STUDY ON RELATED STRATEGIES IN DEVELOPMENT OF MAINLAND CHINA MARKET FOR CHILDREN'S EDUCATIONAL FRANCHISE BUSINESS－PROOR
王國安、劉原超
E-mail: [email protected]
ABSTRACT
After Mainland China entered into WTO on Dec. 11th, 2001, with the opening of domestic market, it can be expected that the chain distribution industries from all over the world will beset the huge market which the traders looked at for a long time. But reviewing the status of development of franchise service industries in Mainland China, it mainly concentrates on some low-ending businesses including restaurant, retailing store, dress & accessory shop, etc.. The children’s educational business with higher speciality and complexity, which like the preschool and complementary English school, is not well-developed yet. For instance, on Nov. 7th, 2001, the fist one kindergarten co-established by Shanghai and Taiwan, “Shanghai Kid Castle Xujiahui Rd.
Kindergarten”, was opened. And that induced lots of care and extensive discussion by people in Shanghai who were engaged in educational business. The “Xin Min Night Press” which was the press with the largest publishing amount in Shanghai entitled this news as “Funny! The kindergarten also in Chain”. It indicated that people in Mainland China were strange to operating the children’s educational business by chain. It could be understand that children’s educational franchise business is an industry with low extent of development in Mainland China. Based on this fact, we can deduce reasonably that there is a large space for
developing for this business in Mainland China. However, based on the same fact we can deduce reasonably that there are some barriers which should be overcome in development of this business in Mainland China. Therefore, to know exactly the opportunities and problems of children’s education market in Mainland China is the first topic of the said study. The second topic of the said study is to know the programs for channel and organization development in Mainland China of the children’s educational business The said study mainly focus on the children’s educational institute which exploits market in Taiwan successfully and also has experience of exploitation of market in Mainland China. It attempts to know the key factors of success of that institute, and to deduce the methodology for making related strategy during the process of exploitation of market in Mainland China. The specified studying target of the said study is as follows： n Kid Castle Educational Institute － A children’s educational franchise institute with both the characteristics of successful experience in exploitation of market in Taiwan and Mainland China. However, the problems which the said study focus on, is not easy to get magnitude of statistics or material for proofing from extensive investigation or survey on related practices or exemplary cases. Based on this fact, the said study is planning to use the experience for developing of children’s educational franchise industries in Taiwan as a basis, and combine the case study on the experience of exploitation of market in Mainland China of the specified children’s educational franchise institute, then structure the proofing system of the said study by deducing their successful experience. As a conclusion, a children’s educational franchise institute should define its target market according to its core value or core competition capability at the early stage of development. After define the target market clearly, it is able to extend the market vertically or horizontally according to the conditions of the enterprise.
Keywords : 無
Table of Contents
第一章、緒論 1.1研究動機--P1 1.2研究目的--P4 1.3研究範圍及對象--P5 1.4研究問題--P5 第二章、文獻探討 2.1連鎖經營型 態之探討--P6 2.1.1連鎖經營體系的定義--P6 2.1.2連鎖經營體系之分類--P10 2.1.3連鎖經營的特性--P21 2.2連鎖經營型態之發 展--P22 2.2.1連鎖經營型態之選擇與發展--P22 2.2.2發展連鎖經營的條件--P30 2.3連鎖經營型態的通路發展及權力理論--P34 2.3.1依賴（DEPEDENCY）--P36 2.3.2抗衡權（COUNTERVAILING POWER）--P40 2.3.3權力來源（SOURCES OF POWER）--P45 2.3.4通路衝突--P50 2.3.5通路滿足--P52 2.4中國大陸兒童教育體系之探討--P53 2.4.1幼兒學前教育體系--P55 2.4.2小學正規教育體系--P56 2.4.3小學生課外進修（或培訓）教育體系--P58 2.5中國大陸兒教育市場之探討--P59 2.5.1幼兒 學前教育市場--P61 2.5.2兒童英語、電腦培訓教育市場--P66 2.6中國大陸連鎖經營產業之發展現況--P73 第三章、研究設計 3.1研究架構--P77 3.2研究方法--P77 3.3研究流程--P80 第四章、個案描述及研究分析 4.1吉的堡教育機構個案描述--P82 4.1.1 公司沿革及連鎖經營發展成果--P82 4.1.2通路與組織發展計劃--P91 4.2個案分析--P121 第五章、研究結論與後續研究建議 5.1研究結論--P122 5.2後續研究建議--P122 參考文獻 一 中文部份--P124 二 英文部份--P128
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