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研究生: 黃貴蔘
Huang, Kuei-Sen
論文名稱: 幼兒園的經營管理:創新六策的應用
The Strategic Management of Kindergartens: Application of Six Innovation Strategies
指導教授: 洪世章
Hung, Shih-Chang
口試委員: 胡美智
Hu, Mei-Chih
陳宗權
Chen, Tzong-Chyuan
曾詠青
Tseng, Yung-Ching
學位類別: 碩士
Master
系所名稱: 科技管理學院 - 高階經營管理碩士在職專班(EMBA)
Executive Master of Business Administration(EMBA)
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 57
中文關鍵詞: 經營管理創新六策幼兒園策略願景
外文關鍵詞: operating, thesixinnovationstrategies, kindergarten, strategy, vision
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  • 幼教業者面臨著法規變革、社會變遷和教育理念革新等經營挑戰,因此需要更強而有力的經營指導方針。洪世章教授所提出的創新六策(能力、定位、簡則、整合、開放、賦名)提供了一個卓越的思維框架,使經營者能夠在變動中掌握原則。
    本論文的研究者即JH集團幼兒園之創辦人,經營JH集團幼兒園 28年,期間規模不斷擴大,且幾乎年年招生滿額。這項研究透過創辦人回顧過去28年的經營歷程,並與創新六策的思考邏輯架構進行對照,以系統化的方式梳理和檢視了經營過程。
    研究發現,在JH集團過去28年的經營過程中,創新六策在各個方面都具有高度的適用性。
    在能力策略部份,初期是奠定幼兒上小學的銜接能力,以及定期舉辦幼兒成果展,中期除了延續以上兩點,再加上招生行銷能力的突破,後期則致力於教師管理。
    在定位方面,初期是將市場定位在成為區域中價位的幼兒園。中期的前段是區域連鎖幼兒園,後段是加入全國性的東森幼幼教育集團,及長頸鹿美語教育集團成為全國性的加盟園,以全國性的連鎖品牌來抗衡區域超大型連鎖幼兒園的新商業模式。後期是配合政府福利政策加入準公共化幼兒園,減輕家長負擔。
    在簡則方面,過去到現在秉持著一貫信念,在學校方面建立教學規則,在家長方面建立「家長的需求在哪裡,我就在哪裡」的服務簡則。
    在整合方面,一、整合家族連鎖品牌。二、參與各種同業協會,整合人脈,從中和優質才藝中心合作。三、以連鎖具有規模效應以降低成本。
    在開放部份,早期參訪國內外幼兒園、及創新教學口訣。中期加盟全國性的東森幼幼集團和長頸鹿美語連鎖,以及結合家長意見和強化家長參與。後期強化員工在職進修,並外聘專業講師做內部師資培訓。
    在賦名策略方面,在教學特色內涵上,賦名「I am a bear」。教育信念賦名為「I am CEO」。願景賦名為「專業、創新、多元、溫馨、國際」的幼兒園。
    JH集團無論是在教育模式、人員管理還是市場行銷方面,都曾經靈活的應用了能力、定位、簡則、整合和開放等策略,呈現歷時性的策略變化,使之能順勢而動、長期發展。而在能力策略和簡則策略方面,JH集團展現一貫初衷的信念,為幼兒教育和家長服務奠定了基礎。在賦名方面,有教育信念、教學特色和願景等賦名成就了未來。


    Preschool entrepreneurs are facing operational challenges such as policy changes, social changes, and educational concepts innovations, so they need stronger operating guidelines. The six innovation strategies (capability, positioning, simplicity, integration, openness, and framing) proposed by Professor Shih-Chang Hung provide an excellent framework, enabling managers to grasp principles during changes.
    The researcher of this thesis is the founder of JH Group Kindergartens. She has been operating JH Group Kindergartens for 28 years, and consistently expanding its scale and almost reaching full enrollment every year. This research reviews the business history of the past 28 years by the founder, and compares it with the thinking logic framework of the six innovation strategies, sorting out and examining the business process in a systematic way.
    The study found that in the past 28 years of operation of JH Group, the six strategies of innovation are highly applicable in all aspects. The study found that in the past 28 years of operation of JH Group, the six strategies of innovation are highly applicable in all aspects.
    In terms of competence strategy, in the early stage, JH established children’s ability to join primary school, and JH held children’s achievement performances on a regular basis.
    In terms of positioning, the initial stage JH positioned the market as a chain kindergarten with a mid-range price. In the mid-term, it joined national Dongsen Preschool Education Group and the Giraffe American Language Education Group, and used the national chain brand to compete with the new business model of large regional kindergartens. In the later stage, it joined the quasi-public kindergarten system in response to the policy to reduce the burden on parents.
    In terms of simplicity, JH has upheld consistent beliefs in the past and now, and established teaching rules internally. In the external marketing part, JH follows the principle "Where the needs of parents are, I will be there".
    In terms of aggregating, the family chain brands are integrated. Later JH joined various trade associations and cooperated with talent-learning schools. Besides, the resources of different school branches also assisted each other.
    In the bridging part, JH visited domestic and foreign kindergartens, and created teaching formulas. In the mid-term, JH joined the national Dongsen Youyou Chain and the Giraffe American English chain. Also, JH adopted parents' opinions and advocated parents’ participation. In the recent years, professional trainers were hired to conduct the teacher-training program.
    In terms of framing strategies, the slogan for teaching content is "I am a bear"; the educational belief is shown as "I am CEO", while "professional, innovative, multiple, warm; international" from the vision for the kindergartens.
    Whether it is in the education model, personnel management or marketing, JH has applied the competence strategy and positioning strategy, and presented a diachronic strategies change. As for aggregating strategy, bridging strategy, simplicity strategy and framing strategy, JH Group Kindergarten has demonstrated consistent beliefs, laying a foundation for early childhood education and parent services.

    摘 要 I Abstract III 致 謝 詞 V 目 錄 VII 圖目錄 IX 表目錄 X 第一章 導 論 1 第一節 研究背景與動機 1 第二節 研究問題 3 第三節 研究目的 3 第四節 研究方法 4 第五節 論文架構 6 第二章 文獻回顧 8 第一節 能力 8 第二節 定位 10 第三節 簡則 11 第四節 整合 12 第五節 開放 14 第六節 賦名 16 第三章 個案分析 18 第一節 幼兒園緣起 18 第二節 關於創辦人 25 第三節 組織定位 31 第四章 創新六策觀點的運用分析 32 第一節 能力 32 第二節 定位 41 第三節 簡則 41 第四節 整合 42 第五節 開放 43 第六節 賦名 45 第五章 結論及建議 51 第一節 JH運六策略結論 51 第二節 未來研究建議 54 參考文獻 56

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