幼兒園經營模式策略－以某私立幼兒園為例

Abstract

本論文研究主要在了解個案幼兒園為因應幼教市場競爭、少子化、幼托整合等社會變遷，陸續以新思維創新服務與技術，所採行之經營模式策略。本研究以觀察與訪談之方式蒐集相關資料並縝密分析，探討實務上幼兒園經營與商業模式關鍵成功因素的關聯性；並針對個案幼兒園面臨的困境與因應策略及如何解決問題，提供個案幼兒園園長未來經營方向的參考資料。 本研究採質性研究法，旨在探討個案幼兒園園所長對幼兒園經營模式策略，研究者運用個案研究，選擇新北市汐止區一所私立幼兒園為訪談對象，資料收集的方法有訪談與觀察收集資料檔案以佐證研究結果，時間從102年3月至102年7月，以園長提供資料進行驗證，以增進研究者之信實度。 歸納研究發現園所經營模式策略仰賴四個層面，以 (一) 辨識正確顧客價值主張：以合理的價格，提供家長優質、貼心及彈性的育兒服務；使家長幼生「感覺真好！」、(二) 設計利潤公式，包含彈性退費機制、(三) 掌握關鍵教師、安全環境設備及良好社區口碑等資源、 (四) 落實關鍵招生行銷及親師關係經營等流程，主要目標在於提升幼兒園長期經營績效與競爭力，亦創造出相對區域競爭者獨特且優勢的地位。 最後將研究結果提供幼兒園經營者、教保人員及未來研究者，提出實務經驗方面有更具體的建議：(一) 設立明確未來經營目標及策略、具體傳達並落實於流程、(二) 推廣多元公共關係，行銷園所形象特色、(三) 開發市場白地，勇於創新。

The aim of this study attempts to understand and analize the relationship between the key successful factors presented within the case kindergarten and the role they played in the business model strategies thereby adopted. Qualitative analysis took place during April to July 2013, to study the business strategies adopted by the case kindergarten, over the past 18 years. Research findings shown that the case kindergarten, by implementing proper key success factors, helped it through the business model transformations: 1. Correctly indentified the customer value proposition being “Charging a reasonable price and provide top quality preschool education services, let the kids and parents feel AWESOME!” 2. Provided flexible fee programs, which did not jeopardize the profit formula. 3. Maintained key resources such as stable teachers, secure environment and facilities, and locally renowned reputation. 4. Developed and impletmented key processes such as smooth and vibrant enrolment, and uphold a strong interaction amongst the parents and teachers. The study further analyzed and suggested possible solutions to the current delimmas faced by the case kindergarten manager, which could also be referred by future studies on similar topics.