| 摘要: | 全球少子化現象已日益嚴重，所衍生出的問題更直接影響了市面上課後照顧機構的經營與生存。面對競爭激烈的景況，那些營利性課後照顧機構的企業經營方針也得從保守轉往積極出擊的角色。
本研究所使用的研究方法為個案研究法，對象是一間從2002年開始在天母地區耕耘的兒童課後照顧中心。當補教產業的環境已逐漸隨著時間而開始悄悄地產生變化的同時，區域裡同業競爭變得更加激烈。雖然在美語部門和課後照顧部門的學生人數有明顯上升，更超越不少周圍的同業機構，但為了長久穩健的經營發展，研究對象當然得了解，自身擁有的優勢和需要的補強是什麼。本研究著重從服務設計到商業模式的經營競爭策略，第一階段先透過市場調查，探討天母的國小學童家長之市場區隔，並選定目標市場。發現大多數的家長十分在意孩子的休閒運動，都會盡力讓他們參與課後的運動類社團。第二階段以目標市場的顧客為使用者，利用個案研究，探討目標市場家長的需求，並定義服務概念。再根據目標市場的需求研究，專注產出顧客服務旅程和服務藍圖，並透過價值主張來確認每個服務價值上的定位。最後利用原型製作和測試來檢視創新的服務流程，提出改善和建議以利於提高課後照顧服務中心的服務品質和價值。第三階段再利用藍海策略的策略草圖，來分析創新之後課後照顧服務的差異化。第四階段再根據此創新服務的產出，來建立符合需求的商業模式。
研究結果顯示，一般既定印象中的老師樣子，不論是頭髮顏色、年齡、長相、身形、什麼科系出身都已不若以往重要，反而在態度、能力、想法、凝聚向心力、互動、小孩喜愛認同與否才是家長需要、相信且會願意接受的競爭策略。
The global birthrate phenomenon has become increasingly serious, the derived problem is more directly affected by market class after the care Agency business and to survive. Facing the fierce competition of the situation, those for-profit after-school care of business the minute hand also from the conservative to the aggressive attack of the character.
This study used the research method is case study method and participant observation method. They also need to understanding of its own advantages and need reinforcing what is it. According to the case of the conditions and the strengths, weaknesses, to establish compliance with the requirements of the business model. This study uses the case study method, it includes SWOT, Porter five forces analysis and PEST. It provides viable strategies under inside and outside environmental considerations.
To participate in the research found, generally given the impression that the teacher has as ever, regardless of hair color, age, looks, physique, what departments of Origin also have not in the past important. The opposite attitude, ability, thoughts, cohesion centripetal force, interactive, kids, favorite agree with or not is the parents need to, believe in and be willing to accept the project. |
