| Summary: | 碩士 === 元智大學 === 資訊傳播學系 === 96 === This essay uses one of the direct management cram schools - Hua Language Institute as the research target to find out the keys to their success and the management strategies to make it even more successful. The result of the research is based on questionnaires and interviews with the department managers and directors of the company. It should be a practical reference for people who are in the same business. 1491 questionnaires have been issued and there are 583 good ones. 7 department directors have been interviewed and 4 of them are branch directors. The other 3 are department managers of the headquarters. The questionnaires were done by statistical analysis method: reliability and validity analysis, descriptive statistics, factor analysis and correlations analysis…etc. 31 management variables have been put together into 6 key success factors. They are plan of learning, personnel quality, teaching quality and teaching material, environment, marketing and operation. The result of the interviews matches with the result of the questionnaires. It appears that the reasons why Hua Language Institute has its competitive advantage are because of their fine teaching system, good teachers, good teaching material and good reputation. The management strategies they could use to improve are increasing the percentage of native speaker teachers, market information collecting, market prediction, advertisement, promoting activities, cooperation with people in the same business, and product diversification.
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