| Summary: | 碩士 === 朝陽科技大學 === 幼兒保育系 === 103 === This study aimed to explore the history and effectiveness of the implementation of branding strategy for preschool management, and reflection the facing dilemma and solution. The study analyzes the current situation in branding strategy for preschool management, and explore how the implementation of branding strategy for preschool management under different background variables.
In this study, semi-structured interviews collected in interviews with the self-edited outline, for three public and private preschools with different backgrounds and attributes in the central region, a total of 15 respondents, including preschool operators, principal, director, and parents. Those data were collected by Interviews and questionnaires, via induction and the use of qualitative research analysis method, and present the results and recommendations.
The study found that four conclusions as：
1. The execution of branding strategy for preschool management included to promote the branding management practices and the innovation of resources application both.
2. The specific implementation contents of branding management for preschool include an emphasis on the uniqueness and quality of organizational culture, strengthening external marketing.
3. The preschool use of branding management strategy can promote financial revenue, the number of students grow, evaluation rankings and preschool service pluralistic development performance.
4. The faced dilemma by implementation of branding management strategy in the preschool, can be overcome by explaining and communication, learning and grow, trust and unity between the principal, teachers, parents mainly.
The results of this study can be used as the reference of branding strategies for preschool management.
Keywords: preschool, qualitative research, branding management strategy
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