A Study on Kindergarten Principals’ New Transformational Leadership and Marketing Strategies of Kindergarten

• Main Authors: Fang-Ling Chung, 鐘芳玲
• Other Authors: Jiun-De Tsao
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/70592226194559566868

碩士 === 朝陽科技大學 === 幼兒保育系碩士班 === 99 === The research investigates the realities of new transformational leadership of kindergarten principal and kindergarten marketing strategy and their relations, then made conclusion and suggestions based on the findings in order to raise kindergarten supervisors’ and staff’s awareness on the importance of new transformational leadership and kindergarten marketing strategies as well as to provide related information in order to improve the quality of early childhood education. The research employs document analysis to first compile related literature according to diverse culture aspects, which will serve as the basis of this research. After a framework is drafted, the questionnaire “new transformational leadership of kindergarten principal and kindergarten marketing strategy” is made as tool for the research. The interviewees in the research include 511 principals and 1004 teachers from public and private kindergartens in Taiwan. The data from the survey is analyzed through descriptive statistics, reliability analysis, t test, analysis of variance, Pearson’s correlation & linear regression to come up with the following conclusions: 1. On the recognition of the importance of the principals’ new transformational leadership, the staffs realized the importance of the new transformational leadership of their principals most positively when this group of leaders hold the title of principal or full time executives, aged between 40-49 or 50 and above, with seniority of between 20 to 29 years or 30 years and above, who are running private kindergartens with 4 to 6 classes or 7 to 9 classes. 2. On the principal’s implementation of new transformational leadership, the staffs realized their principals best achieved new transformational leadership when this group of leaders hold the title of principal or full time executives, aged 50 and above, with seniority of 30 years and above, who are running private kindergartens with 4 to 6 classes or 7 to 9 classes. 3. On the realization of the importance of kindergarten marketing strategies, the staffs best realized the importance of kindergarten marketing strategies are male with graduate school education (including equivalent courses), aged 20 to 29 or 30 and above, with seniority of 30 years and above. 4. On the implementation of kindergarten marketing strategies, the staffs best implement kindergarten marketing strategies are male with seniority of 20 to 29 years, who are in a school with 4 to 6 classes or 7 to 9 classes. 5. Whether in new transformational leadership of kindergarten principal or kindergarten marketing strategy, substantial differences can be seen in all levels between the recognition of their importance and the actual implementation, which shows the significant difference between knowing and doing. 6. The realization of the importance and implementation of new transformational leadership of kindergarten principal or kindergarten marketing strategy shows show a significant difference in all levels, which indicates a significant gap between the recognition and the implementation of a single concept by staffs. 7. In some levels, the importance recognition and the implementation of the new transformational leadership of kindergarten principal or kindergarten marketing strategy are obliviously related and are in many cases in medium positive relation. 8. The combination of new transformational leadership of kindergarten principal and kindergarten marketing strategy has its important impacts in all levels no matter in terms of importance recognition and implementation. In which, the diverse culture aspect of a new transformational leadership can best predict the different aspects of marketing strategies. While the new transformational leadership can best explain the product, personnel and distribution strategies in a kindergarten marketing strategy. This shows that the recognition and actions by new transformational leadership can provide the best room for development of the product, personnel and distribution strategies in a kindergarten marketing strategy. Diverse culture will be an important characteristic for new transformational leadership in principals and an important factor affecting the content of kindergarten marketing. Based on the research process and result, we provide the following advises; 1. Include the concept of diverse culture into the education mindset 2. Keep on self-education to promote the implementation of new transformational leadership into real leadership and teaching scenarios. 3. Expand knowledge to enhance the understanding of marketing theories and their meaning to avoid prejudice 4. Use new transformational leadership to promote kindergarten marketing 5. Senior teachers and junior ones should maintain good interactions 6. Different kindergartens across region, stage and field should learn from each other in order to achieve sustainable operation Recommendations for future research include: 1. Increase qualitative studies and supplement with quantitative interpretive data. 2. Investigate detailed differences among subjects. 3. Examine the subsequent influence of administrative domain and changes in rank on the educational industry. 4. Introduce a third variable into the recent research sample to examine the impact of new transformational leadership and marketing strategies. 5. Continue to improve the measurement scale.