南華大學機構典藏系統:Item 987654321/20309
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    题名: 大學設置碩士在職專班經營策略之研究—以兩所大學為例
    其它题名: A study of Strategic Management for On the Job Master Program in Two Universities
    作者: 劉瓊美
    Liu, Chiung-mei
    貢獻者: 非營利事業管理研究所
    傅篤誠
    Duu-cheng Fuh
    关键词: 競爭策略;非營利組織;碩士在職專班;經營策略;五力分析
    five strength model;On Job Master Program;competition strategy;lifelong study
    日期: 2008
    上传时间: 2015-04-20 14:20:28 (UTC+8)
    摘要: 　　隨著全球經濟結構、產業及競爭環境急速變遷及更迭，知識儼然成為生產力提昇與經濟成長的主要驅動力，終身學習與回流教育的思潮席捲全台，使得碩士在職專班蓬勃發展，各大學校院也爭相積極的開班，導致競爭日益劇烈，各校招生因此面臨嚴峻的考驗。本研究係以同一區域之兩所大學進行差異性之比較，並以Michael Porter五種競爭力分析模式做為競爭力分析的主要工具，進行組織經營之診斷，冀能瞭解經營績效卓越與不彰的系所，當前所採取之競爭策略及因應之道，進而分析問題原因以求改善。　　　　本研究採深度訪談法來進行分析資料之蒐集，研究個案為國立中正大學及南華大學兩校之碩士在職專班，並以該校行政與學術主管、碩士在職專班之在校生與畢業校友作為研究對象，分別設計訪談題綱。目的係探討碩士在職專班應如何選擇競爭策略，方能掌握市場利基以得永續之經營與發展。此外，從碩士在職專班之經營方向、辦學成效、招生績效與競爭策略等角度進行分析後，提出具體之結論與建議，俾供學校決策階層參酌。　　　本研究發現，當前學校所處環境之競爭程度相當激烈，學校必須掌握市場趨勢，並創造獨特性，同時採取藍海策略，透過創新去發掘自身優勢，以取得先佔優勢。對內須增加校方、教職員工與學生之間的互動，並儘可能滿足各方的需求，重視學生權益並以顧客（學生）滿意為出發點，以提昇辦學績效；對外則須與校友及產業界保持密切的優質關係，以強化外部行銷。如此，對內及對外皆可透過關係行銷來掌握優勢板塊，並提昇招生績效。績效不彰的系所可透過跨領域之合作模式，整合各所之優勢及強項進行跨系所或跨學院之策略聯盟，進而發展獨特的精英學程，此舉將可以產生綜效並開創出新契機。
    　　With the rapid change of global economy, the industrial and environmental competition, the knowledge is becoming the main drive for productivity and economic growth. This also makes lifelong studies and the backflow education such a urgent trend in Taiwan. This trend causes the On Job Master Program vigorously developed in all universities. Thus, competition among these schools is becoming intense gradually. This research intends to know and achieve:　1. What strategies should these schools use to well develop and manage their institution in order to gain more advantages under the circumstance?　2. Proposes some practical suggestions from different dimensions such as vision of institute, competitive strategies, decision making, and operational performance.　　　The qualitative interview method was adopted in this research. The object of the interview includes the school administrators and academic managers, the enrolled master students and the graduated students as well. Three categories of questionnaire are designed for these objects separately. We then use the Five Strength Model developed by Michael Porter to analyze and describe the collected data. We have the following results:　　　　First, the institution must grasp the market trends and creates its characteristics. In other words, to adopts the Blue Sea strategy. By doing so, it will become easy to get more advantages.　　　Second, the institute must keep close relations with the graduate students and industries simultaneously. Owing these relations, the institution will have much more opportunities to obtain more resources and highly publicity.　　　Finally, keep running the institution with service orientation. Since students are their customers, think from the viewpoints of students, take students’ right seriously. Then the On Job Master Program will be running effectively.
    显示于类别:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-非營利事業管理碩士班

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