| 摘要: | 社會出現了少子化現象、短期文理補習班未隨少子化因素而減少數量、補教業總平均薪資最低，對補習班而言，意味著需要面對憎多粥少招生不易的情況，也造成補教市場同業相對競爭，各家補習無不使出渾身解數，想盡辦法規劃招生策略，甚至殺價競爭，除了怕教學品質受到影響外，補習班經營者擬定對的經營策略方向，也成為經營補習班重要的課題。本文以嘉義市某補習班為例，探討學生之家長選擇補習班考量的因素，經相關文獻探討，將家長許多的選擇補習班考量因素建構層級架構關係，並建構出影響家長選擇補習班考量的四大構面，分別是「補習班口碑」、「補習班師資」、「補習班課程」、「補習班環境」，以及各構面的各項評估指標共十六項。經由專家問卷的發放與資料分析後，發現家長選擇補習班的考量因素重要性依序分別是「補習班師資」、「補習班課程」、「補習班口碑」、「補習班環境」。至於在十六項評估項目準則中，依其重要度的優先順序前六名為「授課方式」、「教學資歷」、「講義內容」、「課後輔導」、「成績進步」、「安全立案」。本研究家長問卷之分析進行探討，再與補習班老師經營者問卷之分析相對比較結果，將提供給補習班經營者，作為擬定經營策略，有助於補習班招生。
The children are getting fewer and fewer in society, but the number of cram schools has not decreased. For cram schools, enrollment is not easy, and the cram school market is highly competitive. Everyone in company has to make all-out effort of enrollment methods, even price-cutting competition. For cram school operators, it is an important topics to formulate enrollment strategies and maintain teaching quality. The article took a cram school in Chiayi City as an example to explore the consideration factors that parents are faced when choosing cram schools. After some investigation of relevant literature this paper constructed a hierarchical structural relation of parents' complex school-selection considerations and constructed four major aspects that influenced the decision-making factors of parents' cram school choices. They are＂word of mouth＂,＂teachers＂,＂courses＂, and＂environment＂, plus a total of 16 evaluation indicators for various aspects. After the issuance of the expert questionnaires, and the data analysis results, it was found that when parents are choosing the cram school, the importance of the considerations they placed are respectively in the order of＂teachers＂,＂courses＂,＂word of mouth＂, and＂environment＂. As for the sixteen assessment criteria, the top six in order of importance were＂the way to teach＂,＂teaching experiences＂,＂handout＂,＂after school tutoring＂,＂performance improvement＂, and＂safe filling＂. The results of this study will serve as a reference for cram school management, to assist them in marketing and business strategies. |
