本研究乃以「幼兒園行銷策略」為探討主題,研究對象為屏東縣某私立幼兒園教職員工與家長。透過文獻分析、訪談、參與園務會議等方法進行研究,再以SWOT分析,找出最有利的優勢與機會項目,並規避劣勢與威脅之行銷策略。本研究之行銷策略如下:一、創造競爭性定位二、招募適當的人員並改變行銷、作業和人力資源管理間的關係三、形塑形象並建立口碑四、差異化的教學產品五、提升幼兒園品質的整合模式
The purpose of this study is to investigate the marketing strategies in the private preschool. The literatures, interviews and conferences were developed, then this search applied the SWOT to find out the items of strengths, opportunities, weaknesses and threats to the private preschool. In the result, the management strategies are concluded as follows:1. Positioning distinguishes a brand from its competitors.2. Integrating marketing, operations, and human resources3. Imaging and branding service products4. Differentiating the teaching products5. Improving the integrated quality