幼稚園行銷策略可行性分析之研究－以桃園縣為例

Marketing Strategy Analysis Applications of Preschool -Tao Yuan County for Instance

鄭佩宜(Pei-Yi Cheng)

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行銷策略可行性之研究。首先，瞭解幼稚園行銷策略之可行性；其次，分析幼稚園行銷策略使用現況；並且分析不同背景變項幼稚園主管認為可行與使用頻率之行銷策略。
本研究分析幼稚園行銷策略相關研究外，同時採用問卷調查及訪談調查，蒐集桃園縣包括：桃園市、八德市、中壢市、平鎮市、龜山鄉、蘆竹鄉、大園鄉、復興鄉、龍潭鄉、觀音鄉、新屋鄉、大溪鎮與楊梅鎮等十三個市鄉鎮，已立案公、私立幼稚園之問卷資料與訪談資料。以分層隨機取樣方式進行抽樣，共寄出359份問卷，回收有效問卷共計270份，有效回收率為75.6％。使用之工具為自編之「幼稚園行銷策略可行性之問卷」，問卷回收後，以描述統計、排序以及t檢定、單因子變異數分析與Scheffe’ 法事後比較等統計方法進行資料分析。在訪談調查部分，以7位幼稚園主管進行面談，所得之資料，進行歸納與分析。
本研究結果共獲致下列五項結論：
一、 幼稚園主管對整體幼稚園行銷策略之可行性與使用頻率的情形，以「互動行銷」層面之可行性與使用頻率最高。
二、 幼稚園主管對各策略層面幼稚園行銷之可行性與使用頻率的情形都達到「中上」以上之程度。
三、 不同背景變項幼稚園主管對幼稚園行銷之可行性的情形。
（一） 幼稚園促銷策略及幼稚園強化家長服務策略層面，服務年資「5年至未滿10年」的幼稚園主管認為可行性最高。
（二） 幼稚園促銷策略、幼稚園強化家長服務策略及幼稚園因應市場變動策略層面，「私立幼稚園」的主管認為可行性最高。
（三） 幼稚園強化家長服務策略層面，規模「11班以上」的幼稚園主管認為可行性最高。
四、 不同背景變項幼稚園主管對幼稚園行銷之使用頻率現況。
（一） 幼稚園對教職員工的行銷策略及幼稚園對家長的行銷策略層面，年齡「41~50歲」的幼稚園主管使用頻率較高。
（二） 幼稚園對教職員工的行銷策略、幼稚園強化家長服務策略及幼稚園因應市場變動策略層面，服務年資「5年至未滿10年」的幼稚園主管使用頻率較高。
（三） 幼稚園對家長的行銷策略層面，「公立幼稚園」的主管使用頻率較高，另在幼稚園促銷策略、處理家長抱怨策略及幼稚園因應市場變動策略層面，「私立幼稚園」的主管行銷策略使用頻率較高。
（四） 幼稚園促銷策略及幼稚園處理家長抱怨策略層面，規模「11班以上」的幼稚園主管使用頻率較高。
五、 幼稚園主管對整體及各策略層面幼稚園行銷之可行性與使用頻率的差異情形，可行性高於使用頻率。
根據研究結果提出建議如下：
一、 對教育行政機關的建議
（一） 提供幼稚園行銷相關課程或研習。
（二） 建置幼稚園行銷資訊網路與對話平台。
二、 對幼稚園的建議
（一） 重視互動行銷，提升園所聲望。
（二） 鼓勵教職員工進修，同時建立健全制度。
（三） 建置幼稚園網路平台或發行相關刊物。
（四） 強化家長服務，針對家長抱怨建立完整流程。
（五） 隨時注意時事，因應市場變動。
三、 對幼稚園主管的建議
（一） 服務資淺的主管，積極參與行銷相關課程或研習。
（二） 幼稚園主管可透過不同管道進行交流。
（三） 鼓勵幼稚園教師參與不同行政職務。

關鍵字

幼稚園行銷 ； 幼稚園主管

並列摘要

The purpose of this study is to explore the feasibility of the kindergarten marketing strategies. First, understand the feasibility of the kindergarten marketing strategies; second, analyze the current use of the kindergarten marketing strategies; and lastly, analyze the marketing strategies and frequency of use deemed feasible by the kindergarten directors with different background variables.
In addition to the literature reviews and analysis of the kindergarten strategy related studies, the study has adopted the questionnaire survey and interview survey research methods. The questionnaire and interview data is comprised of public owned and private owned kindergartens in thirteen cities and townships, including: Taoyuan City, Bade City, Chungli City, Pingjhen City, Gueisan Township, Luchu Township, Dayuan Township, Fusing Township, Longtan Township, Guanyin Township, Hsinwu Township, Daxi Township, and Yangmei Township. Through stratified random sampling, a total of 357 questionnaires were distributed and a total of 270 valid questionnaires were recovered, thus the response rate of 75.6%. The tool used is the self-compiled “feasibility of the kindergarten marketing strategies questionnaire.” After the questionnaires were collected, descriptive statistics, sorting, t-test, ANOVA, Scheffé post hoc comparison, and other descriptive methods were adopted for the data analysis. As for the interview survey, seven kindergarten directors were interviewed, and the data obtained were summarized and analyzed.

The five conclusions drawn based on the study results are as follows:
1. In terms of the feasibility and frequency of use of the overall kindergarten marketing strategies by the kindergarten directors, “the interactive marketing” dimension had the highest feasibility and frequency of use.
2. In terms of the feasibility and frequency of use of the all-level kindergarten marketing strategy by the kindergarten directors, the “upper” level or higher was achieved.
3. The feasibility of the kindergarten marketing by the kindergarten directors with different background variables:
(1) The “kindergarten promotional strategies” and the “kindergartens’ strengthened parent service strategies” dimensions are deemed to have the highest feasibility according to the kindergarten directors who are in the “5 years to less than 10 years of working experience” bracket.
(2) The “kindergarten promotional strategies,” the “kindergartens’ strengthened parent service strategies,” and the “kindergartens’ strategies in response to the market changes” dimensions are deemed to have the highest feasibility according to the “private owned kindergarten” directors.
(3) The “kindergartens’ strengthened parent service strategies” dimension is deemed to have the highest feasibility according to the kindergarten directors who are in the “more than 11 classes” bracket.
4. The frequency of use of the kindergarten marketing for the kindergarten directors with different background variables
(1) In terms of the “kindergarten marketing strategies for the teachers and workers” and the “kindergarten marketing strategies for the parents” dimensions, the kindergarten directors in the “41~50” age bracket had higher frequency of use.
(2) In terms of the “kindergarten marketing strategies for the teachers and workers,” the “kindergartens’ strengthened parent service strategies,” and the “kindergartens’ strategies in response to the market changes” dimensions, the kindergarten directors in the “5 to less than 10 years of marketing strategies for the parents” and the kindergarten directors in the “5 years to less than 10 years of working experience” bracket had higher frequency of use.
(3) In terms of the “kindergartens’ marketing strategies for the parents” dimension, the public-owned kindergarten directors had higher frequency of use. In terms of the “kindergarten’s promotional strategies,” “the kindergartens’ strategies for handling parent complaints,” and the “kindergartens’ strategies in response to the market changes” dimensions, private-owned kindergarten directors had higher frequency of use.
(4) In terms of the kindergarten promotional strategies and the “kindergartens’ strategies for handling parent complaints,” the kindergarten directors in the “more than 11 classes” bracket had higher frequency of use.
5. In terms of the disparity in the feasibility and frequency of use of the kindergarten directors’ overall and respective strategic dimensions of kindergarten promotion, the feasibility was higher than the frequency of use.

The recommendations proposed based on the research results are as follows:
1. Recommendations for the education authorities
(1) To offer kindergarten marketing related courses or study.
(2) To set up kindergarten marketing information networks and platforms.
2. Recommendations for the kindergartens
(1) To give emphasis to interactive marketing to enhance the reputation of the kindergarten.
(2) To encourage staff training while establishing a sound system.
(3) To set up kindergarten network platforms or distribute related publications.
(4) To strengthen the parent services and establish a complete process for handling parent complaints.
(5) To pay attention to current events, in response to market changes.
4. Recommendations for the kindergarten directors
(1) Junior directors should actively participate in marketing-related courses or studies.
(2) Kindergarten directors may engage in exchanges through different channels.
(3) Kindergarten teachers are encouraged to hold various administrative positions.

並列關鍵字

kindergarten directors ； kindergarten marketing

參考文獻

李朝卿（2008）。南投縣國民小學學校行銷策略之研究。未出版之碩士論文，中台科技大學文教事業經營研究所，台中市。

郭怡君（2006）。幼稚園行銷策略及其成效之個案研究。未出版之碩士論文，淡

立台北科技大學技術及職業教育研究所，台北。

教育部（2008）。扶持5歲幼兒教育計畫。

邱素薇（2003）。公私立幼稚園整體服務品質之比較研究－以桃園縣為例。未出