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題名 連鎖式美語教育機構經營之成功關鍵因素探索-佳音與吉的堡之比較
“Successful attributes for English chain educational institutions - Joy and Kid Castle in comparison”
作者 蔡昕璁
Cai, Xin Cong
貢獻者 陳小紅<br>張駿逸<br>姜蘭虹
Chen, Hsiao Hung Nancy<br>Zhang, Jiunn Yih<br>Chiang, Lan Hung Nora
蔡昕璁
Cai, Xin Cong
關鍵詞 連鎖
美語教育機構
佳音
吉的堡
Chain
English Educational Institutions
Joy
Kid Castle
日期 2010
上傳時間 29-九月-2011 18:57:08 (UTC+8)
摘要 教育部目前已要求所有國小自三年級全面實施英語教學，但有些學校特別是位於市區的學校卻自學生一年級起就開始實施英語教學。然而，即使有許多的學生從小學一年級就已經開始在學校裡學英語，家長卻認為學生在學校裡所學的並不足夠。因此，有許多學生在放學之後，仍然必需到私人的語言學習機構也就是所謂的補習班去學習英語。這些讓孩子到補習班去上英語課的家長，都希望他們的孩子在上國中之前能夠達到一定的英語程度。雖然目前已經有許多研究探討兒童的英語學習，但是針對補習班經營之成功關鍵因素探索所做的研究卻是極為有限。
     
      本研究的目的在於兩個不同的美語補習班成功的特質。他們分別是佳音和吉的堡美語補習班。本研究問卷的對象為來自於佳音和吉的堡美語補習班經營者、美語教師和國小學童。資料收集的時間自2008年1月起至2008年8月止。本研究收集資料的方式是以研究對象為主所設計的三種不同的問卷和部份補習班班主任的訪談。
     
      研究結果顯示學童、教師，以及補習班業者對於國小學童在補習班學習英語均抱持正面的看法。就英語學習而言，補習班通常提供小班教學、較長的上課時間讓學生學習英語、依學生英語能力等級進行分班、聘請外籍教師、優良的語言教學設備，並且提供學生相關的英語補充教材。此外，大多數的學童以及家長都認為在補習班學習英語能夠改善學童英語聽、說、讀、寫的能力。本研究也以成功的補習班目前所擁有的優勢為基礎，討論英語連鎖補習班成功的因素和未來持續成長的建議。
The Ministry of Education has required all elementary schools in Taiwan to offer English lessons beginning from their third grade, and there are schools, especially those in urban areas, teaching English from first grade. Even though many young students are taking English lessons in the first grade, their parents still think what they are learning in school is not enough. They will need to study English after school in a private language institute, known as “English Bushiban” or “English chain educational institutions.” These parents hope that their children could attain a certain level of English proficiency before entering into junior high school. Although a large number of research studies regarding children’s English learning are available, very few of them have explored successful attributes for English chain educational institutions.
      The purpose of the study will be to explore the successful attributes of two different English chain educational institutions. They are Joy and Kid Castle. The questionnaires targeted at administrators, English teachers, and students of English chain educational institutions. Data collection began in January 2008 and ended in August 2008. The instruments used in this study were different versions of questionnaires designed for the three groups of participants and interviewed with some administrators of the two English chain educational institutions.
      The findings of the current studies indicated that the students, teachers, and administrators of English chain educational institutions seemed to have a positive attitude toward learning English in English chain educational institutions. In terms of advantages of English learning, English chain educational institutions offered students small classes, had a longer period of time for students to study English in contrast to ordinary school, grouped students into classes based on their proficiency levels, hired foreign English teachers, provided better learning equipment, and used effective learning materials for students. Moreover, most of the students reported that learning English in English chain educational institutions have helped students to improve their four language skills−listening, speaking, reading, and writing. Based on those advantages, English chain educational institutions had taught English to young students, the study will unfold the successful attributes to understand how to operate successful businesses for English chain educational institutions globally.
參考文獻 一、In Chinese
1. 陳佳韻 (2004)，台中市國小學童英語學習態度之調查研究，國立台中師範學院語文教育學系碩士論文。
2. Kotler, Philip. Keller, Kevin Lane.樓永堅、方世榮譯，（2006），行銷管理學，台北：臺灣培生教育出版。
3. 盧美杏（2006），百萬家長的第一選擇 : 佳音英語25年品牌故事 My joy, my love!，台北：時報國際廣告。
4. 李逸嫻（2007），「內部行銷、組織文化對組織承諾影響關係之研究－以新竹地區國民小學為例」，國立新竹教育大學職業繼續教育研究所碩士論文。
5. 邱泰霖（2006），「新竹市文理補習班行銷策略之研究」，國立新竹教育大學教育學系碩士班碩士論文。
6. 姚裕錡（2006），「人格特質、工作態度與工作績效關聯性之研究─以台中地區文理補習班員工為例」，朝陽科技大學工業工程與管理系.碩士論文。
7. 施豐坤（2006），「服務品質與顧客滿意之研究-以補習班為例」，逢甲大學經營管理研究所碩士論文。
8. 謝智芳（2004），「兒童文教事業連鎖加盟經營關鍵成功因素之探討─前進大陸策略與根留台灣策略之比較」，大葉大學國際企業管理學系碩士論文。
9. 梁慶麟（2004），「台灣全美教育於中國城市地區經營策略之研究-以台灣佳音美語為例」，大葉大學國際企業管理學系碩士論文。
10. 韓人恆（2005），「兒童教育連鎖產業拓展中國大陸市場競爭策略分析：以吉的堡教育集團為例」，淡江大學中國大陸研究所碩士論文。
11. 司徒達賢（2005），策略管理新論(第二版) ，台北：智勝文化出版公司。
12. 林家仲（2005），「海峽兩岸中小學資訊教育之比較研究」，佛光人文社會學院碩士論文。
13. 王國安（2002），「兒童教育連鎖產業拓展大陸市場相關因應策略之研究─通路與組織發展計畫」，大葉大學事業經營研究所碩士論文。
14. 李家明（1980），「台北市成人美語補習班消費者行為研究」，國立政治大學企業管理研究所碩士論文碩士論文。
15. 陳琬琪（2003），「進入策略、成長策略與經營績效關係之研究-以台灣連鎖服務業進入中國大陸觀點分析」，中原大學企業管理碩士論文。
16. 天下雜誌編輯群（2003），「教出英語力」，天下雜誌2007親子天下專刊。
17. 戴照煜（1990），「連鎖經營成功之道」，突破雜誌，第57期。
18. 中國教育年鑑（2003），上海市教育概況。
19. 尚艾偉(2003) ，「文教機構經營管理之研究」，國立台北大學合作經濟學系碩士論文。
20. 劉原超(2002) ，「連鎖經營的核心本質─創新」，商周出版。
21. 盧兆麟(1995) ，「家教、補習班經營大全」，創意力。
22. 許長田（1997），策略性市場行銷學，台北：生智文化事業公司。
23. 榮泰生（1997），行銷管理學，台北：五南圖書出版公司。


 
二、In English
1. Ansoff, H. I., (1965), Corporate Strategy. New York: McGrawHill.
2. Aaker, D. A., (1988), Strategic Market Management. Canada: John Wiley & Sons.
3. Allvinem, F.C., (1987), Marketing Principles and Practices. Harcourt Brace Jaranovich.
4. Crosby, P. B., (1979), Quality Is Free: The Art of Making Quality Certain. New York: McGraw-Hill.
5. Cohen, Joel B., (1972), Behavioral Science Foundations of Consumer Behavior. New York: The Free Press.
6. Ching-te Chen., (2001), “An empirical research of the Key Success Factors for chain administration─ English Supplement School Industry as An Example.” Diss. Tamkang University.
7. Chiu, Yung-fu., (2002), “The Service Quality of After-School Tutorial Institutes in Ping Tung Region.” Diss. National Sun Yat-sen University.
8. Carney, M. & Gedajlovic E., (1991), “Vertical integration in franchise system：agency theory and resource explanations.” Journal of Strategic Management.
9. Garvin, D.A., (1983), “Quality on the Line. Harvard Business Review 61”, September -October, 65-73.
10. Justice, R. & Judd R., (1989), Franchising. South-Western Publishing Co.
11. Kotler, P., (1976), Marketing management, analysis, planning & controls. New Jersey: Prentice Hall.
12. Kotler, Philip., (2006), Marketing management. Upper Saddle River, N.J.: Pearson Prentice Hall
13. Klieingater & P. Anderson., (1987), Technological Discontinuities and Organizational Environments. Administrative Science Quarterly.
14. Lancioni, R. A., (1991), “Pricing For International Business Development Management Decision.” 29 (1), 39-41.
15. Parasurman A. Zeithaml V. A. and L. L. Berry (1985) “SERVQAL: A Conceptual Model of Service Quality and Its Implication for Future Research.” Journal of Marketing, Vol 49, 48-49.
16. Pride, W. M., & Ferrell, O. C., (1983), Marketing : Basic concepts and decisions. Boston:Houghton Mifflin.
17. Porter,M.E., (1985), Competitive Advantage: Creating and Sustaining Superior Performance. New York: The Free Press.
18. Slater, Stanley F., (1996), “The Challenge of Sustaining Competitive Advantage.” Industrial Marketing Management 25, 79-86.
19. Schewe C. D., (1983), Marketing Concepts and Applications. 2nd. Ed. N.Y. McGraw-Hill, p.415.
20. Shay, Adell., (2004), Marketing 4 P’s. L.A. Harbor College.
21. Wu, Kuo-wen., (2004), “Successful Factors for Winning Competitive Advantages When Launching New Products—A Study of the Cognitive Framework of Mobile Communication Business Personnel.” Diss. National Yunlin University.
22. Ze-hao Luan., (2007), “The Role of Bushiban in Children`s Learning of English.” Diss. National Kaohsiung First University.
23. Panagiotou, George., (2003) “Bringing SWOT into Focus.” Business Strategy Review 14.2 : 8-10.
三、
Online Sources
1. 佳音事業機構，http://www.joy.com.tw
2. 吉的堡教育機構，http://www.kidcastle.com
3. 教育部，http://www.edu.tw
4. 台灣連鎖暨加盟協會，http://www.tcfa.org.tw
5. 維基百科，http://www.wikipedia.org/
6. Friesner, Tim, and Willis, John. “SWOT analysis: Lesson.” Marketing Teacher Network. 15 Jun. 2004., http://www.marketingteacher.com/Lessoms/lesson_swot.htm
描述 碩士
國立政治大學
亞太研究英語碩士學位學程(IMAS)
94925019
99
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0949250191
資料類型 thesis
dc.contributor.advisor 陳小紅<br>張駿逸<br>姜蘭虹zh_TW
dc.contributor.advisor Chen, Hsiao Hung Nancy<br>Zhang, Jiunn Yih<br>Chiang, Lan Hung Noraen_US
dc.contributor.author (作者) 蔡昕璁zh_TW
dc.contributor.author (作者) Cai, Xin Congen_US
dc.creator (作者) 蔡昕璁zh_TW
dc.creator (作者) Cai, Xin Congen_US
dc.date (日期) 2010en_US
dc.date.accessioned 29-九月-2011 18:57:08 (UTC+8)-
dc.date.available 29-九月-2011 18:57:08 (UTC+8)-
dc.date.issued (上傳時間) 29-九月-2011 18:57:08 (UTC+8)-
dc.identifier (其他 識別碼) G0949250191en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/51132-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 亞太研究英語碩士學位學程(IMAS)zh_TW
dc.description (描述) 94925019zh_TW
dc.description (描述) 99zh_TW
dc.description.abstract (摘要) 教育部目前已要求所有國小自三年級全面實施英語教學，但有些學校特別是位於市區的學校卻自學生一年級起就開始實施英語教學。然而，即使有許多的學生從小學一年級就已經開始在學校裡學英語，家長卻認為學生在學校裡所學的並不足夠。因此，有許多學生在放學之後，仍然必需到私人的語言學習機構也就是所謂的補習班去學習英語。這些讓孩子到補習班去上英語課的家長，都希望他們的孩子在上國中之前能夠達到一定的英語程度。雖然目前已經有許多研究探討兒童的英語學習，但是針對補習班經營之成功關鍵因素探索所做的研究卻是極為有限。
     
      本研究的目的在於兩個不同的美語補習班成功的特質。他們分別是佳音和吉的堡美語補習班。本研究問卷的對象為來自於佳音和吉的堡美語補習班經營者、美語教師和國小學童。資料收集的時間自2008年1月起至2008年8月止。本研究收集資料的方式是以研究對象為主所設計的三種不同的問卷和部份補習班班主任的訪談。
     
      研究結果顯示學童、教師，以及補習班業者對於國小學童在補習班學習英語均抱持正面的看法。就英語學習而言，補習班通常提供小班教學、較長的上課時間讓學生學習英語、依學生英語能力等級進行分班、聘請外籍教師、優良的語言教學設備，並且提供學生相關的英語補充教材。此外，大多數的學童以及家長都認為在補習班學習英語能夠改善學童英語聽、說、讀、寫的能力。本研究也以成功的補習班目前所擁有的優勢為基礎，討論英語連鎖補習班成功的因素和未來持續成長的建議。		zh_TW
dc.description.abstract (摘要) The Ministry of Education has required all elementary schools in Taiwan to offer English lessons beginning from their third grade, and there are schools, especially those in urban areas, teaching English from first grade. Even though many young students are taking English lessons in the first grade, their parents still think what they are learning in school is not enough. They will need to study English after school in a private language institute, known as “English Bushiban” or “English chain educational institutions.” These parents hope that their children could attain a certain level of English proficiency before entering into junior high school. Although a large number of research studies regarding children’s English learning are available, very few of them have explored successful attributes for English chain educational institutions.
      The purpose of the study will be to explore the successful attributes of two different English chain educational institutions. They are Joy and Kid Castle. The questionnaires targeted at administrators, English teachers, and students of English chain educational institutions. Data collection began in January 2008 and ended in August 2008. The instruments used in this study were different versions of questionnaires designed for the three groups of participants and interviewed with some administrators of the two English chain educational institutions.
      The findings of the current studies indicated that the students, teachers, and administrators of English chain educational institutions seemed to have a positive attitude toward learning English in English chain educational institutions. In terms of advantages of English learning, English chain educational institutions offered students small classes, had a longer period of time for students to study English in contrast to ordinary school, grouped students into classes based on their proficiency levels, hired foreign English teachers, provided better learning equipment, and used effective learning materials for students. Moreover, most of the students reported that learning English in English chain educational institutions have helped students to improve their four language skills−listening, speaking, reading, and writing. Based on those advantages, English chain educational institutions had taught English to young students, the study will unfold the successful attributes to understand how to operate successful businesses for English chain educational institutions globally.		en_US
dc.description.tableofcontents ABSTRACT II
     ACKNOWLEDGEMENT III
     TABLE OF CONTENTS IV
     LIST OF FIGURES & TABLES VI
     CHAPTER ONE INTRODUCTION 1
     1.1 BACKGROUND OF THE STUDY 2
     1.2 PURPOSE OF THE STUDY 5
     1.3 STATEMENT OF THE RESEARCH PROBLEMS 5
     CHAPTER TWO LITERATURE REVIEW 7
     2.1 INTRODUCTION OF JOY AND KID CASTLE 7
     2.1.1 The History of “Joy English” 7
     2.1.2 The Advantages of Joy Enterprises 8
     2.1.3 The History of “Kid Castle” 9
     2.1.4 The Advantages of Kid Castle Enterprises 11
     2.2 RELEVANT THEORIES 13
     2.2.1 Definition of Needs 13
     2.2.2 Employee Satisfaction 14
     2.2.3 Marketing Mix 16
     2.2.3.1 Marketing-mix of Joy and Kid Castle 17
     2.2.4 SWOT Analysis 20
     2.3 OVERVIEW ON RELATED RESEARCH 21
     2.4 FRAMEWORK OF THE STUDY 25
     CHAPTER THREE RESEARCH METHODS 26
     3.1 RESEARCH QUESTIONS 26
     3.2 RESEARCH DESIGN 26
     3.2.1 Setting and Participants 27
     3.3 DATA COLLECTION 38
     3.3.1 The Questionnaire for the Students 38
     3.3.2 The Questionnaire for English Teachers 39
     3.3.3 The Questionnaire for the Administrators 40
     3.4 PROCEDURES 41
     3.5 DATA ANALYSIS 42
     CHAPTER FOUR DATA ANALYSIS AND RESULTS 43
     4.1 ANALYSES OF THE QUESTIONNAIRES FOR THE STUDENTS 43
     4.1.1 Answers to Research Question 1 44
     4.2 ANALYSES OF THE QUESTIONNAIRES FOR ENGLISH TEACHERS 45
     4.2.1 Answers to Research Question 2 48
     4.3 ANALYSES OF THE QUESTIONNAIRES FOR THE ADMINISTRATORS 48
     4.3.1 Interviews Analyses 51
     4.3.2 Answers to Research Question 3 55
     4.4 SWOT ANALYSIS 58
     CHAPTER FIVE CONCLUSIONS 60
     5.1 SUMMARY OF MAJOR FINDINGS 60
     5.2 SUGGESTIONS FOR JOY AND KID CASTLE ENGLISH CHAIN EDUCATIONAL INSTITUTIONS 61
     5.3 LIMITATIONS OF THE STUDY 64
     5.4 SUGGESTIONS FOR FUTURE RESEARCH 64
     5.5 CONCLUDING REMARKS 65
     REFERENCES 66
     APPENDIX A 70
     APPENDIX B 73
     APPENDIX C 76
     APPENDIX D 80		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0949250191en_US
dc.subject (關鍵詞) 連鎖zh_TW
dc.subject (關鍵詞) 美語教育機構zh_TW
dc.subject (關鍵詞) 佳音zh_TW
dc.subject (關鍵詞) 吉的堡zh_TW
dc.subject (關鍵詞) Chainen_US
dc.subject (關鍵詞) English Educational Institutionsen_US
dc.subject (關鍵詞) Joyen_US
dc.subject (關鍵詞) Kid Castleen_US
dc.title (題名) 連鎖式美語教育機構經營之成功關鍵因素探索-佳音與吉的堡之比較zh_TW
dc.title (題名) “Successful attributes for English chain educational institutions - Joy and Kid Castle in comparison”zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、In Chinesezh_TW
dc.relation.reference (參考文獻) 1. 陳佳韻 (2004)，台中市國小學童英語學習態度之調查研究，國立台中師範學院語文教育學系碩士論文。zh_TW
dc.relation.reference (參考文獻) 2. Kotler, Philip. Keller, Kevin Lane.樓永堅、方世榮譯，（2006），行銷管理學，台北：臺灣培生教育出版。zh_TW
dc.relation.reference (參考文獻) 3. 盧美杏（2006），百萬家長的第一選擇 : 佳音英語25年品牌故事 My joy, my love!，台北：時報國際廣告。zh_TW
dc.relation.reference (參考文獻) 4. 李逸嫻（2007），「內部行銷、組織文化對組織承諾影響關係之研究－以新竹地區國民小學為例」，國立新竹教育大學職業繼續教育研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 5. 邱泰霖（2006），「新竹市文理補習班行銷策略之研究」，國立新竹教育大學教育學系碩士班碩士論文。zh_TW
dc.relation.reference (參考文獻) 6. 姚裕錡（2006），「人格特質、工作態度與工作績效關聯性之研究─以台中地區文理補習班員工為例」，朝陽科技大學工業工程與管理系.碩士論文。zh_TW
dc.relation.reference (參考文獻) 7. 施豐坤（2006），「服務品質與顧客滿意之研究-以補習班為例」，逢甲大學經營管理研究所碩士論文。zh_TW
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