幼稚教育是一切教育的基礎,培育幼兒的觀念,重質不重量,研究中部地區幼稚園促銷策略與評估效果,其目的為:(一)彙集整理與說明幼稚園發展現況及其存在之問題。(二)透過問卷調查方式,以層級分析法(AHP),分析中部地區幼稚園促銷策略層級因素之權重。(三)以中部地區公、私立幼稚園現有家長與潛在家長為調查對象,進行促銷策略之內部效果與外部效果評估。(四)根據研究分析所發現之結果,研擬幼稚園相關促銷策略之運用,提出建議改進方向。 中部地區:台中縣、台中市、彰化縣、南投縣,公、私立幼稚園共有487間,有效問卷77份,分析促銷策略層級因素之權重,作內部資料評估;現有家長有效問卷697份、潛在家長有效問卷362份,促銷工具以廣告、人員銷售、銷售促進、公共關係、直接銷售及其他五大項;知名度、重複購買、品牌轉換、及擴大客層等分別以卡方檢定作外部資料評估。 實證結果,在整體權重,填答者認為順序分別是:公共關係0.339、直接銷售及其他0.208、人員銷售0.183,銷售促進0.158、最後為廣告0.113。在作综合權重分析整體性考量時,公共關係因素「評鑑優良」在綜合分析25個關鍵因素中排名第一,整體權重達0.157,是填答者最為重視的促銷策略運作因素,其次為直接銷售及其他因素的「優良師資」0.108,第三為公共關係因素「專業證照」0.092。就個別運作因素得知,各群組在公共關係構面以「評鑑優良」因素最為重要;「優良師資」成為直接銷售及其他構面最受重視的因素;內部效果因素方面人員銷售構面以「招生說明會」成為最多且首要考量的因素,反應較熱烈;而銷售促進群組則認為「試讀」較為重要,比較受歡迎;廣告群組則認為「電視廣告」較為重要,接收較普遍。
Preschool education is the foundation of all educations. Quality is more important than quantity in breeding children. The purposes of this paper are: 1. assessing the developing position and current problems of kindergarten; 2. weighting preferences for different alternatives via questionnaire survey and Analytic Hierarchy Process (AHP); 3. evaluating the internal effects and external effects of promotion strategy on current householders and potential householders of public and private kindergarten in middle Taiwan; 4. drawing some improvements of promotion strategy for kindergartens based on empirical results. There are 4 Administrative divisions in Middle Taiwan: Taichung county, Taichung city, Changhua County, Nantou County. To assess internal information, 77 samples of 487 public and private kindergartens are collected in weighting promotion strategy via AHP. To assess external information, 697 samples of current households and 362 samples of potential households are surveyed. There are five measures of promotion strategy, such as advertising, sales force, sales promotion, public relations, and direct mail and others. The ranking based on the AHP results of promotion strategy are public relation 0.339, direct mail and others 0.208, sales force 0.183, sales promotion 0.158, and advertising 0.113, respectively. “Superior Assessment” of public relation is first priority promotion strategy among 25 alternatives, while “Superior child-care worker” of direct mail and others is the second priority, “Professional license” of public relation is the third.