| Summary: | 碩士 === 國立臺灣師範大學 === 公民教育與活動領導學系在職進修碩士班 === 98 === Scout movement was occurred in England in 1907. It focused on facilitating teenagers’ physical and mental developments. As a result, scout movement makes it more meaningful that improve society through educating the youth. However, because the number of recent scout is decreasing, the scout education is ignored, and the society is changing, leaders of scout believe that it is necessary to put the elements of “marketing” into scout movement. Therefore, the concepts of marketing in scout are raised.
Marketing is to find out needs, and satisfy the needs. Hence, this study is focusing on focus groups and interviewing them. The researcher recruited cub scout staffs and parents in two elementary schools in Taipei county, Pai Yun Elementary School and Beisin Elementary School. The researcher interviewed these participants and analyzed the data using a systematic qualitative method.
The results of this study show that in market segmentation, third to fourth graders are mainly recruited in Cub Scout. Moreover, in target market, parents need to have willingness of being the staffs and then can be recruited. In managing marketing mix, as for product, children become Cub Scout with joyfulness, and parents become staffs with enthusiasm of scout. As for price, the membership fee is low, but it is not as low in opportunity cost of participation, because parents and children have to devote their energy and time into scout. As for promotion, information distributions must be free flowing, and the newest information must be provided. The results of the scout activities should also be displayed in various media so as to reach the most effective promotion. In addition, as for place, it should meet the need of convenience. After scout gathering, staffs should reflect and discuss the activities and distribute duties for the next gathering. Staffs should try their best to effectively understand feelings and thoughts of the parents and the Cub Scout, and make the activities satisfy their needs.
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