幼童軍行銷策略之研究

Abstract

童軍運動在1907年於英國創立，目標致力於青少年的發展。它有個更深遠的意義，那就是透過青少年的教育來改善社會。而目前中國童子軍困境為：童軍人數銳減、童軍教育遭受漠視、社會的迅速變遷。因此各童軍領袖認為童軍運動應當加入「行銷」的元素。並認為當今的童軍運動應當朝社區化發展，因此行銷觀念因應而生。 而行銷就是要找出需求，並且來滿足這些需求。因此，本研究係以焦點團體訪談為主，對象為北縣白雲國小及北新國小幼童軍團服務員和家長，將訪談結果，透過質性資料分析步驟歸納研究資料。 根據研究結果，獲致以下結論： 市場區隔中，以3-4年級的男生為招收對象。而目標市場則為，家長必須是有意願成為服務員的小朋友，才是招收對象。在市場定位方面，是成為家長與孩子可以共同學習、服務、表現的平台。在擬定行銷溝通組合上，在產品方面，孩子成為快樂的幼童軍，家長則成為熱心的服務員。在價格方面，入團費用低廉，但參與的機會成本並不低，家長與小孩都必須投入相當的心力與時間。在推廣部分，訊息傳遞要能暢通，提供即時的活動訊息，而活動成果也張貼各式媒體上，以期達到最佳推廣的效果。而通路更是要考慮到便利性，透過團集會結束後，進行檢討，並分配下次主責項目。以最短的時間，有效了解接受服務者的感受與想法，讓活動更貼近幼童軍及家長的需求。

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.