中部地區托兒所促銷策略之研究

The Promotion Strategy of Day Care Centers in Middle Taiwan

宋玉琪(Yu-Chi Song)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

由於社會、科技的進步，國內出生幼兒人數大幅下降，及各類型之托兒所日漸興盛，造成托兒所產業競爭相當激烈，雖然每家托兒所竭盡所能改進教保品質、內容，但是所提供的品質都差不多，使得產品的差異性不大，如何順應趨勢、成功的促銷、增加幼兒數托人數，是迫不及待的。本研究嘗試以促銷的角度探討經營管理托兒所中影響促銷決策的因素及現有、潛在家長採用、參考促銷措施的比例，期能將研究成果提供托兒所業者以為參考。

本研究透過層級分析法（Analytical Hierarchy Process; AHP），以總體、地區別、公私立別等不同類型來分析構面，瞭解中部地區托兒所在促銷策略－「廣告」、「人員銷售」、「銷售促進」、「公共關係」、及「直接銷售及其他」等五構面之策略因素權重，問卷發放113份，回收58份，有效樣本33份；另外透過內部、外部問卷，瞭解現有及潛在家長對托兒所促銷方式採用及感受的比例，問卷發放1,200份，回收884份，有效樣本850份。

研究結果發現：（1）依總體而言，促銷決策者、現有家長、潛在家長所選擇之最重要因素只有在廣告策略是相同的，其餘四項策略都不相同。（2）依地區別而言，促銷決策者、現有家長、潛在家長只有在台中市的公共關係策略、直接銷售策略及彰化縣的廣告策略所選擇之最重要因素是相同的，其餘皆不相同。（3）依規模別而言，現有及潛在家長只有在小型規模的廣告策略及公共關係策略、中型規模的人員銷售策略、大型規模的人員銷售策略及銷售促進策略等所選擇之最重要因素是相同的，其餘皆不相同。（4）依公私立別而言，促銷決策者、現有家長只有在公立的人員銷售策略及銷售促進策略、私立的廣告策略所選擇之最重要因素是相同的，其餘皆不相同。（5）現有家長認為因促銷活動可增加托兒所的知名度、試讀人數、購買量、重複購買量、並降低品牌轉換、擴大客層等方面；潛在家長則認為可增加知名度及試讀人數等方面。

關鍵字

促銷策略 ； 托兒所 ； 層級分析法 ； 內部效果 ； 外部效果

並列摘要

Because both the society and the technology have progressed, the birthrate has dropped largely in Taiwan. Various day care centers have been developed prosperously day after day, and which causes the day care center industry competing intensely. Although each day care center has exhausted to do its best to improve the teaching quality and contents, the quality and contests between each other do not have huge differences and the parents could not distinguish any differences between each day care center. Therefore, how to comply the tendency, promoting successfully, increasing the number of day-care babies are the major things that the day care center industry should not hesitate to focus on. This paper is to analyze the promotion strategies in managing day care centers and the percentages of accepting in promotion strategies that the existing and the potential parents have adopted, in which expecting to give some information to the day care center industry.
This paper would build the empirical model via Analytical Hierarchy Process (AHP), and based on the differences in the entirety of the day care center industry, regional, and public or private day care centers to weigh the promotion strategies of advertising, personal selling, sales promotion, public relations, and direct selling promotion and others that the day care centers use in middle Taiwan. This paper would use internal survey, the 113 samples are taken in this paper, but only 58 samples are taken back, and 33 samples are used, and external survey, the 1,200 samples are taken, but only 884 samples are taken back, and 850 samples are used.
The results of the research are as followings: (1) By the entirety of the day care center industry, the advertising is the only promotion strategy that marketing decision-makers, existing parents, and potential parents have selected, but the other four strategies that they focus on are different. (2) By regional, the promotion strategies of public relations and direct selling promotion are selected by the marketing decision-makers, existing parents, and expecting parents in Taichung City, but the advertising is chosen by the marketing decision-makers, existing parents, and potential parents in Changhua County. (3) By marketing scales, the advertising and the public relations are selected by the marketing decision-makers, existing parents, and potential parents in small marketing scale, the personal selling is the major selection in medium marketing scale, and the personal selling and the sales promotion are focused on in large marketing scale. Otherwise, the different promotion strategies in different marketing scales are different. (4) By public or private day care centers, the most important promotion strategies are selected by marketing decision-makers, existing parents, and potential parents are the personal selling and the sales promotion in public day care centers. However, the advertising is selected in private day care centers. Other promotion strategies that public and private day care centers focus on are different. (5) The existing parents have considered promotion activities would increase in day care centers’ reputation, the numbers of probation, purchasing, and multiple-purchasing, decreasing in the children transferring to other day care centers, and expanding different customer levels, etc. The potential parents are considered the promotion activities will increase the reputation and numbers of probation of the day care centers.

並列關鍵字

promotion strategy ； day care center ； Analytical Hierarchy Process ； internal effects ； external effects

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