다차원척도법을 이용한 프랜차이즈 영어학원의 포지셔닝

Purpose: This study analyzes the market positioning of major franchise English academies in Korea using Multidimensional Scaling (MDS). In a saturated private education market entering maturity phase according to Product Life Cycle theory, understanding consumer perceptions of different brands based on key attributes is essential for developing effective differentiation strategies. Method: An online survey was conducted with 210 parents who had recent experience with franchise English academies. Participants assessed ten selected academy brands based on six evaluation attributes: educational quality, learning environment, teacher expertise, brand awareness, satisfaction, and class flexibility. Data were analyzed using PROXSCAL to construct perceptual maps. Results: The perceptual map revealed four distinct brand clusters: JLS positioned centrally as market reference point with balanced service offerings; immersion-based learning academies (DYB, POLY, April); test-preparation focused academies (YBM, Hackers, Pagoda, Jungchul); and specialized positions for Chungdahm (premium service) and Yoon's (digital-based self-directed learning). Conclusion: This study demonstrates how franchise English academies in Korea's mature market are employing varied positioning strategies to maintain competitiveness. The findings provide strategic insights for academy operators to clarify their competitive positioning and strengthen brand differentiation, due to changing market conditions and diversified consumer choices through online alternatives.