頁籤選單縮合
題 名 | 幼教機構的行銷策略初探=A Preliminary Exploration to the Marketing Strategies of Preschool Institutions |
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作 者 | 黃義良; | 書刊名 | 幼兒教育年刊 |
卷 期 | 17 民94.12 |
頁 次 | 頁35-55 |
分類號 | 523.2 |
關鍵詞 | 幼教機構; 行銷; |
語 文 | 中文(Chinese) |
中文摘要 | 目前國内針對幼教機構行銷的相關研究鮮少,欠缺園所實務面的探討。本研究目的旨在瞭解幼教機構運用行銷的概念,探討幼教機構的行銷策略内容以及分析其内部、外部與互動行銷的具體作法。 本研究嘗試以服務行銷的三向度為基礎,探討運用於幼教機構的可行性,採用半結構訪談方式深入訪談十位不同背景的園所經營者與園所長,以分析行銷策略中有關目標市場選擇與定位等核心元素之内涵,並深入探究幼教園所在外部行銷、内部行銷與互動行銷的實際運作情形,以期研究成果能對日益競爭的幼教機構經營提供參考及助益。 |
英文摘要 | The purpose of this study is to: first, explore the theoretical bases of marketing applied at preschool institutions; second, analyze the contents of marketing strategies at preschool institutions; third understand the practices of internal marketing, external marketing and interactive marketing adopted at preschool institutions. Based on the theories of service marketing, the study tries to explore the feasibility of those theories when they are applied at preschool institutions. 10 kindergarten directors with different background were interviewed with a semi-construction interview to analyze the selection of target market and position in marketing strategies, and explore the practices of external marketing, internal marketing and interactive marketing at preschool institutions. |
本系統中英文摘要資訊取自各篇刊載內容。