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    题名: 補教業品牌經營與服務系統個案分析
    A CASE STUDY ON THE BRAND MANAGEMENT AND SERVICE SYSTEMS OF SUPPLEMENTARY EDUCATION INDUSTRY
    作者: 蕭妙珊
    Hsiao, Miao-Shan
    贡献者: 邱奕嘉
    Chiu, Yi-Chia
    蕭妙珊
    Hsiao, Miao-Shan
    关键词: 補教產業
    7Ps營銷理論
    服務策略差異化
    Supplementary Education Industry
    7Ps Marketing Theory
    Service strategy differentiation
    日期: 2024
    上传时间: 2024-03-01 11:57:14 (UTC+8)
    摘要: 本研究主旨在於深入分析台灣補習教育市場中個案公司的品牌經營策略及服務系統。補習產業面臨激烈競爭，且面對多項嚴峻挑戰，尤其是後疫情時代學生學習型態的轉變。研究指出個案公司與傳統補習班的差異，著重於全年齡層教育服務和全科課程覆蓋，採用縱向垂直整合模式，提供從幼兒園至大學完整的學習體驗，並提供學子個性化的學習方案。
    透過7Ps營銷組合分析表，研究探討個案公司的品牌營銷策略。其強調地區化經營和數位整合，結合實體分校和線上學習平台，重視客戶需求，提供客製化且全方位的教學服務和個性化的輔導。市場推廣策略包括口碑宣傳、線上廣告和異業結盟，致力於提高品牌知名度和客戶滿意度。同時，介紹其對內實體管理服務系統的執行策略，結合數位服務系統的靈活學習方式和支援。再者，針對其服務策略，採取多科專業化、師資平台化和外部資源整合化的重要性，並分析其差異化服務策略，以因應同業競爭，突顯品牌經營策略的優勢，並透過服務系統相互結合的應對方式。
    研究指出，個案公司透過精準市場分析深刻了解教育市場需求，吸引注重學習品質的家長。公司從單科家教發展成為多科多元化的多分校體系，建立完整的教育系統，重視系統性和高品質的教育服務。雖遍佈全台，卻堅持直營模式，提供相似品質的教育服務，並融入地區特色，提供差異化服務。公司於成長階段進行關鍵經營策略轉變，從注重名師制度轉向強調教學系統整合和全面發展，建立競爭優勢並鞏固品牌形象。其品牌策略與教育服務系統相輔相成，鞏固了在台灣教育市場的領先地位。
    未來建議個案公司加強線上品牌形象，加強教學信息化、科技應用，提供更符合時代潮流的學習方案。同時強調人力資源管理的重要性，包括提供吸引力的薪資福利和建立鼓勵創新的工作環境。這些建議不僅關乎個案公司，也探索了補習教育產業的持續發展和有效管理人才的關鍵因素。
    This study aims to conduct an in-depth analysis of C Company's branding strategy and service system within Taiwan's supplementary education market. The supplementary education industry faces fierce competition and numerous challenges, particularly the shift in student learning patterns in the post-pandemic era. The research highlights C Company's differentiation from traditional tutoring centers by focusing on comprehensive educational services across all age groups and offering a wide spectrum of subjects. It adopts a vertically integrated model, providing a complete learning experience from kindergarten to university and delivering personalized learning plans for students.
    Utilizing the 7Ps marketing mix analysis, the study explores C Company's branding and marketing strategies. The company emphasizes localized operations and digital integration by combining physical branch locations with online learning platforms, prioritizing customer needs, and offering customized and comprehensive teaching services along with personalized guidance. Its marketing promotion strategy includes word-of-mouth marketing, online advertising, and partnerships with other industries, aiming to enhance brand awareness and customer satisfaction. Additionally, the research introduces C Company's execution strategy for internal physical management service systems, integrating flexible digital learning methods and support. It also underscores the importance of its service strategy, emphasizing multidisciplinary specialization, faculty platform development, and external resource integration to counter industry competition, highlighting the strengths of its branding strategy and the responsive approach through interconnected service systems.
    The research highlights that C Company deeply understands educational market demands through precise market analysis, attracting parents concerned about learning quality. It has evolved from single-subject tutoring to a diversified multi-branch system, establishing a comprehensive educational framework that values systematic and high-quality educational services. Despite its nationwide presence, the company maintains a direct-operated model, providing similar quality educational services while incorporating regional characteristics to offer differentiated services. During its growth phase, the company underwent a crucial strategic shift, transitioning from a focus on renowned teaching staff to emphasizing integrated teaching systems and comprehensive development, thereby establishing a competitive advantage and consolidating its brand image. The alignment between its branding strategy and educational service system solidifies its leading position in Taiwan's educational market.
    Future recommendations for C Company include enhancing its online brand image, strengthening instructional digitalization and technology applications to provide learning programs that resonate with contemporary trends. Emphasis on the significance of human resource management includes providing attractive salary packages and fostering an environment conducive to innovation. These recommendations not only pertain to C Company but also delve into the sustained development of the supplementary education industry and the critical elements of effective talent management.
    參考文獻: 中文文獻
    1. 李潮交流雜誌(2020)。2020年12月號174期
    2. 內政部統計處(2023)。台灣95-111年出生人數統計概況表
    3. 卓越股份有限公司(2022) 。法說會資料
    4. 高雄市政府教育局(2023)。補習班資訊管理系統。高雄市政府
    5. 教育部統計處(2020) 。109 學年國民中學教育消費支出調查」提要分析
    6. 邱曉誠﹙2015﹚。升學導向之台灣補教業進入中國教育培訓產業之經營發展策略-以陳立教育集團為例
    7. 親子天下，(2021) 。〈更新，讓我們能因應快速變動的時代〉
    8. 蕭大正﹙2022﹚。高雄市補教業品牌形象與服務行銷關係之研究
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    110932093
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0110932093
    数据类型: thesis
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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