托教機構直營連鎖與加盟連鎖之比較

Abstract

目前民間輔助教育體制在幼兒層面以幼稚園與托兒所為主，而學齡後至成人則是課後托育中心與補習班，隨著雙薪中產階級的夫妻成為社會工作之主力，這些人的子女照顧與課業輔導成為民間輔助教育體制迅速開辦之主因，造就了直營連鎖與加盟連鎖的托教業經營型態。在這兩大經營形態的教育機構中，以幼兒教育為主的幼稚園及托兒所，以及以升學及才藝補助教學為主的補習班便因此因應而生，這兩大機構本人將之定義為托教機構，而該行業則定義為托教業。如何透過更宏觀的角度去經營這個市場成為本論文的研究核心。 一個教育機構得以經營成功，可從多種面向探討，就教學品質好壞、經營是否達成獲利目標、社會救助的人道層面是否落實－低收入戶與原住民弱勢團體的教育輔助…等都是指標，而本論文針對直營連鎖與加盟連鎖兩大經營形態做分析比較，從研究背景、產業生態分析、以本人創辦之冠傑教育集團為直營連鎖經營之目標個案、再以吉的堡美語為加盟連鎖經營之目標個案、因應托教業發展的策略轉折及最後評論冠傑教育集團並提出新托教業連鎖經營模型，深入剖析一個托教業集團的萌芽至茁壯的過程，本論文也忠實記載了冠傑教育集團之發展並給予允當評論，給予未來想朝向連鎖經營模式的業者一個參考與借鏡。 本研究的主軸有三：一為托教業直營連鎖與加盟連鎖已經成為整體大環境經營主力，這兩種型態之優劣為何？二是從直營連鎖與加盟連鎖之優劣談「幼托整合」對直營連鎖與加盟連鎖會帶來什麼影響？最後是「教改」對於托教業的營運究竟造成產業多少衝擊？研究重心環繞在直營連鎖與加盟連鎖之經營比較與政府政策對民間輔助教育體制的影響，而身為托教業經營者應具備因應政策轉變的能力，並隨著環境改變而有新的策略轉折，本論文也對政策及策略轉折詳細分析，使企業變革的過程中兼顧動態與靜態的調適，找到經營的平衡點。

The privatized business of supplementary education predominantly takes the form of kindergarten and nursery for young children,and after school day-care and cram school for school age children to adults.As middle class, double salary couples become the largest sector of society, the twin needs of caring for and educating their children become the driving factor for the growth of the supplementary education industry and gives rise to the tendency to establish Voluntary and Corporate owned chain. Out of the desires or needs of parents were born the two big education structures,the kindergarten and nursery which mainly focuses on preschool education, and the supplementary schools which teach mainly on academic subjects and other skills.I define these 2 major organization as the supplementary and nursery institution, and this trade is defined as supplementary and nursery industry.The management of these many angled market forms the research analysis as the heart of this paper. We can investigate the reasons of successful management of an education institute from many different angles such as the quality of teaching provided, establishing profitability,being able to provide charitable education ..... etc.The comparison of analysis in this thesis is based on Corporate Owned and Voluntary Chain, researching from the background,industry's ecology analysis to my own educational institute 'Guan Jei' as a case study of Corporate Owned Chain and 'Kid Castle' as the case study of Voluntary Chain.I will suggest potential strategies for changes and adoptions in the nursery and kindergarten business by analyzing in detail the progress of the 'Guan Jei' as it took it from humble beginning to a period of prosperity.This thesis also records truthfully the development and comments of 'Guan Jei' Education Group.Hope to provide consultation to business owners who want to run business by the model of chain operation. There are 3 main themes of this research.First,the Corporate Owned and Voluntary Chain become the main force of the supplementary education industry and what their advantages and disadvantages are.Second,the discussion on the benefits and disadvantages for supplementary school in consolidation to the kindergarten and nursery.Third,how much impact does the government education reform do on the operation of supplementary and nursery industry.The focus of this thesis is on the comparison of the management of Corporate Owned chain and Voluntary chain, and the influence of the government policies to privatized supplementary education system.This thesis also analyze in detail the compromises and changes in policy when faced with changes in education wrought by government reforms.