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研究生:吉耐思
研究生(外文):Genesis Sembiring Depari
論文名稱:改變與適應:台灣吉的堡幼兒園特許經營跨國研究--以印尼為例
論文名稱(外文):Change and adaptation : A transnational Study of Kids Castle Franchise Business of Taiwan to Indonesia
指導教授:林英星林英星引用關係
指導教授(外文):Lin,Ying-shing
口試委員:邱彥婷黃照貴
口試委員(外文):Chiu,Yen-TingHuang,Echo
口試日期:2017-06-08
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:英文
論文頁數:79
中文關鍵詞:特許加盟經營吉的堡幼兒園(Kids Castle)印尼學前班AHP
外文關鍵詞:FranchisingKid CastleIndonesian Pre-schoolAHP
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在1970至1980年代,許多中小企業的經營競爭激化,導致特許加盟經營成長,使用知名品牌或特許加盟業務體系,建立新的業務或替代市場,增加公司利潤與生存空間。特許加盟經營制度幫助許多中小企業在全球局勢不明朗,且高度競爭的情況下生存下來。通過良好的加盟制度,特許經營體系允許經營者在母公司的監督下,克服不確定性動盪與競爭危機,使得加盟商獲得更多的生存力量與空間。
特許加盟經營制度擁有嚴格的標準作業程序(SOP),加盟商必須遵守母公司的標準和規定。通常國際加盟系統有一些跨國適應問題,因為國際不同的文化,加盟法規和其他條件必須是不同的。國際加盟系統需要在標準作業程序和外國不同環境條件之間取得平衡。為了解國際特許加盟經營系統的變革與適應過程,本研究以台灣吉的堡幼兒園特許加盟經營制度為案例進行研究。
本研究綜合文獻綜述,有關特許加盟經營專業知識,使用AHP分析消費者群體的問卷調查結果,以確定適應過程中的關鍵因素。研究結論顯示,學習價格(學費),專業教師,學習語言,教學設施,品牌印像,園區位置等都是跨國加盟適應過程的關鍵因素。最後,母國特許經營者和跨國加盟經營者之間的關係,是兩方面都要重視的重要因素之一。
During the 1970s and 1980s business competition saw the failure of many small and medium sized businesses, which resulted in growth of franchising as an alternative to build new form of business using the well known business system. Franchising system helped many company to survive from uncertain global situation. Through well organized system and experience, franchising system allows franchisee to save from uncertainty turbulence under supervision of mother company which allows franchisee to get more power for survival pattern.
Franchising system have Standard Operational Procedure (SOP). Franchisee has to follow the standard and rules from the mother company. Usually, there are some adaptation problem to the system, because International different culture , regulation, and the other conditions are different. It needs to balance between the SOP and the condition of foreign. To understand the changing and adaptation process through International franchising system, Kid Castle Franchising system was determined as a case study in this research.
This study has combined discussions in literatures reviews, franchise expertise, and questionnaire survey results obtained from interview with consumer group using AHP analysis in order to determine the key factors during adaptation process . The study conclusions showed that price (tuition fee), Instructor, Language used in learning, Facility, Brand/ Image, location and etc play as a key factor in adaptation process. However relationship between franchisor and franchisee is one of the most important aspect that both of them have to pay attention more.

摘要 i
ABSTRACT ii
ACKNOWLEDGMENTS iii
TABLE OF CONTENTS iv
LIST OF TABLES vii
LIST OF FIGURES viii
LIST OF FIGURES ix
CHAPTER 1 1
INTRODUCTION 1
1.1 Introduction 1
1.2 Study Motive 2
1.3 Study Purposes 4
1.5 Research Procedure 4
1.6 Limitations of the Study 5
CHAPTER 2 6
LITERATURE REVIEW 6
2.1 History and Definition of Franchise 6
2.2 Kid Castle Franchising System 7
2.3 Preschool Analysis in Indonesia 11
2.4 Definition of PESTLE Analysis 13
2.4.1 Political factors 13
2.4.2 Economic Factors 13
2.4.3 Social Factors 13
2.4.4 Technological Factors 13
2.4.5 Legal 14
2.4.6 Environmental 14
2.5 Definition of Five Forces Framework 14
2.5.1 Industry Competitors 14
2.5.2 New Entrants 14
2.5.3 Substitutes 15
2.5.4 Buyers 15
2.5.5 Suppliers 15
2.6 Analytical Hierarchy Process (AHP) 15
2.6.1 AHP Procedure 15
2.6.2 Using AHP 17
2.7 Test of Consistency 17
CHAPTER 3 19
Research Methodology 19
3.1 Introduction 19
3.2 Conceptual Framework 19
3.3 Empirical Study Method and Survey Procedures 20
3.4 Subject Selection and Description 21
3.5 Instrumentation 21
CHAPTER 4 24
QUALITATIVE AND QUANTITATIVE ANALYSIS 24
4.1 Introduction 24
4.2 PESTLE Analysis of Kid Castle in Indonesia 24
4.2.1 Political Factors 24
4.2.2 Economic Factors 29
4.2.3 Socials Factors 31
4.2.4 Technological Factors 32
4.2.5 Environmental Factors 33
4.2.6 Legal Factors 34
4.3 SWOT Analysis of Kid Castle Franchise in Indonesia 35
4.3.1 Strengths of Kid Castle 36
4.3.2 Weakness of Kid Castle 36
4.3.3 Opportunity 37
4.3.4 Threats 37
4.4 Competitive analysis using Porters Five Forces Analysis 40
4.4.1 Industry Competitors 40
4.4.2 New Entrants 45
4.4.3 Substitutes 45
4.4.4 Buyers 46
4.4.5 Suppliers 46
4.5 Survey Analysis Using AHP Analysis 47
4.6 Consistency Ratio 52
4.7 Summaries of AHP Analysis 59
CHAPTER 5 63
CONCLUSIONS AND RECOMMENDATIONS 63
5.1 Conclusions and Recommendations 63
5.2 Suggested Future Research 64
REFERENCE 66
Appendix A: The Survey 68
Appendix B : Survey Analysis 73


LIST OF TABLES
Table 1.1 : Population of Indonesia (2016 and historical)...............................................................3
Table 2.1 : Random Consistency Index (RI).................................................................................18
Table 3.1 : Saaty Comparison Scale..............................................................................................21
Table 4.1 : Individual Income Tax.................................................................................................25
Table 4.2 : Company Income Tax..................................................................................................26
Table 4.3: Indonesia Income per capita year of 2014-2016...........................................................29
Table 4.4 : Trend of pupils by status, and type of school..............................................................30
Table 4.5 : SWOT Analysis of kid Castle In Indonesia.................................................................37
Table 4.6 : Comparison between number of Institutions and Participants....................................43
Table 4.7 : Choosing Pre-School...................................................................................................48
Table 4.8 :Choosing Brand/Image................................................................................................49
Table 4.9 :Choosing Facility..........................................................................................................49
Table 4.10 : Choosing Teachers/Instructor..................................................................................50
Table 4.11 : Choosing location....................................................................................................50
Table 4.12 : Choosing Language used in Learning......................................................................51
Table 4.13 :Choosing Price/Tuition Fee (based on respondents ability)......................................51
Table 4.14 : Choosing Pre School................................................................................................53
Table 4.15 :Choosing Brand/Image.............................................................................................53
Table 4.16 :Choosing Facility.......................................................................................................53
Table 4.17 : Choosing teachers.....................................................................................................54
Table 4.18 :Choosing Location.....................................................................................................54
Table 4.19 :Choosing language....................................................................................................54
Table 4.20 : Choosing Tuition fee/Price.......................................................................................55
Table 4.21 : Normalize of Choosing Pre School..........................................................................55
Table 4.22 : Normalize of Choosing Brand/Image.......................................................................56
Table 4.23 : Normalize of Choosing Facility...............................................................................56
Table 4.24 : Normalize of Choosing Teachers.............................................................................56
Table 4.25 : Normalize of Choosing Teachers.............................................................................56
Table 4.26 : Normalize of Choosing Language Used In Learning...............................................57
Table 4.27 : Normalize of Choosing Tuition fee/Price.................................................................57
Table 4.28 : Consistency Ratio......................................................................................................58
Table 4.29 : Ideal Model Kid Castle in Indonesia.........................................................................62
LIST OF FIGURES
Figure 2.1 : Procedure to sign an agreement..................................................................................10
Figure 2.2 : Indonesian Overview of Preschool.............................................................................12
Figure 3.1 : Conceptual Framework..............................................................................................22
Figure 3.2 : Analytic Hierarchy of the Questionnaire (How Indonesian choose Pre-School).......20
Figure 4.1 : Indonesian Overview of Preschool.............................................................................24
Figure 4.2: The number of early childhood education of Institutions by province.......................41
Figure 4.3: The number of early childhood education of Participants by province......................42

LIST OF FIGURES
Figure 2.1 : Procedure to sign an agreement..................................................................................10
Figure 2.2 : The number of early childhood education of Institutions by province......................41
Figure 3.1 : Conceptual Framework..............................................................................................18
Figure 3.2 : Analytic Hierarchy of the Questionnaire (How Indonesian choose Pre-School).......20
Figure 4.1 : Indonesian Overview of Preschool.............................................................................24
Figure 4.2: The number of early childhood education of Participants by province......................42

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