台中市四所私立幼兒園行銷策略之分析

An Analysis of the Marketing Strategies of Four Private Kindergartens in Taichung City

黃聿甄(Yu-Chen Huang)

指導教授 ： 陳文彥

國立暨南國際大學/教育學院/教育政策與行政學系/碩士(2019年)

https://doi.org/10.6837/ncnu201900158

摘要

本研究的目的欲探討在少子化及幼托整合政策的衝擊下，是否有影響到私立幼兒園對學校行銷策略的運用，私立幼兒園如何來化解這一波的難關。
本研究採質性研究法，以台中市四所私立幼兒園園長為訪談對象做深入訪談，首先了解個案幼兒園的營運現況，再深入探討其行銷策略與面臨之挑戰。綜合研究發現，本研究之結論如下：
壹、個案幼兒園不論規模大小皆具有吸引家長的先備條件
一、環境設備明亮寬敞安全舒適
二、有優良穩定的師資團隊和教學特色
三、園所設立地點交通便利家長接送方便
貳、個案幼兒園行銷策略的運作採外部、內部與互動三方並行
一、個案幼兒園外部行銷善用4P策略
二、個案幼兒園人性化運用內部行銷策略降低教師流動率
三、個案幼兒園透過互動行銷策略與家長、社區良性互動，建立口碑
叁、少子化及幼托整合政策的危機，有利優質幼兒園經營
最後根據本研究發現與結論，針對主管教育行政機關、私立幼兒園、後續研究提出相關建議。

關鍵字

少子化 ； 幼托整合 ； 幼兒園 ； 學校行銷策略

並列摘要

The purpose of this study was to explore private kindergartens’ marketing strategies under the impact of the low birth rate and the child care integration policy.

In this study, the qualitative research method was conducted. In-depth interviews with the four private kindergarten directors in Taichung City was used to collect data. First, the context of case kindergartens were analyzed. Second, the marketing strategies of the case kindergartens were spcified. At last, the challenges that case kindergartens faced were discussed. Based on the findings, the conclusions are as follows:

1. Case kindergartens have the conditions to attract parents regardless of their size.
(1) The environment of the case kindergartens are bright and comfortable.
(2) Case kindergartens have excellent and stable teacher team and teaching features.
(3) The locations of the case kindergartens are convenient for transportation.

2. The operation of the case kindergarten marketing strategy is based on external, internal and interactive.
(1) As to external marketing, case kindergartens make good use of 4P strategies.
(2) Case kindergartens use internal marketing strategies to reduce teacher turnover.
(3) Case kindergartens build their brand through interactive marketing strategies and positive interactions with parents and communities.

3. The crisis of low birth rate and child care integration policy brings positive effect on kindergartens with good qualities.

Finally, based on the findings and conclusions of this study, recommendations are made for the educational administration authorities, private kindergartens, and future researches.

並列關鍵字

low birth rate ； child care integration ； kindergarten ； school marketing strategy

參考文獻

林俊彥、張惠雯（2009）。我國高等技職校院行銷管理模式之建構。學校行政雙月刊，65，1-15。

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