商業模式創新與轉型策略—以文城教育集團為例

Abstract

升學壓力在亞洲地區學生面臨最大的挑戰，在升學主義至上的風氣下，多數家長皆有著「萬般皆下品，唯有讀書高」的傳統觀念。即使我們都知道學歷與能力在許多時候無法畫上等號，但追求好的成績表現以便進入到前幾志願的學校，這已成為多數家長與學生的共識。 然而補習教育也並非以教育為唯一經營目標，畢竟私人企業賴以生存的還是企業經營後的利潤，補教產業因而成為商業與教育相結合的特殊產業。然而在補教工作進行的當下，應該著重教育或是應該在意經營利潤，這兩者之間應該在不同的工作類別中有著不同比重的運用，甚至在任何一個補教工作的項目中，都不該存在完全偏廢的狀態。因此在實務工作的推動與落實當中，是否能靈活掌旗輕重緩急，往往成為補教從業人員是否能順利完成工作，或是該補習班是否可以獲得良好的口碑關鍵。 本研究以文城教育集團為標的，探討在少子化導致學生數量銳減，教育政策的改變導致學生的升學壓力不如以往，導致補習需求下降。補習班要如何突破經營的困境，在政策的逆境中脫穎而出，在人口逆發展的潮流中重回補教事業的巔峰。本研究在完整分析台灣補教業現狀後，以四個商業理論進行研究：一、補習班的創新商業模式，二、補習班的企業價值主張，三、補習班之間的競合策略操作，四、補習班的變革轉型。 本研究分析補教產業在台灣的分類方式，到各類型補習班的營運規模以及所遭遇到的困境分析，並深入瞭解本文所研究文城教育集團發展的過程，以及實際經營當中面臨的困境，並提出轉型改變的建議。最後研究者將以文城教育集團在面對諸多外部及內部挑戰時的轉型策略做出檢討。期望本研究所提出的建議，能夠提傳統補教業擺脫經營低潮的轉型策略。

The pressure to pursue higher education is one of the most significant challenges for students in Asia. Under the prevailing culture of pursuing higher education, most parents hold the traditional belief to prioritize education above all else. Despite the recognition that academic qualifications do not always reflect an individual's true abilities, there is widespread agreement among parents and students that exceptional academic performance is essential for admission to their desired schools. However, the tutoring industry does not solely focus on education. After all, it operates as a business, dependent on profitability to sustain itself. Therefore, the tutoring industry represents a unique amalgamation of educational and business objectives. This presents the challenge of balancing educational integrity with financial sustainability across various aspects of supplementary teaching. It is imperative to strike a harmonious equilibrium between the two, ensuring that neither aspect is neglected or overemphasized in any given project or initiative. Therefore, whether tutoring practitioners can flexibly manage the priorities often becomes the key to whether they can attain professional success, or whether a tutoring school can build a compelling reputation. This study centers on Wen-Chen Education Group as the subject, exploring how declining birth rates, evolving educational policies, and reduced academic pressure have led to a decline in student enrollment and a corresponding decrease in demand for tutoring industry. The research aims to explore strategies for overcoming these hurdles, navigating policy changes, and restoring the prominence of tutoring schools amid these demographic shifts. After a complete analysis of the current situation of Taiwan's tutoring industry, this study uses four business theories to conduct research: (1) The innovative business model of tutoring schools (2) The corporate value of tutoring schools (3) The strategic operation of co-opetition among tutoring schools (4) The reform and transformation of tutoring schools. This study analyzes the classification of the tutoring industry in Taiwan, the operating scale of diverse types of tutoring schools, and the difficulties they encounter with a view to providing an in-depth understanding of the development process of the Wen-Chen Education Group, the difficulties faced in actual operations, and suggestions for transformational changes. The ultimate objective is to examine an educational enrichment business’ strategies for adapting to external and internal challenges with the hope that the findings and suggestions put forward by this study can serve as a blueprint for traditional tutoring institutions seeking to revitalize their operations.