臺北市幼兒園內部行銷與互動行銷之探討

A Study of Internal Marketing and Interactive Marketing of Preschool in Taipei

朱家瑩(CHU CHIA-YING)

指導教授 ： 廖鳳瑞

國立臺灣師範大學/教育學院/人類發展與家庭學系/碩士(2017年)

https://doi.org/10.6345/NTNU202203237

摘要

本研究採問卷調查法，旨在瞭解臺北市公私立幼兒園教保人員與家長對內部行銷與互動行銷的看法，並進一步探討教保人員之背景變項與內部行銷與互動行銷的關係、幼兒家長之背景變項與互動行銷之關係，以及內部行銷對互動行銷的預測力。
本研究以自編「臺北市幼兒園內部行銷與互動行銷量表」，以臺北市幼兒園教保人員共249位及幼兒家長共990位為研究樣本，以探索性因素分析、單因子變異數分析、獨立樣本T檢定、多元迴歸分析來進行統計分析。
本研究發現如下：
一、臺北市幼兒園教保人員認為內部行銷「自主」層面做得最好，「關懷激勵」層面較弱。
二、幼兒園屬性、幼兒人數、教保人員年資、工作職稱、行政經驗、薪資與「自主」層面有顯著相關。
三、臺北市幼兒園教保人員與家長認為互動行銷「親師生互動」層面與「服務形象」層面做得不錯。
四、教保人員年齡與互動行銷各層面有顯著相關；教保人員年資、行政經驗、薪資與「親師生互動」層面有顯著相關；幼兒園屬性與「服務形象」層面有顯著相關。
五、教保人員學歷與內部行銷和互動行銷皆無顯著相關。
六、教保人員對內部行銷看法能預測其互動行銷看法，但無法預測家長互動行銷看法。
七、控制住教保人員背景變項、內部行銷與互動行銷看法後，發現教保人員「自主」與「關懷激勵」看法及「幼兒家長的家庭總收入」對教保人員「親師生互動」有顯著預測力；教保人員「溝通與支持」與「自主」看法及「幼兒園屬性」對教保人員「服務形象」有顯著預測力。
本研究依據研究結果，分別對主管機關、教保服務人員培育機構、幼兒園管理者、教保服務人員及未來研究提出建議，期望對幼兒園行銷未來的發展有所幫助。
關鍵字：幼兒園行銷、內部行銷、互動行銷、問卷調查

關鍵字

幼兒園行銷 ； 內部行銷 ； 互動行銷 ； 問卷調查

並列摘要

The study employs the questionnaire survey procedure and aims to discuss the views of educators and parents about internal marketing and interactive marketing administered by both public and private preschools in Taipei. This thesis also describes the relation between the background of educators and internal marketing as well as interactive marketing, and the relation between the parents’ background and interactive marketing. In addition, this study explores how internal marketing affects interactive marketing.
The writer designed a unique questionnaire Internal Marketing and Interactive Marketing Questionnaire for Taipei Preschools. This collects questionnaires from 249 public and private preschool educators as well as 990 parents of the preschool students and uses their questionnaires as study samples. This study conducts statistical analysis using exploratory factor analysis, one-way analysis of variance, t-test, and Multiple Hierarchical Regression Analysis. The findings of the study are as follows:
1.The preschool teachers in Taipei think that in terms of internal marketing, public and private preschools alike have done a good job in the autonomy aspect of " while they have not performed well in the "caring and encourage" aspect.
2.A significant correlation exists between the " autonomy " aspect and the quality of Taipei preschools, number of children, and the age, job title, administrative experience as well as salary of.
3.The preschool teachers think the "parent-teacher-student interaction" aspect and the "service-image" aspect are among the strengths of the preschools.
4.A significant correlation exists between the age of educators and each aspect of interactive marketing; the seniority, administrative experience and salary of educators are significantly correlated with the
"parent-teacher-student interaction" aspect; the quality of preschool is significantly correlated with the "service image??" aspects.
5.The academic background of preschool teachers is not significantly related to internal marketing and interactive marketing.
6.The views of on internal marketing affect their opinions about interactive marketing, but can not predict the parents’ views on interactive marketing.
7.With background variables, internal marketing and interactive marketing being controlled variables, there is a significant correlation between the preschool teachers’ opinions on " autonomy ", "caring and encouragement " along with the family income’ " and the "parent-teacher-student interaction" aspect. The views of the teachers about "communication and support" and "autonomy" and the "characteristics of preschool" affect the teachers’ “service-image”.
This study, based on its results, proposes recommendations to administrative authorities, the institution of the early childhood education and care, the management level of preschool, preschool educators and future studies, in the hope of making a contribution towards the development of preschool marketing.
Key word: preschool marketing, internal marketing, interactive marketing, questionnaire survey

並列關鍵字

preschool marketing ； internal marketing ； interactive marketing ； questionnaire survey

參考文獻

黃義良（2005）。國中小學校行銷指標與行銷運作之研究。師大學報，50(2)，139-158。

黃義良（2009）。幼教機構服務行銷指標建構之研究。測驗學刊，56（4），573-603。

參考文獻

中文文獻

《幼兒教育及照顧法》。2015年07月01日。