上海幼兒教育市場之研究

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Title:	上海幼兒教育市場之研究
Other Titles:	Early childhood development and education in Shanghai
Authors:	范峰魁;Fan, Fong-Kuei
Contributors:	淡江大學中國大陸研究所碩士班楊景堯
Keywords:	上海;幼兒教育;幼稚園;ＳＯＷＴ分析;經營策略;Early childhood education;Shanghai;Kindergarten;SWOT;perating and Management
Date:	2011
Issue Date:	2011-06-16 21:44:22 (UTC+8)
Abstract:	2001年12月11日中國大陸正式加入世界貿易組織(WTO)後，隨著大陸內需市場的逐步開放，上海地區不論是市場規模、開放程度與民眾消費能力都名列中國所有城市前茅，此外在一胎化政策效應下，中國的父母對於兒童教育的關注與消費投入也不斷提升。而在2011年上海需入園的幼兒數量將增加到50萬人，所需幼兒園將要1500所，可見未來缺口約500所。僅從2008年看，上海的幼兒園就需要增加200所。因為2006、2007年出生的孩子即將進入幼兒園，特別是現在重視早期教育的家長，都希望早點把孩子送進幼兒園學習，因此，形成了一個龐大的幼教市場。而本研究旨在探討上海幼兒園之市場生態，並研擬可行之經營策略，採用個案研究法，選取台商吉的堡與三之三為研究對象，以進行文獻分析、檔案資料，成為資料蒐集來源，以經營策略SWOT分析後，再進行內部資源優、劣勢與外部環境機會、威脅配對，形成經營策略矩陣，研擬出可行之經營策略。並且得出下列四項結論：一、探討上海幼兒園的發展現況二、探討上海幼兒園的經營環境三、SWOT分析及研究個案在上海幼兒園的經營策略四、綜合研究結果，提出幼兒園經營策略之建議 After Mainland China entered into WTO on Dec. 11th, 2001, with the opening of domestic market, Whether in Shanghai market size, openness and public spending power are among the highest in all Chinese cities, in addition to the effects of one-child policy, China''s concern of parents for children''s education investment and consumption has been increasing. This study is an investigation of the environments in which Taiwan enterprises invest in kindergartens of Mainland China, with a view to suggesting some feasible strategy. For our case study, we have selected Kid Castle Kindergarten and 3&3 Kindergarten as our subjects and analyzing literature, filing data.These efforts have become our source of data. After applying the SWOT Analysis on our data, we have also done a comparison of the advantages and disadvantages of our internal resources with the external environments and threats, thus forming a matrix of operational strategy and proposing some feasible operational policy. 1 Of the current development of Shanghai Kindergarten. 2 Kindergarten of Shanghai''s business environment 3 SWOT analysis, and analysis of case management strategies kindergarten in Shanghai. 4 Based on the findings, put forward proposals kindergarten management strategy.
Appears in Collections:	[Graduate Institute of China Studies] Thesis

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