私立幼兒園以食農教育作為招生行銷策略之分析

少子女化現象已是全球各國面臨重大的議題而帶來的衝擊影響範圍更是全面性的，當家長養育子女數下降時其需求由數量（養育子女數）轉移成品質（教育品質），相對在選擇幼兒園時會更加嚴謹。因此，本研究以私立幼兒園面臨招生困難處境時以食農教育作為招生行銷策略，針對小維幼兒園的營業項目對年營收入的貢獻，再對小維幼兒園經營者及家長進行訪談，並與推行食農教育前後之幼兒人數成長幅度及年營收入進行比較，而瞭解小維幼兒園之經營現況。研究結果顯示，小維幼兒園在推行食農教育後幼兒人數及年營收入皆有明顯成長，整體年營收更高達29%的成長幅度，每年更維持以7%~9%的成長幅度。因此，幼兒園以食農教育為招生行銷策略後對經營績效有正向影響。透過推動實施食農教育課程以改善近年來層出不窮的食安問題，藉以制定幼兒園的行銷策略並建立幼兒園整體品牌形象，來奠定幼兒園永續發展之契機。研究建議，本研究以小維幼兒園財務資料為分析資料，幼兒園的經營策略可能會因所處地區不同而有所差異，研究結果發現食農教育的方案，不僅能協助發展幼兒園教學特色，更能提升教師專業能力，達到幼兒園招生轉型之成效。因此，建議幼兒園在面對幼教環境改變的衝擊時，能透過食農教育的方案，邀請食農輔導專家入園輔導，以作為解決為幼兒園困境策略之一。

關鍵字

私立幼兒園；食農教育；行銷策略

並列摘要

The declining birthrate has already been a major issue faced by countries around the world, and the impact and influence brought by it is far-reaching. When the number of children that are raised by parents decreases, parents’ demands shift from quantity (number of children) to quality (quality of education). As a result, they become more cautious when choosing a kindergarten. Therefore, under the circumstances that private kindergartens used the food and farming education as marketing strategy for admission when they faced difficulties in recruiting students, this study interviewed operators and parents of Xiaowei Kindergarten focusing on the contribution of its operational items to annual revenue. Furthermore, this study discussed the current situation of Xiaowei Kindergarten by comparing the growth rate of childhood and annual revenue before and after the promotion of the food and farming education. The results show that the number of children and the annual revenue of Xiaowei Kindergarten had obviously increased after it promoted the food and farming education. Also, the growth rate of overall annual revenue was as high as 29%, maintaining the growth rate of 7%~9% every year. Therefore, the food and farming education adopted by the kindergarten as marketing strategy for admission had a positive influence on its operation performance. The promotion and implementation of the food and farming education courses can improve the endless problems of food safety, so the formulation of marketing strategies and the establishment of overall brand image of kindergartens will lay a foundation for the sustainable development for kindergartens. This study suggests that this study analyzed the financial data of Xiaowei Kindergarten, and the operating strategies of kindergartens may vary from place to place. This study demonstrates that the project of food and farming education not only assists to develop the teaching characteristics of the kindergarten, but also improves teachers’ professionalism and abilities, which helps achieving the effectiveness of kindergarten’s admission transformation. Thus, it is suggested that when facing with the impact of the change of early childhood teaching environment, kindergartens can invite food and farming experts for coaching students through the project of food and farming education as one of strategies to solve the dilemma of kindergartens.