幼稚園服務行銷之個案研究

A Case Study on the Kindergarten Service-marketing

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。

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