北台灣短期補習班經營與行銷策略個案分析;The Operation and Marketing Strategy of Cram Schools in Northern Taiwan - A Case Study

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题名:	北台灣短期補習班經營與行銷策略個案分析;The Operation and Marketing Strategy of Cram Schools in Northern Taiwan - A Case Study
作者:	吳家誠;Wu, Chia-Cheng
贡献者:	高階主管企管碩士班
关键词:	少子化;強弱危機分析;態勢分析;短期補習班;declining birth rate;SWOT;TOWS;Cram school
日期:	2023-06-08
上传时间:	2024-09-19 16:18:59 (UTC+8)
出版者:	國立中央大學
摘要:	全台灣補習班數量超過17,000家，遠多於便利商店數量（約12,000家），如何在眾多補習班環繞下以及少子化的劣勢及危機影響下，將補習班經營完善，脫穎而出。經補習班與人口比例、學生在外學習支出等，分析板橋莒光國小周圍適合開設國小短期補習班。個案補習班使用強弱危機分析（SWOT）/態勢分析（TOWS）方法探討板橋某短期補習班併購案，探討補習班經由家長、學生、政府、環境、師資、ESG、CSR、其他等各種面相，決定補習班經營模式及未來經營方向。並運用攻擊策略、預防策略、補強策略及退避策略以解決其原本經營不善的問題。經由上述改善後，解決該補習班痛點及決定未來經營方向，由2022年8月開始獲利，預計至2024年10月可以回收所有資本。;The number of cram schools in Taiwan exceeds 17,000, which outnumbers Taiwan’s convenience store(about 12,000 stores). How to improve the management of cram schools and stand out under the influence of many cram schools and the disadvantages and crises of declining birthrate. Based on the ratio of cram schools to the population, students′ study expenditure, etc. It was analyzed that the area around Juguang Elementary School was suitable for opening cram school. Then uses the SWOT/TOWS method to discuss the merger and acquisition of a cram school in northern Taiwan, and analyzes its business model and future direction from the perspectives of parents, students, government regulation, environment, teachers, ESG, CSR, and others. The poor management issue was solved with the attack, prevention, reinforcement, and retreat strategies. Following these improvement measures, solve the pain points of the cram school and decide the future business direction, the cram school started to gain profit in August 2022 and is expected to have full recovery of its capital in October 2024.
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