兒童雙語戶外營隊一小獵人

Abstract

這篇論文探討了我所規劃的「Little Hunter 夏令營」的可行性與商業潛力，該營隊是一個在台灣舉辦的雙語戶外教育計畫。本研究回應家長對結合沉浸式英語學習與戶外探險體驗之教育活動日益增長的需求。目前市面上的選擇多半價格高昂或名額有限，凸顯供需不平衡的問題。

本研究透過與夏令營營運者及登山旅行社的訪談，蒐集質性資料，建立一個結合語言學習與戶外體驗教育的商業模式。營隊課程強調沉浸式英語活動、結構化的同儕互動，以及輔導員的引導與陪伴，以促進語言能力與個人成長。

行銷策略採用STP框架（市場區隔、目標市場與市場定位）。區隔面向兒童年齡層，鎖定6至15歲，且家長重視高品質、全人教育的族群。營隊定位為傳統語言課程與夏令營的創新替代方案。在STP基礎上進一步應用4P行銷組合（產品、價格、通路、促銷）來優化策略。產品為兩天的雙語戶外營隊，分為國小與國中兩個方案；價格策略在可負擔性與永續性之間取得平衡；通路結合線上與線下多元管道；促銷以數位行銷、家長推薦與合作夥伴關係為主。

營運方面將採取精實管理模式，以提升效率並明確分工，成員包括課程總監、語言教師、戶外嚮導與安全協調人員。所有人員將接受教育與風險管理的訓練，活動將嚴格遵守安全規範，並備有應對天氣、醫療與後勤問題的備案。營運流程也會定期檢討，以確保安全、品質與顧客滿意度。

財務預測顯示營隊將有良好的營收成長。在保守的招生情境下，預期於第三年達到損益平衡並開始獲利。

風險管理涵蓋環境、安全、財務與法規等不確定因素。未來計畫包括拓展為週末教育營隊，提升資源使用效率，並延伸全年學習機會。

Little Hunter 夏令營為尋求雙語教育與戶外體驗的家庭，提供了一個創新且永續的解決方案。本研究確認其商業可行性，亦為台灣在教育創新與青少年發展議題上提供重要的實務貢獻。

This thesis examines the feasibility and business potential of my business plan for Little Hunter Summer Camp, a bilingual outdoor program in Taiwan. The study addresses rising parental demand for educational experiences that combine immersive English learning with outdoor adventure. Current market offerings are either expensive or oversubscribed, highlighting a supply-demand imbalance. Using qualitative data from interviews with summer camp operators and mountain travel agencies, this research develops a business model integrating language acquisition with outdoor experiential learning. The program emphasizes immersive English activities, structured peer interactions, and counselor mentorship to foster language proficiency and personal growth. The marketing strategy applies to a segmented, targeted, and positioned (STP) framework. Segmentation uses children’s ages, targeting those aged 6 to 15 whose parents seek high-quality, holistic education. The camp is positioned as an innovative alternative to traditional language and summer programs. Building upon the STP framework, the Product, Price, Place, Promotion model (4P) refines the marketing strategy. The Product is a two-day bilingual outdoor camp, separating into primary school program and junior high school program. Price balances affordability and sustainability. Place utilizes a multi-channel strategy, combining online and offline. Promotion relies on digital marketing, parent referrals, and partnerships. The camp will use a lean management structure to optimize efficiency and clearly define roles, including program directors, language instructors, outdoor guides, and safety coordinators. Staff will be trained in both education and risk management. Strict safety rules will govern all activities, supported by backup plans for weather, medical, and logistical issues. Operational protocols will be reviewed regularly to maintain safety, quality, and customer satisfaction. Financial management projects strong revenue growth. The program is expected to reach break-even under conservative enrollment scenarios and become profitable by the third year. Risk mitigation addresses environmental, safety, financial, and regulatory uncertainties. Future plans include expanding to weekend educational sessions, maximizing resource use, and extending learning opportunities year-round. The Little Hunter Summer Camp presents an innovative, sustainable solution for families seeking bilingual education and outdoor experiences. The study confirms its commercial viability and contributes to broader discussions on educational innovation and youth development in Taiwan.