Marketing Strategy Analysis Applications of Preschool-Tao Yuan County for Instance

Autor: Pei-Yi Cheng, 鄭佩宜
Rok vydání: 2011
Druh dokumentu: 學位論文 ; thesis
Popis: 99
The purpose of this study is to explore the feasibility of the kindergarten marketing strategies. First, understand the feasibility of the kindergarten marketing strategies; second, analyze the current use of the kindergarten marketing strategies; and lastly, analyze the marketing strategies and frequency of use deemed feasible by the kindergarten directors with different background variables. In addition to the literature reviews and analysis of the kindergarten strategy related studies, the study has adopted the questionnaire survey and interview survey research methods. The questionnaire and interview data is comprised of public owned and private owned kindergartens in thirteen cities and townships, including: Taoyuan City, Bade City, Chungli City, Pingjhen City, Gueisan Township, Luchu Township, Dayuan Township, Fusing Township, Longtan Township, Guanyin Township, Hsinwu Township, Daxi Township, and Yangmei Township. Through stratified random sampling, a total of 357 questionnaires were distributed and a total of 270 valid questionnaires were recovered, thus the response rate of 75.6%. The tool used is the self-compiled “feasibility of the kindergarten marketing strategies questionnaire.” After the questionnaires were collected, descriptive statistics, sorting, t-test, ANOVA, Scheffé post hoc comparison, and other descriptive methods were adopted for the data analysis. As for the interview survey, seven kindergarten directors were interviewed, and the data obtained were summarized and analyzed. The five conclusions drawn based on the study results are as follows: 1. In terms of the feasibility and frequency of use of the overall kindergarten marketing strategies by the kindergarten directors, “the interactive marketing” dimension had the highest feasibility and frequency of use. 2. In terms of the feasibility and frequency of use of the all-level kindergarten marketing strategy by the kindergarten directors, the “upper” level or higher was achieved. 3. The feasibility of the kindergarten marketing by the kindergarten directors with different background variables: (1) The “kindergarten promotional strategies” and the “kindergartens’ strengthened parent service strategies” dimensions are deemed to have the highest feasibility according to the kindergarten directors who are in the “5 years to less than 10 years of working experience” bracket. (2) The “kindergarten promotional strategies,” the “kindergartens’ strengthened parent service strategies,” and the “kindergartens’ strategies in response to the market changes” dimensions are deemed to have the highest feasibility according to the “private owned kindergarten” directors. (3) The “kindergartens’ strengthened parent service strategies” dimension is deemed to have the highest feasibility according to the kindergarten directors who are in the “more than 11 classes” bracket. 4. The frequency of use of the kindergarten marketing for the kindergarten directors with different background variables (1) In terms of the “kindergarten marketing strategies for the teachers and workers” and the “kindergarten marketing strategies for the parents” dimensions, the kindergarten directors in the “41~50” age bracket had higher frequency of use. (2) In terms of the “kindergarten marketing strategies for the teachers and workers,” the “kindergartens’ strengthened parent service strategies,” and the “kindergartens’ strategies in response to the market changes” dimensions, the kindergarten directors in the “5 to less than 10 years of marketing strategies for the parents” and the kindergarten directors in the “5 years to less than 10 years of working experience” bracket had higher frequency of use. (3) In terms of the “kindergartens’ marketing strategies for the parents” dimension, the public-owned kindergarten directors had higher frequency of use. In terms of the “kindergarten’s promotional strategies,” “the kindergartens’ strategies for handling parent complaints,” and the “kindergartens’ strategies in response to the market changes” dimensions, private-owned kindergarten directors had higher frequency of use. (4) In terms of the kindergarten promotional strategies and the “kindergartens’ strategies for handling parent complaints,” the kindergarten directors in the “more than 11 classes” bracket had higher frequency of use. 5. In terms of the disparity in the feasibility and frequency of use of the kindergarten directors’ overall and respective strategic dimensions of kindergarten promotion, the feasibility was higher than the frequency of use. The recommendations proposed based on the research results are as follows: 1. Recommendations for the education authorities (1) To offer kindergarten marketing related courses or study. (2) To set up kindergarten marketing information networks and platforms. 2. Recommendations for the kindergartens (1) To give emphasis to interactive marketing to enhance the reputation of the kindergarten. (2) To encourage staff training while establishing a sound system. (3) To set up kindergarten network platforms or distribute related publications. (4) To strengthen the parent services and establish a complete process for handling parent complaints. (5) To pay attention to current events, in response to market changes. 4. Recommendations for the kindergarten directors (1) Junior directors should actively participate in marketing-related courses or studies. (2) Kindergarten directors may engage in exchanges through different channels. (3) Kindergarten teachers are encouraged to hold various administrative positions.
Databáze: Networked Digital Library of Theses & Dissertations
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