新北市私立幼兒園行銷策略之研究
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2023
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本研究旨在探討新北市不同背景變項私立幼兒園教保服務人員，在學校行銷策略的重要性認知及實際運作之現況及差異情形。然而，新北市私立幼兒園數量甚多、分佈甚廣，因此本研究將焦點設定111學年度任職於新北市私立幼兒園-以板橋區、新莊區、中和區、三重區、永和區之教保服務人員為研究對象。採用問卷調查法，以「新北市私立幼兒園行銷策略調查問卷」作為研究工具。共寄發正式問卷550份，回收有效樣本441份。問卷調查所得資料運用SPSS版本23進行資料分析，除使用描述性統計外，亦利用獨立樣本t檢定及單因子變異數分析等統計方法，驗證研究問題，並採IPA探討幼兒園行銷策略重要性與實際運作情形的關係，提出結論與建議。本研究歸納出以下結論：
一、新北市私立幼兒園教保服務人員對行銷策略各層面重要程度知覺由高到低，依序為「人員策略」、「產品策略」、「通路策略」、「價格策略」、「推廣策略」； 對行銷策略各層面運作情形知覺由高到低，依序為「人員策略」、「產品策略」、「價格策略」、「推廣策略」、「通路策略」。
二、不同背景變項教保服務人員在「擔任職務」及「園所類型」的重要性認知上具顯著差異。
三、不同背景變項教保服務人員在「園所類型」、「園所規模」及「園所區域」的實際運作上具顯著差異。
四、新北市私立幼兒園教保服務人員對行銷策略重要性認知與運作情形知覺在「行銷策略整體略」、「產品策略略」、「推廣策略略」、「通路策略」及「人員策略」顯著性都小於.001，均達顯著水準。
五、經IPA分析，多數幼兒園行銷策略重要性認知與運作情形表現落於「繼續保持區」，例如：「1.幼兒園形象及口碑良好，獲得社區大眾及家長肯定。」、「3.幼兒園課程規劃兼顧教育理念與家長的需求。」、「4.幼兒園提供多元的教學內容及課程設計活潑有創意。」…等行銷策略是教保服務人員覺得重要且在幼兒園運作情形佳，應繼續保持；而IPA分析發現有2個題項落於「優先改善區」針對優先改善區行銷策略，提出調整及改善建議，以發揮並提升學校行銷最佳成效。
The purpose of this study is to explore the awareness and differences in the importance and actual implementation of marketing strategies among private kindergarten education and care service personnel with different background variables in New Taipei City. However, there are many private kindergartens in New Taipei City, so this study focuses on education and care service personnel working in private kindergartens in Banqiao District, Xinzhuang District, Zhonghe District, Sanchong District, and Yonghe District in the 111 academic year. A questionnaire survey was used, with the"New Taipei City Private Kindergarten Marketing Strategy Survey Questionnaire" as the research tool. A total of 550 formal questionnaires were sent out, and 441 valid samples were collected. The data obtained from the questionnaire survey were analyzed using SPSS software, including descriptive statistics, independent sample t-tests, and one-way ANOVA, to verify the research questions. The study also used IPA to explore the relationship between the iMportance and actual implementation of kindergarten marketing strategies and provided conclusions and recommendations.This study concludes the following：1.Private kindergarten educators in New Taipei City perceive the importance of marketing strategies in the following order from high to low:"personnel strategy", "product strategy", "distribution strategy", "price strategy", and "promotion strategy". They perceive the operation of marketing strategies in the following order from high to low: "personnel strategy", "product strategy", "price strategy", "promotion strategy", and "distribution strategy". 2.There are significant differences in the perceived importance of "job responsibilities" and "type of institution" among education and childcare service personnel with different backgrounds. 3.There are significant differences in the actual operation of "type of institution," "institution size," and "institutional region" among education and childcare service personnel with different backgrounds. 4.The perceived importance and operational perception of marketing strategies among education and childcare service personnel in private kindergartens in New Taipei City are all significant at a level less than .001 for "overall marketing strategy," "product strategy," "promotion strategy," "channel strategy," and "personnel strategy." 5.According to IPA analysis, the majority of kindergarten marketing strategies are perceived and executed at a level classified as "maintaining status quo." For example, "1. The kindergarten has a good reputation and is recognized by the community and parents." "3. The kindergarten's curriculum planning takes into account both educational philosophy and the needs of parents." "4. The kindergarten offers diverse teaching materials and creatively designed courses." These marketing strategies are considered important by the educational staff and are performing well in the operation of the kindergarten, so they should be maintained. However, the IPA analysis identified two items falling under the "priority improvement zone." Recommendations for adjustments and improvements are proposed for these areas in order to maximize and enhance the school's marketing effectiveness.
The purpose of this study is to explore the awareness and differences in the importance and actual implementation of marketing strategies among private kindergarten education and care service personnel with different background variables in New Taipei City. However, there are many private kindergartens in New Taipei City, so this study focuses on education and care service personnel working in private kindergartens in Banqiao District, Xinzhuang District, Zhonghe District, Sanchong District, and Yonghe District in the 111 academic year. A questionnaire survey was used, with the"New Taipei City Private Kindergarten Marketing Strategy Survey Questionnaire" as the research tool. A total of 550 formal questionnaires were sent out, and 441 valid samples were collected. The data obtained from the questionnaire survey were analyzed using SPSS software, including descriptive statistics, independent sample t-tests, and one-way ANOVA, to verify the research questions. The study also used IPA to explore the relationship between the iMportance and actual implementation of kindergarten marketing strategies and provided conclusions and recommendations.This study concludes the following：1.Private kindergarten educators in New Taipei City perceive the importance of marketing strategies in the following order from high to low:"personnel strategy", "product strategy", "distribution strategy", "price strategy", and "promotion strategy". They perceive the operation of marketing strategies in the following order from high to low: "personnel strategy", "product strategy", "price strategy", "promotion strategy", and "distribution strategy". 2.There are significant differences in the perceived importance of "job responsibilities" and "type of institution" among education and childcare service personnel with different backgrounds. 3.There are significant differences in the actual operation of "type of institution," "institution size," and "institutional region" among education and childcare service personnel with different backgrounds. 4.The perceived importance and operational perception of marketing strategies among education and childcare service personnel in private kindergartens in New Taipei City are all significant at a level less than .001 for "overall marketing strategy," "product strategy," "promotion strategy," "channel strategy," and "personnel strategy." 5.According to IPA analysis, the majority of kindergarten marketing strategies are perceived and executed at a level classified as "maintaining status quo." For example, "1. The kindergarten has a good reputation and is recognized by the community and parents." "3. The kindergarten's curriculum planning takes into account both educational philosophy and the needs of parents." "4. The kindergarten offers diverse teaching materials and creatively designed courses." These marketing strategies are considered important by the educational staff and are performing well in the operation of the kindergarten, so they should be maintained. However, the IPA analysis identified two items falling under the "priority improvement zone." Recommendations for adjustments and improvements are proposed for these areas in order to maximize and enhance the school's marketing effectiveness.
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私立幼兒園, 行銷策略, 重要-表現程度分析, private kindergarten, marketing strategy, importance-performance analysis