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篇名 |
幼稚園服務行銷之個案研究
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並列篇名 | A Case Study on the Kindergarten Service-marketing |
作者 | 黃義良 |
中文摘要 | 本研究旨在從服務行銷的角度,分析個案幼稚園運用的行銷組合、發展的具體活動以及行銷遭遇之困境。本研究採個案研究法,以臺南縣的一所幼稚園為對象,進行晤談與資料文件的歸納。研究主要發現:一、服務行銷的觀念經調整後可適用於幼教機構。二、個案機構雖然行銷推展未臻完善縝密,但初具服務行銷三向度的雛型,並加入一些科技設備與資訊運用的元素,藉以促進行銷的效果。三、個案幼稚園的服務行銷,嘗試以?部行銷為基礎,促發良好的親師生互動行銷,進而強化以家長為主的外部行銷。 |
英文摘要 | The purpose of this study was to analyze the kindergarten's marketing-mix strategy, the specific activity development and the encountered marketing difficulties from the view of service-marketing.This is a case study, taking kindergarten in Taiwan county as object to proceed observation, interview, and documentation.The results as following were drawn:1. The marketing service three-dimensions can be applicable to preschools with some adjustments.2. The kindergarten service marketing should take substantial internal marketing as the foundation to bring out the excellent parent-teacher interactive marketing and to intensify the external marketing by parents' advertisement.3. The marketing predicaments encountered by kindergarten were:A. the lack of internal marketing conceptB. the limitation of operation costC. too heavy working load of preschool teachersD. the abnormal competition from other kindergartens |
起訖頁 | 001-032 |
關鍵詞 | 行銷、服務行銷、幼稚園、Marketing、Service-marketing、Kindergarten |
刊名 | 彰化師大教育學報 |
期數 | 200612 (10期) |
出版單位 | 國立彰化師範大學教育研究所 |
該期刊 下一篇
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