探討策略聯盟與行銷關鍵成功因素－－以幼教業為例

Study of the Key Success Factors for the Strategic Alliance and Marketing: The care of Early Childhood Education Industry as Example

由於少子化，臺灣許多幼稚園所都陷入勉強維持之困境，更有為數不少的園所相繼關門歇業或不得已轉進大陸發展。由於過去幼兒教育事業的經營管理者，大都站在一般教育機構的角度，著重在教學品質的提昇，以非營利組織的概念來面對管理過程，經營及管理幾乎被刻意忽視或者被認為商業氣息過重，故而捨棄以企業管理的經營方式來經營幼稚園所。本研究以臺灣幼教業為研究對象，探討策略聯盟與行銷上關鍵的成功因素，透過問卷資料與統計分析，發現幼教業的經營應由良好的「園所環境」開始、強調「行銷推廣」、建立良好的園所「整體形象」並不斷的「創新發展」，因應未來艱困的經營環境則可採取「策略聯盟」方式永續經營。

As birthrate has kept dropping in Taiwan, many kindergartens have faced difficulty or even closed down. In the past, operators of early childhood education business had been focusing on improvement of education quality improvement, adopting non-profit organization concept in running a kindergarten.In this study, we will explore the critical success factors of strategic alliance and marketing in early childhood education through questionnaire survey. We find that preschool education industry should star from building good kindergarten environments, emphasize marketing promotion, and keep innovative development.We also suggest strategic alliance for kindergartens in the face difficulty in overall industry environment