本研究以臺中市私立幼兒園為例,旨在瞭解台中市私立幼兒園家長對幼兒園品牌經認知與滿意度的現況及相關性,從中分析不同背景變項之幼童家長對幼兒園品牌經營的知覺差異,以及分析不同背景變項之幼童家長對於幼兒園品牌經營之滿意度。研究方法以問卷調查法,工具以自編「台中市私立幼兒園家長對幼兒園品牌經認知與滿意度」之問卷量表,對象為就讀臺中市立案人數達150人以上之私立幼兒園家長進行研究。發出600份問卷,回收有效問卷564份;並應用SPSS/12.0中文版套裝軟體,進行資料處理分析,研究結論如下壹、家長對幼兒園品牌經營認知的現況情形良好,其中以「品牌文化」最高,而以「品牌行銷」 最低。 貳、不同背景變項之幼兒園家長在幼兒園品牌經營認知看法不同。 叁、家長對幼兒園品牌經營滿意度的現況情形良好,其中以「品牌識別」最高,而以「品牌行銷」較低。 肆、不同背景變項之幼兒園家長在幼兒園品牌經營滿意度感受不同。 伍、幼兒園家長對幼兒園品牌經營認知與滿意度有顯著差異。 陸、家長對幼兒園品牌經營認知與滿意度之有相關
In this study, the private kindergarten in Taichung City, for example, to understand, Taichung, Taiwan private kindergarten parents of kindergarten brand cognition and satisfaction with the current status and relevance of the perceptual differences of parents of children of different background variables from the analysis of the nursery brand management,and the analysis of the satisfaction of parents of children of different background variables for kindergarten brand management. Research questionnaires, tools to self ", Taichung, Taiwan private kindergarten parents of kindergarten brand Questionnaire by cognition and satisfaction", the object for studying in Taichung City ''number of private kindergartens, parents of more than 150 people. 600 questionnaires, 564 valid questionnaires; and application SPSS/12.0 Chinese version of the package, data processing, analysis, and research conclusions are as follows: 1. The current status of the situation of the parents of kindergarten brand management awareness is good, which "brand culture", while the minimum in order to "brand marketing". 2. Parents of different background variables kindergarten kindergarten brand management, cognitive view. 3. Parents of kindergarten brand management satisfaction with the current status of the case is good, "brand recognition" highest "brand marketing" low. 4. The different background variables kindergarten parents in kindergarten brand management satisfaction feel different. 5. Kindergarten parents of kindergarten brand management awareness and satisfaction are significantly different. 6. Land, parents of kindergarten brand business awareness and satisfaction.