| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 102 === 英文摘要
Educational Franchise chain Research of the enrollment Strategy of children tutoring schools –
Taoyuan District educational franchise chain K.C. educational institutions as an example.
Student：Shin-chi Chang Advisors：Dr. Shu-ling Liao,Ph.D
Submitted to Executive Master of Business Administration Program
College of Management,
Yuan Ze University
ABSTRACT
The main purpose of this research paper is to focus on the influence of low birth rate and current global financial crisis to the educational franchise chain business. Now Taiwan's economic situation, the government is trying to put more effort on vulnerable families, therefore, the governments have set up different free services such as tutoring center or after-school classes in elementary school. In addition, these are the main factors that directly cause many problems for private daycares, tutoring centers facing shortage of students enrolled.
This research is going to inform the reader that how to use the campus enrollment strategies to stand out in a competitive market, and how to apply strategic alliances to enhance the franchise chain’s explore the effectiveness of campus operations. And in order to stand out from other companies, the success can be classified into three main parts to discuss. First, internal marketing –create a marketing management team to explore education and analysis the problems and issue. Second, external marketing - refers to the use of the franchisors resources and the appropriate method of student recruitment. Third, interactive marketing –focuses on the interaction of the educational concept between the parents and the branch, and make two groups working together that creates the best reference to the operators of the enrollment policy for the after-schools. Therefore, these elements are the crucial parts for providing the best result of the company; also allow operators to have creation of a better future.
This study uses qualitative research methods in individual case interview, then analysis the importance of the campus admissions and theoretical success factors. The research object target on the Taoyuan area private K.C. American English Franchise, After-School Childcare Center. The interview was based on discussing and analyzing importance of enrollment strategies in response to the Road Branch of the franchise chain.
Through literature and interviews the analysis show that:
1． the use of franchising campus recruitment strategies to enhance enrollment status established the brand identity.
2． different enrollment patterns analysis from regional campuses, enrollment is the key of characteristic campuses that should actively be planning.
3． internal marketing enrollment - employees should have regularly scheduled training of the admissions courses to enhance the ability of internal staff recruitment and professionalism.
4．external marketing enrollment - Franchise Headquarters enrollment planning marketing strategies - propaganda strategy, active policies, products and pricing strategy, channel strategy and promotion, education and training strategies of resource use.
5．interactive marketing enrollment - preferential enrollment with community, parents, word of mouth two-way communication between parents and teachers, those are the great way to be recognized and accepted from the public to directly achieve the best results.
Keywords: recruitment strategy, educational marketing, after-school childcare
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