幼稚園園長新轉型領導與幼稚園行銷策略之研究

A Study on Kindergarten Principals’ New Transformational Leadership and Marketing Strategies of Kindergarten

鐘芳玲(Fang-Ling Chung)

指導教授 ： 曹俊德

朝陽科技大學/人文暨社會學院/幼兒保育系/碩士(2011年)

摘要

本研究旨在探討幼稚園園長新轉型領導與幼稚園行銷策略之現況及其關係，並據以提出結論與建議，期能提供幼稚園主管與教職員有關新轉型領導與幼稚園行銷策略重要性認知及實際施行的相關資訊，促進幼兒教育品質。本研究採取問卷調查法進行研究。首先，蒐集相關文獻並加入多元文化層面，作為研究主題的理論基礎，據以擬定研究架構，進而編製「幼稚園園長新轉型領導與幼稚園行銷策略」量表作為研究工具。
本研究之問卷對象為台灣本島全部縣市公、私立幼稚園現職園長511位，教師1004位。調查結果以描述性統計、信度分析、t考驗、變異數分析、皮爾森相關、迴歸等統計方法，進行資料處理分析，獲得以下結論：
一、園長新轉型領導重要性認知部分，以園長、專職行政、年齡為40歲至49歲與50歲以上組、年資為20年至29年與30年以上、經營型態為私立、班級數為4班至6班與7班至9班組，其教職員知覺園長新轉型領導的重要性程度最高。
二、園長新轉型領導實踐程度部分，以職稱為園長、專職行政、年齡為50歲以上、年資為30年以上、經營型態為私立、班級數為4班至6班與7班至9班組，其教職員知覺其園長新轉型領導的實踐程度最高。
三、幼稚園行銷策略重要性認知部分，以性別為男性、學歷為研究所（含40學分班）、年資為30年以上、年數為20年至29年與30年以上組，其教職員知覺幼稚園整體行銷策略的重要性程度最高。
四、幼稚園行銷策略實踐程度部分，以性別為男性、年資為20年至29年、班級數為4班至6班、7班至9班與10班以上組，其教職員知覺其幼稚園行銷策略的實踐程度最為良好。
五、不論在園長新轉型領導或幼稚園行銷策略，其各層面之重要性認知與實踐現況皆有顯著差異，顯示教職員在上述兩構念知與行之間有明顯落差。
六、在重要性知覺或實踐現況方面，園長新轉型領導與幼稚園行銷策略的各層面間皆有顯著差異，顯示在同一構念下，教職員對不同構面的重視程度、執行程度不一，且有明顯的落差。
七、園長新轉型領導與幼稚園行銷策略組合某些層面間在重要性認知與實踐現況有顯著相關，多為中度正相關。
八、園長新轉型領導各層面對幼稚園行銷策略組合不論在重要性認知或實際施行多有影響力，其中新轉型領導的多元文化層面最能預測行銷策略的各層面，而園長新轉型領導對於幼稚園行銷策略的產品、人員、通路策略最具解釋力，顯示園長新轉型領導的認知與作為對於幼稚園行銷策略中的產品、人員與通路策略最有發揮影響的空間，而多元文化將是園長新轉型領導中的重要特質與影響幼稚園行銷內涵的重要元素。

根據研究過程與結果，本研究提出以下之建議：
一、將多元文化概念納入教育思維中。
二、園長與教師持續進修，以促使新轉型領導落實於領導與教學實務上。
三、充實知能加強瞭解行銷的理論與內涵以避免偏見。
四、運用新轉型領導促進幼稚園行銷。
五、資深教職員與年輕教職員間應持續良性互動。
六、幼稚園應跨園、跨地域、跨階段、跨領域地互相觀摩學習謀求永續經營。

未來研究建議：
一、增加質性研究，補充、詮釋量化數據。
二、探討研究對象間的細部差異。
三、探討行政區域、層級的變更對教育產業的後續影響。
四、可在近期內從已得之研究樣本增納第三變項探討園長新轉型領導與幼稚園行銷策略對其的影響。
五、持續修訂量表以臻完善。

關鍵字

多元文化教育 ； 多元文化領導 ； 行銷策略 ； 新轉型領導

並列摘要

The research investigates the realities of new transformational leadership of kindergarten principal and kindergarten marketing strategy and their relations, then made conclusion and suggestions based on the findings in order to raise kindergarten supervisors’ and staff’s awareness on the importance of new transformational leadership and kindergarten marketing strategies as well as to provide related information in order to improve the quality of early childhood education. The research employs document analysis to first compile related literature according to diverse culture aspects, which will serve as the basis of this research. After a framework is drafted, the questionnaire “new transformational leadership of kindergarten principal and kindergarten marketing strategy” is made as tool for the research.

The interviewees in the research include 511 principals and 1004 teachers from public and private kindergartens in Taiwan. The data from the survey is analyzed through descriptive statistics, reliability analysis, t test, analysis of variance, Pearson’s correlation & linear regression to come up with the following conclusions:

1. On the recognition of the importance of the principals’ new transformational leadership, the staffs realized the importance of the new transformational leadership of their principals most positively when this group of leaders hold the title of principal or full time executives, aged between 40-49 or 50 and above, with seniority of between 20 to 29 years or 30 years and above, who are running private kindergartens with 4 to 6 classes or 7 to 9 classes.
2. On the principal’s implementation of new transformational leadership, the staffs realized their principals best achieved new transformational leadership when this group of leaders hold the title of principal or full time executives, aged 50 and above, with seniority of 30 years and above, who are running private kindergartens with 4 to 6 classes or 7 to 9 classes.
3. On the realization of the importance of kindergarten marketing strategies, the staffs best realized the importance of kindergarten marketing strategies are male with graduate school education (including equivalent courses), aged 20 to 29 or 30 and above, with seniority of 30 years and above.
4. On the implementation of kindergarten marketing strategies, the staffs best implement kindergarten marketing strategies are male with seniority of 20 to 29 years, who are in a school with 4 to 6 classes or 7 to 9 classes.

5. Whether in new transformational leadership of kindergarten principal or kindergarten marketing strategy, substantial differences can be seen in all levels between the recognition of their importance and the actual implementation, which shows the significant difference between knowing and doing.
6. The realization of the importance and implementation of new transformational leadership of kindergarten principal or kindergarten marketing strategy shows show a significant difference in all levels, which indicates a significant gap between the recognition and the implementation of a single concept by staffs.
7. In some levels, the importance recognition and the implementation of the new transformational leadership of kindergarten principal or kindergarten marketing strategy are obliviously related and are in many cases in medium positive relation.
8. The combination of new transformational leadership of kindergarten principal and kindergarten marketing strategy has its important impacts in all levels no matter in terms of importance recognition and implementation. In which, the diverse culture aspect of a new transformational leadership can best predict the different aspects of marketing strategies. While the new transformational leadership can best explain the product, personnel and distribution strategies in a kindergarten marketing strategy. This shows that the recognition and actions by new transformational leadership can provide the best room for development of the product, personnel and distribution strategies in a kindergarten marketing strategy. Diverse culture will be an important characteristic for new transformational leadership in principals and an important factor affecting the content of kindergarten marketing.

Based on the research process and result, we provide the following advises;
1. Include the concept of diverse culture into the education mindset
2. Keep on self-education to promote the implementation of new transformational leadership into real leadership and teaching scenarios.
3. Expand knowledge to enhance the understanding of marketing theories and their meaning to avoid prejudice
4. Use new transformational leadership to promote kindergarten marketing
5. Senior teachers and junior ones should maintain good interactions
6. Different kindergartens across region, stage and field should learn from each other in order to achieve sustainable operation

Recommendations for future research include:
1. Increase qualitative studies and supplement with quantitative interpretive data.
2. Investigate detailed differences among subjects.
3. Examine the subsequent influence of administrative domain and changes in rank on the educational industry.
4. Introduce a third variable into the recent research sample to examine the impact of new transformational leadership and marketing strategies.
5. Continue to improve the measurement scale.

並列關鍵字

multicultural education ； multicultural leadership ； new transformational leadership ； marketing strategies

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