| Summary: | 碩士 === 國立屏東教育大學 === 教育行政研究所 === 99 === The purpose of this study is to investigate the marketing strategies for kindergartens under the trend of low birth rates in Kaohsiung area. First, starting from knowing the marketing conditions of kindergartens in Kaohsiung area, second, analyzing the perception of marketing strategies for preschool teachers in different backgrounds, and then, analyzing the practical operation of marketing strategies of kindergartens in different backgrounds. At last, discussing the differences of the marketing strategies for the kindergartens in the past and for the kindergartens under the trend of low birth rates in Kaohsiung area.
This study was conducted with questionnaire survey, a study of the marketing strategies for kindergartens under the trend of low birth rates- a case study of Kaohsiung area, to the kindergarten directors, teachers and faculties of 420 public and private kindergartens in Kaohsiung area (including cities, villages, towns and remote areas), and 372 questionnaires were retrieved. The collected data were analyzed by frequency distribution, t test, one-way ANOVA analysis. If the statistics reached the level of significance, then Scheff’s multiple comparison and Tamhane’s T2 method were used for further comparison. And then, having the results from the data compared with opened-questions.
The results of this study shown as follows:
A. The current marketing conditions for kindergartens in Kaohsiung area are
1. The main target of marketing strategies is parents and the community populace; however, the children are next.
2. The main goal of the marketing strategies are “improving the identification and satisfaction of the kindergarten’s teaching quality for parents”, “increasing sources students of the kindergarten” and “promoting popularity and image of the kindergarten”.
3. The main difficulties for promoting marketing strategies are “lack of instructions from marketing professionals” and “busy with daily activities and lack of time to plan promote market strategies”.
B. In Kaohsiung area, preschool teachers with differences in years of employment, have no differences in perception of marketing strategies.
C. In Kaohsiung area, preschool teachers with different education and positions have remarkable differences in perception of marketing strategies.
D. In Kaohsiung area, preschool teachers in different school sizes, characteristics and locations have remarkable differences in perception of marketing strategies.
D. In Kaohsiung area, the actual operation of marketing strategies for kindergartens with more than 7 classes are higher than the kindergartens with 4 to 6 classes or under 3 classes.
E. In Kaohsiung area, the actual operation of marketing strategies in private kindergartens are higher than in public kindergartens.
F. In Kaohsiung area, the actual operation of marketing strategies in the kindergartens of villages and towns are higher than cities and remote areas.
G. In Kaohsiung area, under the trend of low birth rates, the promotion strategy and products strategy are much more different than the past. In promotion strategy, the ways of using internet and blog are the highest, and in products strategy is mainly focus on promoting teaching quality and curriculum characteristic.
|
|---|
