以方法目的鏈探討消費者選擇幼兒園之決策因素

鄧淑君(Shu-chun Teng)

指導教授 ： 莊世杰

國立中正大學/管理學院/企業管理學系/碩士(2012年)

摘要

台灣社會隨著幼托整合的趨勢及少子化之影響，幼兒園的生態面臨衝擊與嚴峻的挑戰，目前幼兒園的經營將是一個極為重要的關鍵時刻，幼兒園之經營需要立基於其在市場之差異化與使其價值成為產業利基。
為能更深入的瞭解消費者為幼兒選擇幼兒園的決策因素，本研究採取「方法目的鏈(Means-EndChain)」之理論，採用質化的深入訪談法及內容分析(Content Analysis)去收集與分析資料，藉以瞭解消費者多樣化的需求。本研究首要動機即是透過深入訪談法，去瞭解影響消費者為幼兒選擇幼兒園之決策行為的認知結構。並依教育價值觀以二階段集群分析法（Two-Stage Clustering)分群進行各群之價值階層圖(Hierarchical Value Map，HVM)依據連結關係，找出關鍵要徑(critical path)，以作為市場區隔之參考，擬定更加貼近消費者之行銷策略。
透過本研究，可以得知消費者選擇幼兒園之因素取決於建築設備，因其可以帶來空間廣闊與衛生之結果，並產生使幼兒身心健全發展、專業認可與安全放心之價值。對於領導者與教師而言，能夠由消費者需求角度了解消費者之需求，進而使得幼兒就讀幼兒園之需求產生更高價值，使營運策略的定位與內容取向，能符合目標消費者的深層需求，進而提升增加收托人數與消費者之滿意度。

關鍵字

方法目的鏈 ； 選擇幼兒園 ； 集群分析 ； 價值階層圖 ； 內容分析法

並列摘要

In Taiwan, the trends of kindergarten integration and the impact of the low birth rate, which kindergarten ecological has to face such impact and serious challenges. At the moment, the young children nursery business is in an extremely critical period of time, that kindergartens operation needs is based on the market difference and its value.
For further understanding of consumers’ decision-making factors on choose a kindergarten for young children. This study adopts the “Means-End Chain” theory, using qualitative methodology for interview and content analysis to collect and analyze data in order to understand the diverse needs of consumers. The primary motivation for this study through the interviews is to understand the impact of consumers to choose the child care nursery of the cognitive structure of the decision making behavior. Further more, clustering carried out in accordance with the educational values by using to the two-stage cluster analysis, and then grouping the value to each group with the Hierarchical the Value Map based on link relations. Next step, use a reference of market segmentation to identify the critical path for developing a consumer marketing strategy closer to consumer decision making.
Through this research, the factors of consumer choice kindergarten depend on the construction equipment, because such factors bring the results of a broad space and health. Also, it creates children physically and mentally healthy development of professional recognition and value of safe and secure. For the kindergarten leader and teachers to understand the needs of consumers by consumer demand point of view, thus making the needs for young children attending kindergartens to produce higher value to the positioning of the operating strategy and content orientation, in line to provide the deep needs to the target consumer, thus increasing recruitment and consumer satisfaction.

並列關鍵字

Means-End Chain ； Choose kindergarten ； Cluster Analysis ； Hierarchical Value Map ； Content Analysis

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