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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/143749


    Title: 少子化及政策影響下之私立幼兒園經營策略:以新北市某幼兒園為個案研究
    The business strategy of private preschool under the impact of declining birth rate and policies:A case study of a preschool in New Taipei City
    Authors: 陳柏健
    Chen, Po-chien
    Contributors: 鄭至甫
    Jeng, Jyh-Fu
    陳柏健
    Chen, Po-chien
    Keywords: 私立幼兒園
    經營策略
    SWOT
    TOWS
    策略鑽石模型
    Private Preschool
    Business Strategy
    SWOT
    TOWS
    Strategic Diamond
    Date: 2023
    Issue Date: 2023-03-09 18:19:12 (UTC+8)
    Abstract: 台灣的幼教產業自日治時代開始萌芽,近年來因新生兒人數持續降低,少子化現象嚴重,政府之少子化因應措施未見成效,造成生員市場持續萎縮,增加平價托育名額、發放育兒津貼等公共政策,以及相關法令規範的變革等,都造成商業邏輯與經營生態的改變,對於未加入準公共化之私立幼兒園的衝擊尤其劇烈;如何面對整體環境、法規政策、社會大眾主流觀點等外部議題,同時檢視自身之經營理念及組織擁有的特色及資源,找出創新轉型並永續經營的經營策略,是私立幼兒園經營必須正視的一個課題。

    本研究以新北市某直營連鎖幼兒園為個案分析對象,經由SWOT分析、TOWS分析,以及Strategy Diamond模型分析,探討個案機構的創新經營模式與策略;經個案分析後,本研究總結之結論,包括:區域型多校區整合運營、0-12歲一站式的服務型態、攜手合作夥伴提供多元服務、善用多重管道行銷、適性化及個別化的教育服務、品牌優勢與人力資源、以價值導向為發展目標、以永續共好為轉型核心等經營策略,應能支持私立幼兒園建構競爭力及經營優勢,以實踐經營者之教育理念及永續經營。
    The early childhood education industry in Taiwan began to sprout during the Japanese colonial era. In recent years, the number of newborns has decreased continuously, and the phenomenon of declining birthrates has become serious. The government’s countermeasures against the declining birthrate have not been effective, resulting in a continuous shrinking of the childcare market. Public policies such as distribution, as well as changes in relevant laws and regulations, have all caused changes in business logic and ecology, especially for private kindergartens that have not joined the quasi-publicization. How to deal with the overall environment, laws and policies, and mainstream perspectives, is a topic that private preschool must face up to when they examine their own business philosophy, characteristics and resources, and find out a business strategy for innovation, transformation and sustainable operation.

    This study takes a regular chain private preschool in New Taipei City as the case analysis object, through SWOT analysis, TOWS analysis, and Strategy Diamond model analysis, to explore the innovative business model and strategy of the case institution. According to the case analysis, the conclusions of this study include business strategies of regional multi-campus integrated operation, one-stop service pattern for 0-12 years old, working with partners to provide multiple services, making good use of multi‑channel marketing, adaptive and individualized education services, brand advantages and human resources, value-oriented development goals, sustainable co-benefits based transformation strategies, aiming to support private kindergartens in building enterprise competitiveness and superiorities, and to practice the education philosophy and sustainable development of the proprietor.
    Reference: 中文
    1.中央通訊社(2022)。2021年平均每天減少509人 5張圖表看懂台灣人口負成長。2022年1月10日。取自:https://www.cna.com.tw/news/firstnews/202201105009.aspx
    2.親子天下(2021)。2021新生兒不到16萬!「全入時代」來臨 今年高中畢業生都有大學讀。2021年12月16日。取自:https://www.parenting.com.tw/article/5091567
    3.中央通訊社(2022)。112年預算規模史上最大 少子女化、國防經費攀新高。2022年8月25日。取自:https://www.cna.com.tw/news/aipl/202208250109.aspx
    4.全國教保資訊網(2022)。https://www.ece.moe.edu.tw/ch/
    5.聯合國(2022)。取自:https://www.un.org/zh/global-issues/population
    6.遠見雜誌(2022)。台灣生育率世界最低!全球最少子化的5大國家,為什麼面臨老化危機?。2022年8月22日。取自:https://www.gvm.com.tw/article/93355
    7.內政部(2022)。《內政部戶政司全球資訊網-人口統計資料庫》。2022年12月1日。取自:https://www.ris.gov.tw/app/portal/346
    8.國家發展委員會(2022)。《國家發展委員會人口推估查詢系統》。2022年12月1日。取自:https://pop-proj.ndc.gov.tw/chart.aspx?c=2&uid=62&pid=60
    9.國家發展委員會(2022)。中華民國人口推估(2022年至2070年)。臺北市:國家發展委員會
    10.BBC Nesw(2021)。台灣生育率「全球倒數第一」 政府推優惠措施 前景仍不樂觀。2021年7月1日。取自:https://www.bbc.com/zhongwen/trad/57638398
    11.立法院(2021)。我國少子化問題對策研析。2021年2月20日。取自:https://www.ly.gov.tw/Pages/Detail.aspx?nodeid=6590&pid=207223
    12.邱翠蓉(2022)。新型冠狀肺炎疫情衝擊下私立幼兒園經營模式與策略之研究:以台南市私立幼兒園為例。國立臺南大學經營與管理學系高階管理碩士在職專班碩士論文
    13.行政院(2022)。110年度少子女化對策成果報告–0至6歲國家一起養。2022年3月3日。取自:https://www.ey.gov.tw/Page/448DE008087A1971/bde1422a-eb2c-4fed-ac17-a345c0ac6a8a
    14.王勝樑(2017)。少子化衝擊下兒童教育產業經營管理模式之個案研究。朝陽科技大學企業管理系台灣產業策略發展博士班博士論文
    15.邱志聖(2020)。策略行銷分析:架構與實務應用。臺北市:元照。
    16.教育部(2022)。《教育部全球資訊網》。2022年2月4日。取自:https://www.edu.tw/News_Content.aspx?n=9E7AC85F1954DDA8&s=9D475E9258B5B32B
    英文
    1.Chen, M. J. The Power of One: The Strategy Diamond Framework.
    2.Eisenhardt, K. M., & Graebner, M. E. (2007). Theory building from cases: Opportunities and challenges. Academy of management journal, 50(1), 25-32.
    3.Hambrick, D. C., & Fredrickson, J. W. (2005). Are you sure you have a strategy?. Academy of Management Perspectives, 19(4), 51-62.
    4.Weihrich, H. (1982). The TOWS Matrix-a tool for situational analysis. Journal of Long Range Planning, 15(2), 54-66.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    109932082
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109932082
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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