台灣國際學校商業模式之研究：以新竹美國學校為例

Abstract

中文摘要 本論文探討了台灣國際學校的教育經營策略，以新竹美國學校(HAS)為例，分析其在國際教育市場中的地位與發展模式。研究指出，台灣的教育體系傳統上較為保守重應試，但108課綱推行以來，強調自主學習和批判性思維，儘管在師資和資源分配上仍面臨挑戰。台灣政府推動的2030國家雙語政策，致力提升全民英語能力，進一步促使國際學校成為家長和學生的心儀選擇。 新竹美國學校作為一所外僑學校，因其優質國際教育背景、靈活創新的教學方法及對學生全面發展的重視，吸引了眾多家庭。研究通過PESTEＬ分析評估學校的外部環境，發現新竹美國學校在政治支持、穩定經濟環境和社會對雙語教育需求增長的有利背景下，逐步壯大。同時，5C分析和C-SOP架構揭示了學校在面臨內外部競爭、師資挑戰和市場擴展上的多方策略調整，包括個性化教學、小班制教育、教師資源優化及國際課程的整合與創新。 研究指出，新竹美國學校的成功在於其多元文化教育環境、高質量師資及國際標準課程，並提出了未來改進策略，包括擴大幼教層級、創建教育基金會和融入更多國際合作項目。這些舉措將進一步提升學校的教育品質和國際競爭力，為台灣教育環境帶來持續的正向影響。透過探索新竹美國學校的經營模式和策略，該論文為台灣其他國際學校和整體教育體系提供了有價值的參考，期待能啟發更多創新和變革，加速台灣教育國際化進程，實現2030雙語政策目標。

This paper explores the educational management strategies of international schools in Taiwan, using Hsinchu American School (HAS)as a case study. It analyzes HAS's position and development model within the international education market. The study notes that Taiwan's educational system has traditionally been conservative and exam-focused, but since the implementation of the 2019 curriculum guidelines, there has been an increased emphasis on autonomous learning and critical thinking, despite ongoing challenges in teacher resources and allocation. The Taiwanese government's 2030 bilingual policy aims to enhance national English proficiency, further making international schools a preferred choice for parents and students. As a foreign school, Hsinchu American School attracts many families due to its quality international education background, flexible and innovative teaching methods, and focus on comprehensive student development. Using a PESTEＬ analysis to assess external factors, the study finds that HAS has grown steadily with political support, a stable economic environment, and increasing societal demand for bilingual education. Additionally, the 5C analysis and C-SOP framework reveal the school's multifaceted strategic adjustments in response to internal and external competition, teacher challenges, and market expansion, including personalized teaching, small class sizes, teacher resource optimization, and the integration and innovation of international curricula. The research highlights that HAS's success lies in its multicultural educational environment, high-quality teachers, and international standard curricula. It proposes future improvement strategies such as expanding early childhood education levels, establishing an educational foundation, and incorporating more international cooperation projects. These initiatives are expected to further enhance the school's educational quality and international competitiveness, bringing sustained positive impact to Taiwan's educational environment. By exploring HAS's management model and strategies, this paper provides valuable references for other international schools in Taiwan and the broader educational system, with the hope of inspiring more innovation and reform, accelerating the internationalization of Taiwan's education, and achieving the goals of the 2030 bilingual policy.