後疫情時代實體補教業經營策略之研究-以陳立台中分校為例

Abstract

受到高等教育普及化政策和少子化趨勢的影響，台灣的補教業由以往的蓬勃發展至2012年到達頂峰後開始顯著衰退，雖然自2019年開始出現反轉復甦，但隨即又遭遇新冠肺炎的嚴重衝擊，在不堪虧損的情況下，許多業者在疫情期間紛紛退場。 雖然新冠疫情對補教業者的經營帶來不小的壓力與挑戰，但疫情期間家長親眼所見子女在家遠端學習的無效率狀態，反而為實體補習班帶來了新的發展機遇。 有鑑於台中市為全台補教業競爭最為激烈的地區，本研究以陳立台中分校為個案研究對象，透過對補教業的產業分析，以及對個案的SWOT、商業模式，和主要經營策略等分析，探討實體補教業者在後疫情時代的經營策略，並據以提出研究結論和研究建議。

Affected by the policy of popularizing higher education and the trend of declining birthrate, Taiwan’s tutoring industry has experienced a significant decline since its booming development in the past and reached its peak in 2012. Although it began to reverse and recover in 2019, it then encountered the impact of the COVID-19 pandemic. The severe impact caused many businesses to exit the market during the epidemic when they could not bear the losses. Although the COVID-19 epidemic has brought considerable pressure and challenges to the operations of tutoring providers, during the epidemic, parents saw with their own eyes the inefficiency of their children's remote learning at home, which instead brought new development opportunities to physical tutoring schools. In view of the fact that Taichung City is the most competitive area in the tutoring industry in Taiwan, this study takes Chen Li Taichung as the case study object. Through the industry analysis of the tutoring industry, as well as the SWOT, business model, and main operations strategies analysis of the case, this study explore the business strategies of physical tutoring operators in the post-epidemic era, and put forward research conclusions and research suggestions based on this.