臺中市幼兒園行銷策略之研究

A Study of Marketing Strategies for Kindergartens in Taichung City

林嘉鈴(Chia-ling Lin)

指導教授 ： 賴清標

中臺科技大學/護理學院/文教事業經營研究所/碩士(2012年)

https://doi.org/10.6822/CTUST.2012.00015

摘要

本研究旨在探討臺中市幼兒園的行銷策略。以「臺中市幼兒園行銷策略之研究調查問卷」為研究工具，臺中市公私立幼兒園教保人員為研究對象，共發放問卷500份，回收有效問卷410份，有效率82％。以描述性統計、相依樣本t考驗、獨立樣本t考驗、單因子變異數分析進行資料分析。根據所得資料分析結果，獲致結論如下：（1）臺中市幼兒園教保人員認為行銷策略非常重要！重要程度依序為最重要的是「人員策略」、其次是「通路策略」、「產品策略」、「推廣策略」、「價格策略」；（2）臺中市幼兒園運作情形依序為運作最好的是「人員策略」、其次是「產品策略」、「通路策略」、「推廣策略」、「價格策略」；（3）臺中市幼兒園行銷策略重要程度及運作情形以「幼兒園教保人員的流動率低」差異最大；（4）不同背景變項的臺中市幼兒園教保人員對行銷策略重要程度及運作情形之知覺達顯著差異。最後，根據研究結果提出對臺中市幼兒園行銷策略之建議，以供幼兒園、教保人員、教育行政單位及未來研究之參考。

關鍵字

行銷策略 ； 行銷 ； 幼兒園

並列摘要

The purpose of this study was to explore the marketing strategies for kindergartens in Taichung City. The “Questionnaire on the Marketing Strategies for Kindergartens in Taichung City” was developed as an instrument. A total of 500 copies of questionnaire were distributed to the teachers in kindergartens in Taichung City and 410 participants returned the forms with return rate 82%. Descriptive statistics, paired-samples t test, independent-samples t test, and one-way analysis of variance (ANOVA) were used to analyze the data. Based on the data analysis, the results are listed as follows:
1. The participants in the study consider the marketing strategies very important, the most important is the personnel strategy, followed by channel strategy, product strategy, promotion strategy, and then pricing strategy.
2. Among the operational practices, personnel strategies are used most widely by kindergartens, followed by product strategies, channel strategies, promotion strategies, and then pricing strategies.
3. The biggest difference between the marketing strategies and operational practices is found in the low mobility of teachers in kindergartens.
4. Significant differences are also found between the importance of marketing strategies and operational practices by teachers’ different background.
Finally, suggestions are made for kindergartens, child care providers, educational administration organizations, and further studies to improve their marketing strategies.

並列關鍵字

marketing strategies ； marketing ； kindergarten

參考文獻

王寶玲（2006）。紫牛學行銷。臺北：創見。

余朝權（1991）。現代行銷管理學。臺北：五南。

吳芳宜（2011）。淺談學校行銷的具體策略–以屏東縣光春國小為例。學校行政雙月刊，71，35–51。

吳清山（2004）。學校行銷管理的理念與策略。北縣教育，47，23–34。

林仁煥（2008）。學校創新經營的金三角行銷策略之探究–以臺北縣屈尺國小為例。學校行政雙月刊，57，165–190。