Discussion of Kindergarten Marketing Strategies and School Selection Factors Considered by Parents – Using Changhua Area as an Example

• Main Authors: Chang Wan-Ching, 張琬菁
• Other Authors: 謝美慧
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/50925845459827865839

碩士 === 國立嘉義大學 === 幼兒教育學系研究所 === 97 === Abstract This study aimed to probe into the measure adopted by kindergarten and nursery managers to develop marketing strategy, and discuss the related factors on the strategy. Secondly, it explored the parents’ current selection of kindergartens and nurseries and the related factors. The research method was questionnaire survey, and the subjects were the directors and teachers (352 people) of kindergartens and nurseries in Changhua County and 736 parents. The questionnaire was designed according to the research purposes and literature review, and modified upon the examination and suggestion of the experts and scholars. This study distributed the questionnaires and conducted the statistical analysis on the valid samples. The research findings are below: 1) With regard to marketing strategy in kindergartens and nurseries, “personnel strategy” (particularly the teachers’ profession, parent-teacher communication and services) is valued the most. 2) The attributes, scales and locations of kindergartens and nurseries would influence the promotion of the marketing strategy. (1) Private kindergartens and nurseries value price strategy whereas public ones value the promotion and product strategies. (2) Comparing with few classes, more classes would influence promotion and product strategies. (3) Difference between towns and cities is more influential on marketing strategy. 3) With regard to the parents’ selection of kindergartens and nurseries, “the curriculum” (particularly the teachers, teaching experience, the courses which match the children’s living experiences and interests) is the most significant. 4) Because of “educational level” and “occupation”, the parents will have different consideration and selection of kindergartens and nurseries. 5) Because of “domestic monthly income” and “location of kindergartens and nurseries”, the parents have different consideration and selection. 6) As to marketing strategy kindergartens and nurseries, “personnel strategy” is the most significant. Among the parents’ selection factors, “the curriculum” is the most significant one. The personnel’s quality and teachers’ profession are both valued. 7) Different attributes, scales and locations will influence the planning of marketing strategy in kindergartens and nurseries and the parents’ selection factors. Finally, the research findings can serve as the reference to future studies.