| 摘要: | 近幾年來「專業幼教」，逐漸受到社會上普遍的認同與接受，然而教育事業著實是項經營成本龐大的投資，台灣土地成本昂貴，人事費用高昂，設備需時時更新，以趕上時代潮流，而外在的環境日益變化，生育率逐年降低，幼托機構近十年來卻增加47﹪，加以社會上普遍對美語教學的需求若渴，促使美語補習班業者，潛在威脅進入此一激烈競爭的市場，因而激起本人想深入研究，是否可在既有的資源基礎下，增進本身的核心能力並試圖以多角化營的理念，導入市場導向的觀點，期望能為幼教事業注入一股新契機，開拓另一片發展空間。 研究結果顯示幼教事業以多角化方式經營安親班、才藝班、美語班，雖是各園所積極想拓展的目標市場，但礙於需投入新的設備成本及人事費用，雖各園所多已涉獵此區塊，但效益顯然未如預期，究其原因乃是與坊間補習班業者的內容同質性高，反失其專業的競爭力。 至於市場導向對於核心能力與多角化經營的影響力，在幼教事業中「情報的搜集」、「情報的傳播」、「情報的反應」等市場機制的反應是公認的重要，也對經營績效有顯著正向影響，足見行銷理念在幼教事業中，確實是一項重大要件，但與核心能力、多角化經營此變項融合後，卻產生負向顯著影響，此結果顯示出，在幼教事業中，過度強調市場機制的反應，會有太商業化的感覺反而會對經營績效產生負面影響，此實證結果可做為幼教事業經營者，深思與參考的依據
In the recent years, gradually, the society has begun to accept the concept of “professional children education.” However, education business is indeed an investment that demands great operating cost;Moreover, as English teaching is badly demanded in the society, potentially, this urges the business operators of English learning centers to enter such competitive market. Owing to this, it has impelled me to make more in-depth researches to further understand if it is possible to increase the core competence and introduce the notion of market orientation with the concept of diversified operation on the base of the existing resources so as to infuse new opportunities into the children education business and expand a new development space. From the findings, it’s shown that the diversified operation of after-school classes, talent classes, and English classes in the children education business has become the targeted development market in this field. However, due to the requirement of the cost of new facility and personnel expense, mostly, although the development of this field has already involved in this dimension, the result is not as good as it’s expected. It’s generally acknowledged that the market mechanisms of “information collection”, “information dissemination” and “information response” are not only very important to children education business, Although marketing is essential to children education business, after blending with core competence and diversified operation, a negative significant influence is shown. This finding manifests that in children education business, overstressing the reaction of market mechanisms might lead to an over-commercialized impression . This empirical finding could be taken by the business operators in children education as reference for further consideration. |
