| 摘要: | 近年來「專業補教」逐漸受到社會上普遍的認同與接受；然而教育事業著實是項經營成本龐大的投資。台灣土地成本昂貴、人事費用高昂、設備需時時更新，以趕上時代潮流。但因升學的競爭社會上普遍對補習教育仍需求若渴，然而除上述的經營成本外，加上外在環境的日益變化、生育率逐年降低，促使大量補習班業者在現今的環境下面臨更大的挑戰。 因而激起本人想深入研究，是否可在既有的資源基礎下，增進本身的核心能力並試圖以多角化經營的理念，導入市場導向的觀點，期望能為補教事業注入一股新契機，開拓另一片發展空間。
研究結果顯示補教事業以多角化方式經營安親課輔班、才藝班、國小補習班，雖是各補習班積極想拓展的目標市場，但礙於需投入新的設備成本及人事費用，雖補習班多已涉獵此區塊，但效益顯然未如預期，究其原因乃是大多數補習班業者的內容同質性高，反失其專業的競爭力。
至於市場導向對於核心能力與多角化經營的影響力，在補教事業中
「情報的搜集」 、 「情報的傳播」 、 「情報的反應」等市場機制的反應是公認的重要，也對經營績效有顯著正向影響，可見行銷理念在補教事業中，確實是一項重大要件，但與核心能力、多角化經營此變項融合後，卻產生負向顯著影響，此結果顯示出，在補教事業中，過度強調市場機制的反應，會有太商業化的感覺反而會對經營績效產生負面影響。此實證結
果可做為補教事業經營者，深思與參考的依據。
In recent years, the “professional cram school education” has been recognized as a needed additional institution on top of the existing education systems. However, education business is indeed an investment that requires great operating costs which include cost for the premise, human resources，and all kinds of facilities which need to be renewed frequently. Due to the competition in getting into a prestige school, the demand in professional cram school is still huge; in addition to the aforementioned operating costs, the ever changing environments, and low birth rate has caused a great deal of the professional cram schools to face a great new challenge. Owing to this, it has impelled me to make more in-depth researches to further understand if it is possible to increase the core competence and introduce the notion of market orientation with the concept of diversified operation on the base of the existing resources so as to infuse new opportunities into the children education business and expand a new development space.
From the findings, it’s shown that the diversified operation of
after-school classes, talent classes, and English classes in the junior cram school business has become the targeted development market in this field.
However, due to the requirement of the cost of new facility and personnel
expense, mostly, although the development of this field has already involved
in this dimension, the result is not as good as it’s expected.
It’s generally acknowledged that the market mechanisms of “information
collection”, “information dissemination” and “information response” are not
only very important to cram school business, Although marketing is essential to cram school business, after blending with core competence and diversified operation, a negative significant influence is shown. This finding manifests that in cram school business, over stressing the reaction of market mechanisms might lead to an over-commercialized impression . This empirical finding could be taken by the business operators in cram school as reference for further consideration. |
