Research for the Parents Preference of Kindergarten Marketing Strategy in New Taipei City

• Main Authors: Chang Chia Hsin, 張嘉芯
• Other Authors: Chen Yuan Chin
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/3vnwu2

碩士 === 開南大學 === 商學院碩士在職專班 === 103 === Research for the Parents Preference of Kindergarten Marketing Strategy in New Taipei City Abstract In this case is to understand the New Taipei City parents of the marketing mix of the prefer that? Use the 7P marketing mix to know the parents through the kindergarten after the marketing group policy, would affect the current situation original marketing mix of parents preference and satisfaction kindergarten and explore different background variables preferences among seven items of the marketing mix variables and differences in Kindergarten related. In this case the samples for New Taipei City parents of the Kindergartens, the sample quantity is 107, questionnaire from self as a research tool to describe the statistical information gathered, Analysis of variance(ANOVA), Pearson product-moment correlation coefficient (PPMCC) method after the Scheffe’s posterior comparisons and hierarchical regression analysis to the method of statistics. By statistical analysis of the questionnaire data, the conclusions of this case are: different background variables parents have the difference in the prefer marketing mix; marketing mix but some of the parents have to prefer and satisfaction related; some parents have related decisions and satisfaction; satisfaction all levels of the marketing mix and prefer have reached notable correlation; satisfaction for parents marketing mix and marketing mix related prefer are not notable. According to findings by 7P marketing mix to know the relationship between Parental preference marketing mix, as well as satisfaction, provide specific suggestions and for the reference. Keywords：kindergarten, marketing strategy, satisfaction