並鞏固其在市場中的競爭性。提升服務價值、拓展商機及客制化商品、生產供應強化與整合、行銷優化打破品牌刻板印象，四項策略皆能有效幫助企業提升市場競爭優勢，以利未來發展及鞏固現今地位。Under the impact of the low-birth rate, the cram school industry, whose main source is students, bears the brunt of the impact. Due to decreasing enrollment amount, the number of cram schools has been declining on a year-by-year basis. However, the others that still survive in this tough trend are also greatly affected, and the competition is becoming more and more fierce. “How to find one's own market competitive advantage in this environment” has become a significant and not be ignored factor in the competitive market. Thesis will employ SWOT analysis theory as a theoretical basis to conduct qualitative interviews with the case company as an initial method of data collection, and collect company documentary as the secondary of data collection. The data collected from these three resources will be the basis of the research framework to analyze the case company’s competitive advantages and its strategic in order to explore the strengths/weaknesses of the case company and the opportunities/threats from the external environment, and then the author will develop and recommend effective strategies to the company.According to the analysis of this study, in addition to being affected by the low-birthrate, competition among an industry has become more and more intense. Junior high school cram schools offer high school courses, and high school cram schools have junior high school courses. This situation seriously affects the source of enrollment for both sides. Moreover, due to the size and geographical location of the cram schools, the students have different needs of learning methods, so it is necessary to optimize enterprise’s resources to create and consolidate its competitiveness in this high competitive market. Enhancing service value, expanding business territory& customizing products, strengthening& integrating the supply of resources, and optimizing marketing strategies to create new brand image. All four strategies can effectively help companies enhance their market competitive advantages to consolidate their current positions and to facilitate future development.