The Empirical of Comparison between Strategic Marketing and Operational Using by Education Service Industries

• Main Authors: Jessica Lai, 賴桂蘭
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/2ar3x6

碩士 === 靜宜大學 === 企業管理研究所 === 93 === Abstract Strategic marketing has developed for many years in the academic world. It also widely accepted by the real world. But it has less examples and application in the education industry. This study has chosen children education schools and private learning centers as this study research targets with the application of strategic marketing. Hopefully this study can get some of the normative marketing the real world. Through out the research qualitative case method and quantitative questionnaire method is applied. Rasearch targets are children education schools and private into three categories: “environment factor”, “industry competition”, “business operating focus”. Questionnairq design is based on these 3 main factors. This study have sent out 1150questuinnaires respectively to kindergartens, pre-schools, children caring schools and private learning centers. 208 questionnaires are answered and gathed. This study uses statistics software SPSS for windows10.0for date processing and analysis. Based on the research results, this study have found out that in the education industry, strategic marketing are positively acknowledged by the industry in general. But when it comes to real application of the theory, some people have doubts of the application of the theories. It is mainly because of that the theories of the strategc marketing is too broad, and with rapid changing at the same time. So that the users who want to apply the theories have to revise their strategies, which are based on the strategic marketing theory, and adjust to the competieive environment. By collectinf the questionnaires, we also find out that for the schools established no more than 5years, there is more chance they apply the theories. And the theories also offers highly operatiog efficiency as feedback to the applicants. This is an essential fact of a successfully application of the theory.Key words:Strategic marketing, strategy, children education, private learning centers.