A study on the teachers’ perception of the importance of marketing strategies, and the extent of the application of marketing strategies in Taipei City Municipal kindergartens.

• Main Authors: Shi-yi Chen, 陳詩宜
• Other Authors: Fu-tsai Hung
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/62640984169050709136

碩士 === 國立臺北教育大學 === 幼兒教育學系碩士班 === 95 === The purpose of this research was to discuss the teachers’ perception of the importance of marketing strategies and the extent of the application of marketing strategies in the kindergarten environment. To reach the purpose, a questionnaire survey was used. There were 435 teachers including all kindergarten directors and teachers from every class in 133 Municipal kindergartens in Taipei City in the 2nd semester of the 2005 school year. The questionnaires were statistically analyzed by descriptive statistics, t-test, one-way ANOVA, and product-moment correction. According to the material analysis, the major findings were as follows: 1. The perception of the importance in marketing strategies for the teachers: (1) the perception of the importance of marketing strategies for the teachers in order is "the people strategy", "the product strategy", "the price strategy", "the place strategy", and "the promotion strategy"; (2) most important in the "product strategy" for teacher is "pays great attention to the ability of live takes care by children themselves, and establishes the life convention"; (3) most important in the "place strategy" for teacher is "the preschool peripheral environment security"; "opening the location or the equipment after school time, and using by the community publics " is regarded as not approve of comparatively; (4) most important in the "price strategy" for teacher is "each item of fee is used depend on the stipulation"; (5) most important in the "promotion strategy" for teacher is " visiting the parents to involve them in their children’s education, holding receptions and communicating to the parents, and promoting the parents understanding of the of kindergarten’s services, value and functions"; (6) most important in the "people strategy" for teacher is "the teacher teaching is sincere"; (7) teachers with different years of work, disparity in age, and different classes have different perceptions of the importance of marketing strategies; 2. The application on marketing strategies in the kindergarten environment: (1) the degree in application of marketing strategies at kindergarten in order is "the price strategy", "the product strategy", "the people strategy", "the place strategy", and "the promotion strategy"; (2) the application on "product strategy" in kindergarten is "the communicable way by the establishment of communication booklets, the communication channels using telephones, and enhancing the communication between teacher and parents"; (3) the application of "place strategy" in kindergarten is "building thorough systems for students attending and leaving, and safeguards the child safety "; (4) the application of "price strategy" in kindergarten is "each item of fee is used depend on the stipulation"; (5) the application of "promoting strategy" in kindergarten is "involving the parents in their children’s education, communicating to the parents, and promoting the parents understanding of the kindergarten’s value and services"; (6) the application of "people strategy" in kindergarten is "the teacher teaching is sincere"; (7) teachers with different lengths of service, and disparity in age have different perceptions of the operation in marketing strategies; 3. The correlation between the teachers’ cognition in perception of the importance of marketing strategies and the application of marketing strategies at kindergarten (1)the teachers’ perception of the importance of marketing strategies and the actual application of marketing strategies at kindergarten are different; (2) it is correlated between the marketing strategy cognition and the actual operation in teacher’s opinions; 4. The opinions of teachers about using marketing strategies in the kindergarten environment: (1) the main function of marketing is increasing student-enrolls; (2) the target of marketing is the guardian and the community populace; (3) the implementation of marketing work should be mobilized by all staff; (4) it is the obstruction that detail’s works, lacking of plans, and sufficient time; (5) the marketing activity which teachers most expect to push on is planning various curricula contents, and improving study quality. Based on these findings mentioned above, this researcher forwarded 19 proposals separately on kindergarten, the teachers at kindergarten, the educational supervisors, the organization of the teacher cultivation, and further studies.