[[alternative]]An Investigation on the Competitive Advantages of Commercial Technical Colleges--Case Study on an Institute of Technology

[[abstract]] 技職教育過去為我國培育無數的基層技術人力，但因應近年來產業結構的改變，政府為了技職教育功能的持續與發揚，乃推動修法通過，鼓勵專科學校改制技術學院及科技大學。技職學校向來是升學的次要選擇，因生育率下降，各公私立技職校院招生面臨嚴峻的挑戰，加我國加入WTO後國外學校的競爭，在激烈競爭的市場上，如何提昇學校的教學品質、提高研究質量、塑造與強化特色、調整經營策略、改善體質，以提昇競爭力吸引學生就讀，實為各校生存發展的當務之急。 本研究中之個案學校在原有的基礎上有其優勢（Strengths）和劣勢（Weakness），透過SWOT的分析，前者如既有的校譽、財務健全度、地理位置佳等都具有優勢：後者則是校地窄小、宣傳不夠、行政人員訓練不足等而為必須檢討的劣勢；機會（Opportunities）方面則有：增設不同的學制、推動終身教育、中部科學園區設立等；至於威脅（Threat）是新學校增設、企業外移等。研究中企圖找出個案學校現階段及未來的優勢來源，並從中建立長期的競爭優勢。分述如下：（一）分析歷屆畢業生就讀本校的真正原因（二）校友對母校的認同及向心力（三）檢視過去的經營策略（四）評估現況。另外也發現下列得以改善、補強的不足之處：(一)優良的師資。（二）彈性的課程選擇。（三）擴充軟硬體設備。（四）排除校務科層組織的弊病。（五）強化全體教職員的危機意識。 個案學校目前尚能有一定的教學品質和規模，但學生人數減少、素質降低是不爭的事實。同時又囿於保守及現有條件，明知市場競爭激烈，仍不脫傳統方式及作法，唯有提昇經營效能，始可在眾多的競爭者中脫穎而出。建議個案學校須以滿足顧客的需求為首要，以高品質的教學設施、績優的辦學成效號召學生，並積極整合校內資源、建立特色，當能獲得學生及家長的認同與肯定。[[abstract]] Vocational/technical education has brought our nation a great grassroots technical workforce. However, in light of the changes in the industrial structure in recent years, our government has passed regulatory laws that encourage the upgrading of junior colleges to institutes and universities of technology in order to carry on with and expand the functions of technical colleges. However, since vocational/technical schools have tended to be the secondary choice for students, and the dropping birth rate brings another stern challenge for public and private vocational/technical colleges, let along the possible competition from foreign counterparts with Taiwan’s accession to the WTO. On this fiercely competitive market, how to enhance school teaching and research quality, establish and strengthen each college’s special features, adjust management strategies, improve the school composition and increase the competitiveness to attract students, are all major concern of the agenda of the vocational/technical colleges. The case-study used in this research has its fundamental strengths and weaknesses. According to SWOT analysis, its strength includes：good reputation, sound financing, and great geographical location. While the weakness comes from its limited land, insufficient propaganda and administrative training. The institute’s opportunity lies in increasing various academic systems, promoting lifelong education, and the establishment of the Central Taiwan Science Park. Its threat, on the other hand, comes from the emergence of new schools and the business drain. The followings direct to the institute’s present and future advantages in order to establish long-term competitiveness.I. The essential consideration for graduated students to attend the institute in the first place.II. Alumni’s recognition and cohesion toward the institute.III. An overview of the institute’s past management strategies.IV. An evaluation on the current situation. The research also leads us to find out the following areas that require improvement and reinforcement.I. Quality of the teaching staffII. Flexible curricular optionsIII. Expansion of hardware and software facilitiesIV. Abandonment of the administrative drawbacksV. Strengthening all staff and faculty’s sense of crisis The case-study institute currently still has a certain teaching quality and scale, inspite that its enrollment rate is dropping and the quality is declining. The institute, though in view of this fact, remains conservative and maintains its current conditions. The competition is fierce but the institute’s traditional approach and conduct are as usual. The only way for them to gain the competitive edge will be enhancing its management efficacy. Our suggestion to the institute is that it should prioritize its customers’ needs and attract students to attend the school with the high-quality teaching facilities and excellent academic achievements, and proactively integrate on-campus resources and establish its own unique features so that students and parents will recognize and identify with the institute