| Summary: | 碩士 === 中臺科技大學 === 文教事業經營研究所 === 100 === The purpose of this study was to explore the marketing strategies for kindergartens in Taichung City. The “Questionnaire on the Marketing Strategies for Kindergartens in Taichung City” was developed as an instrument. A total of 500 copies of questionnaire were distributed to the teachers in kindergartens in Taichung City and 410 participants returned the forms with return rate 82%. Descriptive statistics, paired-samples t test, independent-samples t test, and one-way analysis of variance (ANOVA) were used to analyze the data. Based on the data analysis, the results are listed as follows:
1. The participants in the study consider the marketing strategies very important, the most important is the personnel strategy, followed by channel strategy, product strategy, promotion strategy, and then pricing strategy.
2. Among the operational practices, personnel strategies are used most widely by kindergartens, followed by product strategies, channel strategies, promotion strategies, and then pricing strategies.
3. The biggest difference between the marketing strategies and operational practices is found in the low mobility of teachers in kindergartens.
4. Significant differences are also found between the importance of marketing strategies and operational practices by teachers’ different background.
Finally, suggestions are made for kindergartens, child care providers, educational administration organizations, and further studies to improve their marketing strategies.
|
|---|
