A Case Study on After-school Care Center Applying Ocean Blue Strategy

• Main Authors: Chia-Hung Chang, 張嘉鴻
• Other Authors: Chun-Ching Ho
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/55634739185525200259

碩士 === 國立臺東大學 === 教育學系(所) === 101 === Abstract This study aims at the application of Blue Ocean Strategy in an after-school care center for elementary school students through literature review and interviews to understand the current business operation of after-school care centers. Moreover, this paper will provide specific suggestions in accordance with the results of the study, accomplishing the objectives and enhancing our conclusion. According to the research topic, there are three main objectives: first, to understand the current situation of the operation of an after-school care center by adopting SWOT analysis; second, to analyze the problems of the application of “Blue Ocean Strategy” at an after-school care center; and third, to discuss the application of “Blue Ocean Strategy” by an after-school care center with the analysis and decision making of the four action frameworks and six major approaches. First, this study examined the implications, related theories and studies as well as the strategies and difficulties of an after-school care center through literature review and data collection. Then, interviews were carried out to class advisers, teachers, parents and students. Last, data collected from literature review and interviews were combined reaching to the following results and suggestions: Withstanding the environmental changes, strategies such as cost-down competition, market-differentiation and focus on the operation of a particular market segment should be altered as to meet the performance goals of the firm. This study follows the principles of “Blue Ocean Strategy” applying in after-school care centers to create a blue ocean through analytic tools, structure and the six major approaches: market boundary reconstruction, focus on the vision, inattention to figures, beyond the existing demands, correct order of the strategies, the overcoming of major organizational obstacles, execution in strategies, and so on. The last two approaches would create an endless blue ocean. The theory of strategy management has become the new paradigm, which provides a practical experience and reflection to the current Warring States Period of after-school care centers. Lastly, the study provides the conclusion and suggestions about that the after-school care centers should proceed to value innovation, creation of new market-demand and a new market segment without competitors. Keywords: Blue Ocean Strategy, Red Ocean Strategy, after-school care center, declining birth rate, SWOT analysis