博碩士論文 104451005 詳細資訊




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姓名 彭小紋(Hsiao-Wen Peng)  查詢紙本館藏   畢業系所 企業管理學系在職專班
論文名稱 美語補習班的創新服務
(The innovative services of the English Cram School)
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摘要(中) 具備良好的外語能力視為能提升個人及國家的競爭力,台灣目前以英語為主要第二外語。兒童美語補習班亦然成為校外英語學習最重要的學習場所。而補習班亦屬服務業,與其他產業最大的不同在於提供的對象為人,面對顧客必須更加精緻、更具創新以滿足顧客需求。因此,以教學技術為導向、教育服務為主要內容的補教業,如何提供創新的服務內容,追求永續經營發展,為補教業者需面對的課題。
本研究以行銷組合7P模型為基本架構,結合服務藍圖理論,導入服務流程以建立創新服務評估模式,探討兒童美語補教業於創新服務之研究,希望透過研究了解目前美語補習班經營之現況,窺探補習班以行銷組合7P分析實際過程是如何運作,並依據研究結果提出具體建議,提供經營者自我行銷方案之檢討,以及作為經營者面對消費者抉擇之參考依據。研究方法採用與經營者進行深度訪談法,共有6位以獨立經營或加盟連鎖之美語補習班透過實地觀察及接受一對一的訪談,根據所得資料結果以暱稱方式表示,並獲致以下結論:
一、花心思想於產品中,留住優秀學生、確保人才穩定
二、放棄價格戰,提供更豐富的服務
三、缺乏通路,開發教材也可能曇花一現
四、不同品牌合作,各取所需
五、留住顧客,必須先留住老師
六、教室變身歐洲風,上課就像出國
七、把握每一次跟客人的接觸
摘要(英) Having good foreign language ability is regarded as enhancing the competitiveness of individuals and countries. Taiwan now uses English as its second major language. The children′s English language school also became the most important learning place for off-campus English learning. The cram school is also a service industry, and the biggest difference from other industries is that the object to be provided is a person. The customer must be more refined and more innovative in order to meet customer needs. Therefore, the supplementary education industry with teaching technology-oriented and educational services as the main content, how to provide innovative service content, and the pursuit of sustainable business development are the topics that the supplementary education industry needs to face.
This study takes the marketing mix 7P model as the basic framework, integrates the service blueprint theory, and introduces the service process to establish an innovative service assessment model. It discusses the study of the children′s American language supplementary education industry in innovative services and hopes to understand the current status of the current American language tuition classes through research. A peep into the cram school is to analyze how the actual process operates with the marketing mix 7P, and based on the research results, put forward specific proposals, provide a review of the self-marketing scheme of the operator, and serve as a reference for the operator to face the consumer choice. The research method used an in-depth interview with the operator. A total of 6 American language tuition classes that were independently operated or franchised through field observations and one-on-one interviews were presented in a nickname based on the data obtained. The following conclusions were reached:
1.Spend thinking in the product, retain outstanding students, ensure the stability of talent
2.Give up the price war and provide more abundant services
3.Lack of access, development of teaching materials may also be a flash in the pan.
4.Different brand cooperation, each need to take
5.To retain customers, you must first keep the teacher
6.The classroom turned into a European style, the class is like going abroad
7.Grasp every contact with the guests
關鍵字(中) ★ 補教業
★ 英語教學
★ 服務創新
★ 行銷組合
★ 服務藍圖
關鍵字(英) ★ supplementary education
★ English teaching
★ service innovation
★ marketing mix
★ service blueprint
論文目次 中文摘要.................i
Abstract................ii
誌謝.....................iv
目錄.....................v
圖目錄...................vii
表目錄...................viii
第一章緒論................1
第一節研究背景與動機.......1
第二節研究目的與問題.......4
第三節研究流程與架構.......4
第二章文獻探討.............6
第一節美語補習班...........7
第二節服務與創新...........8
第三節行銷組合7P模型.......21
第四節服務藍圖.............24
第三章研究方法.............26
第一節研究架構.............26
第二節資料分析方法.........27
第三節研究對象.............28
第四節研究設計.............30
第五節研究限制.............32
第六節研究倫理.............32
第四章研究結果.............34
第一節海青美語之創新服務....34
第二節林森美語之創新服務....39
第三節能力美語之創新服務....42
第四節格麗美語之創新服務....46
第五節竹仁美語之創新服務....49
第六節萊莎美語之創新服務..........52
第七節綜合六家美語之創新服務分析...56
第八節綜合六家美語之行銷組合分析...60
第九節個案之行銷組合與顧客關係.....66
第五章結論與建議..................68
第一節研究結論....................68
第二節研究建議....................71
參考文獻.........................72
中文部份.........................72
英文部份.........................74
附錄一 訪談大綱...................78
附錄二 受訪同意書.................79
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指導教授 林建煌(Jian-Huang Lin) 審核日期 2018-7-20
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