感性行銷、品牌形象與家長續讀意願之研究—以私立幼兒園為例

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Title:	感性行銷、品牌形象與家長續讀意願之研究—以私立幼兒園為例 A Study of Emotional Marketing, Brand Image and Student Retention—Taking Private Preschool as an Example
Authors:	張容甄
Contributors:	兒童教育事業經營管理產業碩士學位學程
Keywords:	幼兒園感性行銷品牌形象家長續讀意願再購意願
Date:	2020
Issue Date:	2020-02-21 14:53:06 (UTC+8)
Abstract:	少子女化的社會現象影響了許多產業，也直接衝擊了高度自由化的幼教市場，私立幼教產業市場已經由生產者導向轉為顧客導向。感性行銷是現代企業發展的趨勢，也是傳遞價值與創造顧客滿意的關鍵因素。新世代的教育機構有必要汲取行銷和品牌觀念以提升競爭力，而企業能否永續經營取決於消費者的支持，幼兒園若能掌握家長續讀的意向，則能穩定學生人數，有助於學校永續經營成長，因此，本研究目的即在探究感性行銷、品牌形象與家長續讀意願之關係。本研究以正在就讀私立幼兒園之家長為對象，進行問卷調查與資料分析，發放550份問卷，有效問卷回收數量為479份，進行分析與假設驗證。經研究結果發現：1、感性行銷與家長續讀意願呈現正向關係。2、品牌形象對感性行銷與家長續讀意願具有中介效果。並進一步提出對於私立幼兒園經營實務與後續研究之建議。 The social phenomenon of having fewer children has affected many industries and directly impacted the highly liberalized preschool education market, which has shifted from producer-oriented to customer-oriented. Emotional marketing is the trend of modern enterprise development, but also the key factor of delivering value and cre-ating customer satisfaction. The new generation of educational institutions need to learn marketing and brand concepts to enhance competitiveness. The sustainable operation of enterprises depends on the support of consumers. If Preschool can grasp the intention of parents to student retention, they can stabilize the number of students and contribute to the sustainable operation and growth of schools. The purpose of this study is to explore the relationship between emotional marketing, brand image and student retention. In this study, the parents who were studying in private preschool were the subjects. After questionnaire survey and data analysis, 550 questionnaires were distributed and 479 valid questionnaires were collected to test hypothesis. The results show that: 1. Emotional marketing has a positive relationship with student retention. 2. Brand image has an intermediary effect on emotional marketing and student retention. Furthermore, some Suggestions on the operation practice and follow-up study of private preschool are put forward.
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