頁籤選單縮合
題名 | 幼稚園服務行銷之個案研究=A Case Study on the Kindergarten Service-marketing |
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作者 | 黃義良; | 書刊名 | 彰化師大教育學報 |
卷期 | 10 民95.12 |
頁次 | 頁1-32 |
分類號 | 523.27 |
關鍵詞 | 行銷; 服務行銷; 幼稚園; Marketing; Service-marketing; Kindergarten; |
語文 | 中文(Chinese) |
中文摘要 | 本研究旨在從服務行銷的角度,分析個案幼稚園運用的行銷組合、發展的具體活動以及行銷遭遇之困境。 本研究採個案研究法,以臺南縣的一所幼稚園為對象,進行晤談與資料文件的歸納。研究主要發現: 一、服務行銷的觀念經調整後可適用於幼教機構。 二、個案機構雖然行銷推展未臻完善縝密,但初具服務行銷三向度的雛型,並加入一些科技設備與資訊運用的元素,藉以促進行銷的效果。 三、個案幼稚園的服務行銷,嘗試以内部行銷為基礎,促發良好的親師生互動行銷,進而強化以家長為主的外部行銷。 |
英文摘要 | The purpose of this study was to analyze the kindergarten's marketing-mix strategy, the specific activity development and the encountered marketing difficulties from the view of service-marketing. This is a case study, taking kindergarten in Taiwan county as object to proceed observation, interview, and documentation. The results as following were drawn: 1. The marketing service three-dimensions can be applicable to preschools with some adjustments. 2. The kindergarten service marketing should take substantial internal marketing as the foundation to bring out the excellent parent-teacher interactive marketing and to intensify the external marketing by parents' advertisement. 3. The marketing predicaments encountered by kindergarten were: A. the lack of internal marketing concept B. the limitation of operation cost C. too heavy working load of preschool teachers D. the abnormal competition from other kindergartens |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。