| Summary: | 碩士 === 國立屏東大學 === 教育行政研究所 === 103 === As facing the trend of birthrate decline in the society, parents pay more attention to the first learning environment of children. The preschools utilize the concept of marketing strategy on sustainable development will become the future direction of thinking. Therefore, this study used the database of “National Digital Library Theses and Dissertations in Taiwan” as the source of paper collection. Focused on the 2000 - 2014 theses and dissertations, the current situation and tendency of school marketing topics in the 2000-2014 theses and dissertations were investigated via the qualitative and quantitative analysis, as well as the descriptive statistics and content analysis. It is expected to provide the concrete recommendations on preschool operations and managements. The study results are listed as follows:
1.The research topics in 2000-2014 theses and dissertations of Taiwan are mostly focused on the "marketing strategy categories”, followed by "identity effectiveness"; and subsequently, the "customer satisfaction", " operation and management powers", and "extrinsic perception".
2.The combinations of school marketing strategy in 2000-2014 theses and dissertations of Taiwan still used by the researchers mostly on the aspects of marketing 5P, the product strategy, channel strategy, promotion strategy, price strategy and person strategy .
3.The 2000-2014 theses and dissertations of Taiwan showed a stable tendency of publication quantities that were mainly the master theses. The numerical distribution of School (College) areas are mostly centralized in the northern. And, the Department (Institute) categories are mainly the education-related Department (Institute) categories.
4.The 2000-2014 theses and dissertations of Taiwan are mostly centralized on The educational personnel, parents, and teachers. The researches of school systems are mostly studied on those elementary schools and all showed a stable development tendency.
5.The implications and recommendations of preschool operations and managements:
(1)Positive leaderships of preschool principals, cohesive member consensuses, and construction of internal harmony.
(2)Development of featured courses, establishment of brand values, increases of parent choices.
(3)Emphasis on the interactions between parents and teachers, acceleration of issue treatments, increases of customer satisfactions.
(4)Striving for social resources, provisions of multivariate premiums, Promotion of schooling willingness.
(5)Creation of safe school, Maintenance of community relationships, enhancement of brand image.
(6)Construction of network marketing, combination of local culture, as well as the management and operation of sustainable campus.
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