幼兒園少子化現象的行銷策略之研究-以南投地區為例

Kindergartens’Marketing Strategies in Coping with Low-Birth-Rate Trend-A Case Study of Nantou Area

黃繻瑩(Ju-Ying Huang)

指導教授 ： 楊敏鈴

朝陽科技大學/人文暨社會學院/幼兒保育系/碩士(2012年)

摘要

本研究旨在探討南投地區幼兒園少子化現象的行銷策略概況，並分析不同背景的幼兒園園長對行銷策略狀況運作差異情形。研究者透過自編之「南投地區幼兒園行銷狀況之調查問卷」為主要研究工具，共發出 188 份問卷，總計回收有效問卷 169 份（回收率 89.9％），採用描述性統計分析、t考驗及單因子變異數分析等統計方法進行分析，並根據研究結果，提出結論與建議。 研究結果： 一、幼兒園行銷策略符合程度，依序為「人員策略」、「產品策略」、「通路策略」、「價格策略」、「推廣策略」。 二、產品策略上最符合的是「提供衛生營養之餐點，注重幼兒的飲食健康需求」、價格策略最符合的是「比照教育處規定收費，收費合理」、通路策略最符合的是「教室有充裕的活動空間，室內光線充足而明亮」、推廣策略最符合的是「設有聯絡專線、電子信箱或家庭聯絡簿等，便利家長與園所有順暢的溝通管道」、人員策略最符合的是「鼓勵教師專業成長，增進專業知能」。 三、不同學歷、年齡、幼兒園屬性、幼兒園規模、所屬地區、幼兒園校齡的園長在行銷策略上的「價格策略」皆達顯著差異; 不同幼兒園屬性與所屬地區的幼兒園園長在「產品策略」、「價格策略」、「推廣策略」、「人員策略」及「整體運作」上也達到顯著差異;不同幼兒園規模的幼兒園園長在「價格策略」、「推廣策略」、「人員策略」及「整體運作」上亦達到顯著差異。 四、幼兒園園長在行銷策略應用上所面臨的困境，分別有: 競爭激烈，使園所行銷成效有限、缺乏專業行銷人員的指導、未制訂行銷績效獎勵制度。 五、不同幼兒園規模的園長在行銷困境上的「資源層面」達顯著差異。 最後根據結論，提出具體建議，供教育行政單位、公私立幼兒園及後續研究之參考。

關鍵字

幼兒園 ； 少子化 ； 行銷策略

並列摘要

The purpose of this research was to investigate the marketing strategies against the trend of low birthrate for the kindergartens in Nantou area. The researcher used a self-adapted questionnaire, “The marketing strategies of kindergartens in Nantou area”, as the major research method. 169 out of 188 questionnaires were valid (with a return rate of 89.9%). Collected data were presented with descriptive statistics and analyzed base on t-test and one way ANOVA.
The conclusions of this study:
1.Current marketing strategies for kindergartens conformed to this order: “people strategy”, “product strategy”, “place strategy”, “price strategy” and “promotion strategy”.
2.“Providing nutritious and healthy meals, and paying attention to the need of healthy diet for children” most fit in product strategy. “Reasonable prices by following the pricing regulation of Education Bureau” fit in price strategy most. “Classrooms where are spacious and well-lit ” fit in place strategy most. “Enhance communications between parents and kindergartens by making use of a special telephone line, email or communication book” fit in the promotion strategy most. “Encourage teachers to pursue further education in order to strengthen professional knowledge” most qualified for people strategy.
3.Different attributes, size, locations, history of kindergartens and educational background, age of kindergarten principals represented a significant diversity in price strategy of marketing. Principals from different attributes and location of kindergartens had reached a momentous diversity in aspects of “product strategy”, “price strategy”, “promotion strategy”, “people strategy” and “overall operation”. Principals from different size of kindergartens also had reached a significant diversity in “price strategy”, “promotion strategy”, “people strategy” and “overall operation”.
4.Kindergarten principals were facing predicament in marketing such as “serious competition” that diminished the effects of marketing, shortage of marketing professionals, and lack of incentive system.
5.Principals from different size of kindergartens showed a significant difference in dealing with resource of marking strategy.
According to the conclusions of this study, some recommendations were proposed for educational administrative authorities, public and private kindergartens, and future researches.

並列關鍵字

Kindergarten ； Low Birthrate ； Marketing Strategy

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