| Summary: | 碩士 === 中臺科技大學 === 文教事業經營研究所 === 99 === The purpose of the study was to explore the present situation, difficulties and coping strategies for the characteristic management by kindergarten in rural area under the trend of declining birthrate. The case focused on a private kindergarten in rural area with outstanding achievement by characteristic management. Through interviews with kindergarten manager, teachers and parents, and documentary analyses, conclusions were drawn as follows:
1. The major ideas of characteristic management of the selected kindergarten include: the kindergarten designed for children, children as the subjects of teaching, encouraging children’s diverse artistic creation, and the full development through games and plays.
2. The performance of characteristic management of the selected kindergarten is showed in 5 dimensions: the characteristics of the campus environment, the characteristics of professional development, the characteristics of curriculum and instruction, the characteristics of learning activities, and the characteristics of parent involvement.
3. The difficulties of characteristic management of the selected kindergarten include: unaccepted ideas, shortage of HR, lack of funds, uneasy marketing ideals, and fewer kindergarteners under the trend of declining birthrate.
4. The strategies for management include: attracting kindergarteners outside the school district, full uses of HR, team teaching, funds used as a top priority given to instruction, words of mouth marketing, the Internet marketing, and expanding niche of management.
5. The effectiveness of characteristic management of the selected kindergarten include: good performance of kindergarteners, recognition by the kindergarteners’ parents, steady growth in number of kindergarteners, good performance in professional development and teamwork, and good school performance recognized by the educational authorities.
Finally, some suggestions for kindergarten managers, kindergarteners’ parents, the implementation of government policy and future studies were made in the study.
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