| Summary: | 碩士 === 國立臺北大學 === 合作經濟學系 === 91 === An educational institution, which is so called a cram school, offers students lessons after school or formal training out of work. In Taiwan, the proportion of students participating in such institutions is fairly and increasingly high. Therefore, choosing a well-operated educational institution is the common wish of all the students and their parents.
In the past, most people deemed that educational institutions were always producer-orientated, which implied using exaggerated and false advertisement simply to attract students. The size of class is generally very large and the classroom is crowded. Besides, the quality of service is often compromised due to the totally profit-driven operation.Nowadays with the awakened consumers’ consciousness and the pressure of competitors increasing, educational institutions should lay aside the producer-oriented attitude and run the business from the viewpoint of industrial management.
A perspective from business management is adopted to build a model for an educational institution in this research. First, historical literature is reviewed to clear up the relationship between schools and educational institutions. The differences among types of educational institutions are discussed as well. Second, a model is built to discuss the strategy management, marketing management, human resource management, operational management, technology management, financial management and customer relationship management. After the stability of all the internal operations, customers can be satisfied and the image of an enterprise can be built.
Moreover, it divides educational institution into four types according to different age groups of customers and contents of teaching in the study. One case will be chosen to represent for each type. Besides, we conducted a series of interviews and questionnaires for each case in order to combine management theory and practicality. Finally, the results of interviews and questionnaires are categorized and explained. Thus we can propose diagnoses and analyses to infer to the advantages and disadvantages so that people who are already in or intending to get in the business can take it as practical references.
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