幼稚園行銷策略之研究－以雲林縣幼稚園教職員對行銷策略認知與認同度為例

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Title:	幼稚園行銷策略之研究－以雲林縣幼稚園教職員對行銷策略認知與認同度為例
Other Titles:	A Study of Marketing Strategies for Kindergarten--the Perception and Identification of Marketing Strategy for Kindergarten Staff in Yunlin County as the Example
Authors:	陳美鳳 Chen, Mei-feng
Contributors:	非營利事業管理研究所李志宏 Jhih-hong Li
Keywords:	學校行銷策略;認知;認同度 cognition;school marketing strategy;identification
Date:	2010
Issue Date:	2015-03-12 14:07:30 (UTC+8)
Abstract:	在全球化與自由化的世界潮流衝擊下，傳統教育與學校經營理念已不敷需求，幼稚園教職員不再只有具備教育專業理念即可，仍須因應時代需求而對學校行銷理念有所了解，才能透過各種行銷方式讓群眾了解學校作為，爭取更多資源進入校園。因此，本研究旨在探討幼稚園教職員對學校行銷策略的認知與認同度，以有助於學校行銷策略的推展。　　　本研究主要以問卷調查法，針對雲林縣公私立幼稚園之負責人、園長及教職員等347人進行施測。並將所得資料以平均數、百分比、單因子變異數分析、t 考驗、Scheff´e 事後比較及皮爾遜積差相關等資料處理方法，進行分析後，歸納出以下結論：一、雲林縣幼稚園教職員對學校行銷策略內涵的認知趨向於「大致了解」，，其中又以對「推廣策略」內涵的認知程度最高。二、雲林縣幼稚園教職員對學校行銷策略運作方式的認同度趨向於「重要」，其中又以對「通路策略」及「人員策略」運作方式的認同度最高。三、年齡、服務年資、職務、園所規模的不同，會影響雲林縣幼稚園教職員對學校行銷策略內涵的認知程度。四、年齡、園所規模、招生情況的不同，會影響雲林縣幼稚園教職員對學校行銷策略運作方式的認同度。五、對學校行銷策略的內涵愈了解，其對學校行銷策略的運作方式認同度也愈高。六、雲林縣幼稚園教職員認為推展學校行銷工作的最佳方式為由園所教職員組成行銷小組負責。　　The educational system in Taiwan encounters the greatest challenge than ever under the worldwide impact of globalization and liberalization. Under this circumstance, traditional school education and administration require immediate renovation and innovation. As in the case of kindergartens, the faculty is expected to be equipped with not only knowledge of one’s own profession but also marketing ability to a certain degree to catch up with time. With the help of marketing strategies, schools propagandize themselves to the public to draw abundant resources and support. Consequently, this thesis aims to delve into the comprehension and recognition of qualified kindergarten teachers and workers in terms of their school marketing strategies and furthermore to facilitate the prevalence of such strategies.　　　This research aims at the administrators, principals and faculty of the kindergartens in Yunlin County base on applying the questionnaires survey, and the survey results were statistically analyzed by mean of mean, percentage, one-way ANOVA, t-test, Scheffe method and Pearson product moment correlation. The conclusion of this analysis is as follows:1. The cognition of school marketing strategy connotation of kindergarten faculty in Yunlin County tends to approximate understanding, and the promotion strategy ranking the highest.2. The identification of school marketing strategy operation of kindergarten faculty in Yunlin County tends to importance, and the placing strategy and people strategy ranking the highest.3. The age, seniority and position of school faculty as well as the scale of kindergarten will impact on the faculty’s cognition of school marketing strategy connotation.4. The age of faculty, scale of kindergarten and the student recruitment will impact on the faculty’s identification of school marketing strategy operation.5. The more faculties understand the connotation of school marketing strategy; the more faculties identify the operation of school marketing strategy.6. The best way of promoting the kindergarten marketing is carried out by the faculty team.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(M. A. Program in Nonprofit Organization Management)

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