台中市小學生家長選擇補習班之消費行為研究

The Consumer Behavioral Study of Selecting After-School TutorialInstitutes by Parents of Elementary Students in Taichung City

林子樺(Lin Tzi-Hua)

指導教授 ： 李上九

亞洲大學/管理學院/經營管理學系碩士班/碩士(2004年)

摘要

隨著台灣經濟的發展，改變了社會型態與家庭結構；婦女就業率的提高以及九年一貫教育改革使得家長對於補習班的需求日益強烈。
本研究從行銷的角度去探討影響「明星小學」與「一般小學」學生家長消費行為的因素。期能使補習班服務市場的經營者，瞭解其目標市場，及各區家長對服務內容的需求與期望，進而能提供滿足各區家長所期望的服務品質。並將研究的結果，提供給補習班市場的經營者制定行銷策略的建議，達到補習班市場業者永續經營的目標。
本研究建議：
一、除了設立美語、音樂等熱門才藝課程外，台中市明星小學區可立陶藝與作文課程。
二、明星小學家長重視交通工具的接送；一般小學家長重視學費價格問題。
三、由家人或鄰居朋友獲得資訊的比率比廣告傳單高，業者可以往這方面切入。

關鍵字

補習班 ； 消費者行為

並列摘要

As Taiwan’s economy grow, the family structure and life-styles changed. More and more have entered the employment market. The educational guidelines of grade 1-9 curriculum of elementary and junior high schools have been modified each year. Therefore, the demand for after-school tutorial institutes has become stronger ever year.
From a sales and marketing point of view, this paper tries to find out the key decision factors of parents from different school sectors, popular school and mediocre school. The results allow such institute operators to understand not only their target market, but also their expectations and demand of such service in the area. Then, they can satisfy customers from both popular school and mediocre school sectors. Thus, the end result of this research provides some strategic marketing suggestions to institute operators and helps them achieve the goal of sustainability.
The evidence has revealed that:
4. For factors that parents take into account, while choosing after-school tutorial institute, there is an obvious difference between popular school and general school.
5. For reasons that parents send children to after-school tutorial institutes,
there is an obvious difference between popular school and general school.
8. For the parents’ expectation of the teacher, there is an obvious difference between popular school and general school.
9. For the parents’ expectation of the marketing, there is an obvious difference between popular school and general school.
10.For the parents’ expectation of the type, there is an obvious difference between popular school and general school.
11.For the parents’ expectation of the convenience, there is an obvious
difference between popular school and general school.

並列關鍵字

After-School Tutorial Institute ； Consumer Behavior

參考文獻

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