Study of The Brand Operation and Brand Marketingof Kindergarten Illustrated by the Case of Dong Sen YOYO Kindergarten

• Main Authors: Hai-Tao Yang, 楊海濤
• Other Authors: Chih-Peng Chu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/83594479210036738727

碩士 === 國立東華大學 === 高階經營管理碩士在職專班 === 97 === Kindergarten management limited to expense objects are the kids before school age, and because of the difference between towns and cities, the public ability of consumption, market size, management concept, capital, and due to the changing of population structure cause the trend of fewer children and creates the violent competition among the kindergartens and daycare centers . In addition to government preschool educational policy blow hot and cold, economic depression caused several hundred kindergartens and daycare centers garden entrepreneur from poor management to close down, including some kindergarten with characteristic. Eastern Broadcasting Company media group establishes “Dong Sen YOYO kindergarten” at the end of 2006 to join the preschool education to alliance market. The alliance garden namely reaches above 100 between one year, and this case in Taiwan preschool education market is a very special case. In order to understand that “Dong Sen YOYO kindergarten” the brand management and the marketing way, the researcher is through the material collection and the expert interview way the kindergarten the headquarters business manager and divide into north, center, and east parts, in this research analysis, we found out that: 1. Eastern Broadcasting Company media group from media to kindergarten is the action of innovation. 2. Parents are already familiar with Eastern Broadcasting Company brand through news, finance, shopping channels or publication and kids know about YOYO channel so that Eastern Broadcasting Company established YOYO Kindergarten, after that many entrepreneurs take closer look at the brand and there are many parents and kids would like to visit the campus because of the brand. And. 3.The headquarter marketing technique are different from before, they are not only through the media, the entertainer, the cartoon person, but also built the image to the parents through advisement occasionally so that parents would have the plan to visit YOYO Kindergarten.