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    Title: 幼稚園行銷策略及其成效之個案研究
    Other Titles: A case study of marketing strategies and their effects of kindergarten
    Authors: 郭怡君;Kuo, Yi-chun
    Contributors: 淡江大學教育政策與領導研究所碩士在職專班
    吳明清;Wu, Ming-ching
    Keywords: 幼稚園;行銷;教育行銷;行銷策略;行銷規劃;行銷成效;Kindergarten;Marketing;education marketing;Marketing strategy;marketing planning
    Date: 2007
    Issue Date: 2010-01-11 00:19:08 (UTC+8)
    Abstract: 本研究旨在探討幼稚園行銷策略及其成效,內容包括乙所個案幼稚園行銷制度及現況、學校行銷策略重要性認知與態度、實際運作情形及困境。本研究選定以桃園縣九十一學年度評鑑績優的一所幼稚園,採個案研究方式進行;訪談的對象是個案幼稚園的相關人員,包括園長、教職人員及家長等7人為樣本。根據主要研究發現,歸納本研究的結論如下:
    一、個案幼稚園行銷對象以家長、社區和民眾為主
    二、舉辦親師座談會、運用家庭聯絡簿與家長溝通意見、辦理家長參觀教學觀摩日、親子講座或成果表演活動,為個案幼稚園具體的行銷活動
    三、個案幼稚園相關人員對行銷的認知程度不一
    四、相關人員已瞭解並肯定個案幼稚園行銷的必要性
    五、個案幼稚園相關人員有計畫地推動行銷工作以提高辦學效能
    六、個案幼稚園相關人員對行銷抱持兩極化的態度
    七、行銷策略的運作,有助於提昇教育品質與滿意度,亦增進各界人士對個案幼稚園的了解與支持
    八、促銷活動採用「期限內完成註冊,折扣優待」、「兄弟姊妹就讀本園減免機制」及「清寒幼生折扣優待」
    九、與社區建立良好的公共關係是個案幼稚園的外部行銷策略
    十、加強內部員工的認同感和向心力是個案幼稚園的內部行銷策略
    十一、提高家長、社區民眾對個案幼稚園凝聚力和向心力是個案幼稚園的互動行銷策略
    十二、個案幼稚園缺乏專責單位、人員、行銷機制及經費推動行銷工作
    十三、個案幼稚園教育人員之行銷專業知識與技能不足
    根據上述研究結果,分別對教育行政機關、幼稚園及後續相關研究提出之建議如下:
    一、對教育主管機關的建議
    (一)以具體行動大力推廣學校行銷策略
    (二)輔導各幼稚園推展行銷工作,建構行銷人才培育體系
    (三)鼓勵進修研習,強化行銷觀念
    (四)舉辦和獎勵富有創意的教育行銷活動,展現幼稚園及地方教育之特色
    二、對幼稚園的建議
    (一)落實內部行銷,深植全員行銷觀念
    (二)正視對外行銷活動,強化通路規劃
    (三)建立行銷專責單位
    (四)加強媒體推廣,靈活媒體運用
    (五)推動幼稚園行銷策略,經營形象塑造
    三、對後續研究的建議
    (一)研究對象擴大
    (二)研究內容宜對探討的議題作更深入的分析
    (三)研究方法宜採取質量並重瞭解教育行銷實際運作狀況
    The purpose of this study is to explore the kindergarten marketing strategy and its performance, and the study includes the system and current situation of a kindergarten marketing system, the recognition and attitude on the importance of school marketing strategy, and the actual operating situation and difficulties. This study selected one of the prestigious kindergartens in Taoyuan assessed in the academic year 2002 for the case study and interviewed seven related people including the principal, teachers, and parents of the selected kindergarten as samples. According to the primary findings of this study, conclusions are deducted as follows:
    1. The marketing targets of the selected kindergarten primarily include parents, communities and general public.
    2. Parent and teacher seminars are presented, family correspondence books are employed for communicating and exchanging ideas with parents, kindergarten open day is conducted for parent’s visit, and parent and children seminars or achievement performances and activities are held for the marketing promotion activities of the selected kindergarten.
    3. Related staffs of the selected kindergarten have different levels of recognition on marketing.
    4. Related staffs have already understood and acknowledged the essentiality of marketing to the selected kindergarten.
    5. Related staffs of the selected kindergarten have plans for the marketing promotion to improve the performance of school education.
    6. Related staffs of the selected kindergarten hold polarized attitudes on marketing.
    7. The operation of marketing strategy helps improving education quality and satisfaction level, as well as getting more understanding and support of the selected kindergarten from different circles of people.
    8. The promotion activities include “Discounts for students who complete registration before deadline”, “Mechanism of reducing or waiving tuition for those having siblings who study in this kindergarten” and “Discounts for students from low-income group”.
    9. Establishing good public relation with communities is an external marketing strategy of the selected kindergarten.
    10. Strengthening staff’s recognition and team collaboration is an internal marketing strategy of the selected kindergarten.
    11. Enhancing the agglomeration and collaboration of parents and community folks towards the selected kindergarten is an interactive marketing strategy of the selected kindergarten
    12. The selected kindergarten is lack of dedicated department, staffs, marketing mechanism and budget for the marketing promotions.
    13. The teaching staffs of the selected kindergarten have insufficient professional marketing knowledge and skill.
    In summation of the aforementioned results, suggestions to education administrative organizations, kindergartens, and related successive researches are mad as follows:
    1. Suggestions to Education Authority and Organizations:
    (a) Promoting school marketing strategy with great efforts and specific actions.
    (b) Guiding kindergartens to carry out their marketing promotion work, and create an incubating and training system for marketing personnel.
    (c) Encouraging further education and study, and consolidating marketing concepts
    (d) Conducting and rewarding creative education promotion activities to unveil the features of kindergarten and local education.
    2. Suggestions to Kindergartens:
    (a) Implementing internal marketing, and rooting the marketing concepts of all staffs.
    (b) Focusing on external marketing activities and enhancing the planning on channels
    (c) Establishing a dedicated marketing department.
    (d) Strengthening media promotion, and flexibly using the media.
    (e) Promoting kindergarten marketing strategy and creating image for the kindergarten.
    3. Suggestions to Successive Researches:
    (a) Expanding the studying target
    (b) Performing a profound analysis on the subject of the study
    (c) Emphasizing on both quality and quantity of research methods and understanding the actual operation condition of the education marketing.
    Appears in Collections:[教育政策與領導研究所] 學位論文

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