| Summary: | 碩士 === 中原大學 === 工業工程研究所 === 92 === Abstract
This research will explore the whole process of how to start, franchise, and manage a children’s language cram school. As a new cram school is started, problems from all sides arise. Lack of experience and some vital techniques may directly lead to low enrollment, and even more a failure to attract investment. This study will focus on enhancing the overall performance of a new school in hope of making a profit in a fiercely competitive environment. By incorporating good management skills with the resources provided by the franchiser, a new school may well be on its way to generating huge profits.
This study includes several important managing strategies such as media mix and franchising system. Media mix can be used to enhance marketability. A franchising system will help shorten the learning period of a new company. Furthermore, a diagram of cause and effect is also included in this study. By analyzing this diagram a beginner can easily find a proposal to improve its business.
The conclusions of this study are as follows:
1. To start a new cram school we need to consider the location, market potential, profitability and license application. The layout of the cram school is necessary to focus on decoration, fire prevention, and building safety to meet the government requirements of a cram school.
2. For franchisers of English schools to get more from the teaching and management resources of the franchise which can shorten the learning period of a school. But the owner needs to pay a higher cost for running a franchisee school.
3. Advertising is a good tool for student enrollment. Adopting a budget focusing on media mix will allow for extensive and repetitive advertising coverage, which is aimed at developing a wide and deep coverage, essential for high enrollment.
4. Internal, interactive and external marketing are essential to promote the services provided by the company, and increase the company’s growth through customer satisfaction.
5. A case study to find and correct any weakness in management through the analysis of the cause and effect diagram, in order to improve the company’s service performance and create growth due to satisfied customers. The result of this will be an improvement flow chart for newcomers to refer.
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