托嬰中心行銷策略與分析之探討－以北部某縣市立案托嬰中心為例

The Study of Marketing Strategies of Day-Care Center: An Example of a County in Northern Taiwan

陳玉娟(Yu-Juan Chen)

《幼兒教保研究》 6期 (2011/02) Pp. 1-18

https://doi.org/10.6471/JECEC.201102.0001

摘要

本研究旨在探討托嬰中心運作現況與法令規定，及探究目前托嬰中心行銷狀況與策略，並且藉由托嬰中心行銷策略分析以提供相關建議，供業者經營托嬰中心與政府在協助托嬰中心運作時之參考。為了達成上述目的，研究者利用文獻探討與訪談法蒐集研究所需資料。經由訪談該縣市8間立案托嬰中心主管人員後發現：口碑行銷策略運用最為普遍，但是忽略其它有效行銷策略的運用。在研究過程中，亦發現各托嬰中心自我保護主義意識甚高，並且缺乏策略聯盟企圖心，但是不可忽視政策補助行銷的效益與保育價格對托嬰中心招生的影響性，未來的托嬰市場應朝向建構多元服務策略以提升中心競爭力。

關鍵字

托嬰中心 ； 行銷 ； 策略

並列摘要

The purpose of this study is to explore the situations, rules, and marketing strategies of day-care centers. According to the marketing strategies analysis, suggestions are proposed for managers of day-care centers and government. This study adopts a qualitative study method and the implements used included literature analysis and interview eight managers to collect data. The results show that day-care center managers notice Word-of-mouth marketing strategy, but they neglect other marketing strategies. Moreover, the study also finds that day-care centers managers have stronger self-protection and lack of strategic alliance strategy. The policy allowance and the price play important role in day-care center management. In the future, they can give multi-dimensional service to raise their competitive power.

並列關鍵字

day-care center ； marketing ； strategy