建構私立托嬰中心行銷策略指標之研究

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Title:	建構私立托嬰中心行銷策略指標之研究 A Study on Constructing Indicators of Marketing Strategy for Private Infant Day Care Center
Authors:	蘇英傑
Contributors:	青少年兒童福利碩士學位學程
Keywords:	托嬰中心行銷策略指標 Infant day care center Marketing strategy Indicator
Date:	2020
Issue Date:	2020-08-20 13:25:58 (UTC+8)
Abstract:	本研究旨在建構私立托嬰中心行銷策略指標，經由相關文獻探討及與三位實務經營管理者的半結構式訪談內容，擬定本指標之初稿架構。本研究採傳統德菲法，敦請三位德菲專家進行指標問卷內容效度審查，以編製德菲法調查問卷。後續，邀請十二位相關領域之德菲問卷調查專家，分成產業實務專家、相關政府行政官員、教育學者等三組，經三回合德菲法問卷調查並取得共識，建構出私立托嬰中心行銷策略指標。本研究共提出結論九項如下：一、私立托嬰中心行銷策略指標包含七個層面、十五個指標構面與四十五個指標細目。二、私立托嬰中心行銷策略指標包含服務、推廣、人員、服務流程、設立地點、價格及實體設施等七個層面。三、服務層面包括服務專業性、服務多元性二個指標構面及其五個指標細目。四、推廣層面包括品牌形象及與社區之連結二個指標構面及其五個指標細目。五、人員層面包括聘任規範、培育發展及專業倫理三個指標構面及其八個指標細目。六、服務流程層面包括基本服務內涵及作業管理二個指標構面及其九個指標細目。七、設立地點層面包括區域性及便利性二個指標構面及其五個指標細目。八、價格層面包括費用合理及費用競爭力二個指標構面及其四個指標細目。九、實體設施層面包括衛生安全及適齡適性二個指標構面及其九個指標細目。據此，提出私立托嬰中心行銷策略指標運作以及未來研究之相關建議。 The purpose of this study was to develop indicators of marketing strategy for private infant day care centers. After the literature review and semi-structured interviews with three practical operators, the preliminary indicators were drawn up. In this study, based on the traditional Delphi method, three Delphi experts were invited to review the content validity of indicators in order to prepare the Delphi questionnaire. And then, twelve Delphi experts in the relevant areas were divided into three groups: industry practice experts, relevant government executives, and academic educators. After three rounds of Delphi questionaires, the Delphi experts reached a consensus and the indicators of marketing strategy for private infant day care centers were established. There are nine conclusions of this study as follows: First, indicators of marketing strategy for private infant day care centers consist of seven levels, fifteen indicator facets and forty-five particulars. Second, indicators of marketing strategy for private infant day care centers include seven levels of services, promotion, personnel, service process, location, price and environmental facilities. Third, the level of services are contains two indicator aspects of service professionalism and service diversification and its five particulars indicator. Fourth, the level of promotion are contains two indicator aspects of brand image and connection with the community and its five particulars indicator. Fifth, the level of personnel are contains three indicator aspects of employment norms, cultivation and development, professional ethics and its eight particulars indicator. Sixth, the level of service process are contains two indicator aspects of basic service connotation and operation management and its nine particulars indicator. Seventh, the level of location are contains two indicator aspects of regionality and convenience and its five particulars indicator. Eighth, the level of price contains two indicator aspects of reasonable cost and cost competitiveness and its four particulars indicator. Ninth, the level of environmental facilities are contains two indicator aspects of health safety and age-appropriateness and its nine particulars indicator. According to the findings, this study proposed specific suggestions for operation of marketing stratege indicators for private infant day care centers and the future research.
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