小型軟體設計公司進入程式設計補教市場之策略探討- 策略聯盟觀點

Abstract

人工智慧(AI)、大數據分析的應用，產業環境快速發展，科技發展成為國家核 心的競爭能力，而程式設計教育更為國家邁向數位時代的關鍵因素。 在教育部的 108 新課綱中，納入程式設計為必修課程，程式設計補教班因此成 長非常迅速。數位學習 2018 年產值已逾新台幣 1,200 億元。在數位學習的發展趨 勢下，年均成長約為 17%，尤其在 2020 年隨新冠肺炎疫情爆發後，數位學習的發 展更呈現其重要性。本研究由策略聯盟觀點探討小型軟體開發公司(D 公司)，特別 是在資源有限的情況下，如何進入程式設計補教數位市場。 本研究訪談 D 公司及其策略聯盟成員，據以分析聯盟成員選擇之準則與未來 聯盟之發展。本研究顯示 D 公司以及選擇成員的準則除考量品牌形象、行銷管道 外，更重視經營理念契合。 D 公司策略聯盟之短期(現在到 2021 年)目標在整併三間公司的資源，並擴大 課程受眾;中期(2022 年~2024 年)目標在於培養專業教育資源，開發更多教學內容。 長期(2025 年以後)目標在於品牌推展至海峽兩岸以及國際市場。

Under the rapid changing industry emvironment due to the applications of artificial intelligence (AI) and Big Data analyses, techonology development becomes a country’s core competency. Especially, computer programming learning turns into the key factor for a country being able to enter into the new stage of digital era. The computer programming is listed as a compulsory course in the 108’s new curriculums of the Ministry of Education. Supplementary school Computer programming and related classes therefore grow significantly. The market size of digital learning is over NT$120 billion in 2018. The annual growth rate is 17%. Especially during the outbreak of COVID-19 in 2020, the growing trend of digital learning become more important. This thesis explores the strategy how a small software design company (company D) entering the programming remedial education market, especially from the strategy alliance viewpoint due to the circumstances of limited resources. This study interviews company D and its alliance members and analyzes the selection criteria of alliance members and explores the future development of the alliance. This study shows that in addition to the brand image and marketing channels, the matching in business philosophy is also crucial criteria for Company D to select its alliance members. The short-term (now to 2021) goal of the alliance is to integrate the members’ resources and enlarge the market size. The medium-term (2022-2024) goal is to cultivate more teaching resouces and develop more contents for markets. The long-term (beyond 2025) goal is to promote the alliance brand toward cross the strait international market.