| 摘要: | 本研究旨在探討家長對孩子所就讀的幼兒園品牌認知與感受之情形。本研究採用問卷調查法，研究工具為「幼兒園品牌領導之研究調查問卷」蒐集資料。研究對象為私立幼兒園143位家長填寫問卷；所得問卷以描述性統計分析、t考驗、單因子變異數分析、相關分析等統計方法進行資料分析。研究結果如下：
一、 家長對幼兒園品牌經營的認知與感受
家長對孩子所就讀的幼兒園品牌經營在整體構面及品質覺知度、品牌知名度、品牌忠誠度、及品牌聯想度四個層面均在中上程度。
二、 不同職業家長對幼兒園品牌經營在品牌知名度和品牌聯想
度層面和整體上有顯著差異，工、商、服務業家長感受程度高於軍公教職業家長。
三、不同家庭所得家長對幼兒園品牌領導在品質覺知度層面、與整體上有顯著差異，不同家庭所得家長對幼兒園品牌覺知度及品牌經營，年收入最低和最高之家長高於年收入中等者。
四、不同性別、年齡、學歷、及孩子就讀不同年級家長對幼兒園品牌經營各層面認知與感受無差異。
五、幼兒園品牌經營整體上與各層面之關聯程度，包含品質覺知度、品牌知名度、品牌忠誠度、及品牌聯想度四個層面均呈現正相關。
The Research Of Kindergarten's Branding Strategy –
Taking a Cultural and Educational Institution as an Example
The purpose of this study is to find parents' perceptions and feelings about the kindergarten brands that their children attended. This research uses a questionnaire survey method, and the research tool collects data for a "research questionnaire for kindergarten brand leaders". The research object was a questionnaire filled by 143 parents of private kindergartens; the obtained questionnaires were analyzed by statistical methods such as descriptive statistical analysis, t-test, Analysis of Variance, and correlation analysis. The findings are as follows:
I. Parents' perceptions and feelings about brand management in kindergartens:
The kindergarten brand management that parents study for their children is in the middle and upper levels in four aspects: overall structure, quality awareness, brand awareness, brand loyalty, and brand association.
2. There is a significant difference in brand awareness and association between the parents of different occupations in the kindergarten. The parents of workers in the industry, commerce, and service industries have a higher level of perception than the parents of government employees.
3. Parents from different families have significant differences in quality awareness of kindergarten brand leaders from the overall level. Medium,
4. Parents of different genders, ages, degrees, and children of different grades have no difference in perceptions and feelings at all levels of kindergarten brand management.
5. The degree of relevance of kindergarten brand management to all levels, including quality awareness, brand awareness, brand loyalty, and brand association are all positively correlated. |
