都會城市幼兒教育機構行銷策略之研究－以台北及高雄為例

Marketing Strategies of Early Childhood Education in Metropolitan Cities-Taipei and Kaohsiung

林佳芬(Chia-Fen Lin)

《幼兒教育》 298期 (2010/06) Pp. 23-41

https://doi.org/10.6367/ECE.201006.0023

摘要

本研究旨在瞭解都會城市幼兒敎育機構的行銷策略，選擇以社經背景相當之台北、高雄兩地爲例，探究兩地目前行銷策略施行現況及其推動困境與解決途徑，以提供相關之結論與建議。包括了869所台北幼兒敎育機構及365所高雄幼兒敎育機構。以簡單隨機分層抽樣法，研究者採用問卷進行調查。共選取245所樣本，由主要行政主管填答問卷，實際回收154份。結果發現：1．兩地幼兒敎育機構在行銷策略的「認知重要性」高於「實際運作」，顯示出「知」比「行」多，且不同背景變項的機構有其顯著差異；2．多數機構有行銷策略推動困境，原因以「園所尚未建置專門的行銷單位及人員」爲主，策略解決途徑爲「以內部人力資源進行改善」，其解決重點依序爲「實體設備」、「敎育服務內容」、「推廣方式」、「敎育服務人員」、「服務過程」、「價格」、「地點」；3．建議強化內部行銷與互動行銷之不足，除外部行銷推廣活動外亦應提高內部服務品質與互動時刻滿意度，以健全機構整體之行銷策略體系；4．規劃STP目標市場策略定位與7PS行銷策略組合，建立適合機構本身條件與因應時勢環境的敎育服務特色；5．審視機構的功能與發展，行銷不同特色需求的幼兒敎育服務。

關鍵字

都會城市 ； 幼兒敎育機構 ； 行銷策略

並列摘要

The purpose of this study was to understand the marketing strategies of early childhood education in metropolitan cities, i.e. Taipei and Kaohsiung. There were total 245 samples chosen by Simple Stratified Random Sampling from 869 early childhood education institutions in Taipei and 365 early childhood education institutions in Kaohsiung. By using survey, the final samples were 154. Results showed as follows: First, two place pre-school education organization ”the cognition importance” is higher than ”the actual operation” in the marketing strategy, demonstrates ”the knowledge” compared to ”the line” many, and the different background variable organization after compares afterward has its remarkable difference. Next, the most organizations have the marketing strategy impetus difficult position, because ”not yet establishes the special marketing unit and the personnel by the garden institute” primarily, ”carries on the improvement take the interior human resources” as the key to the situation, take ”the entity equipment”, ”the education service content” as the first solves key. Third, the suggestion strengthens insufficiency of the internal marketing and the interactive marketing, should also improve the internal service quality and the interactive time degree of satisfaction besides the exterior of marketing outreach activities, marketing of strategy system by perfect organization whole. Fourth, plans the STP target market strategy localization and the 7PS marketing strategy combination, the establishment suits the organization itself condition and in accordance to the current situation environment education service characteristic. Finally, carefully examines the organization the function and the development, the marketing different characteristic demand pre-school education service.

並列關鍵字

marketing strategies ； metropolitan cities ； pre-school educational institutions