| 摘要: | 本研究旨在建構私立幼兒園行銷策略指標，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。本研究採用傳統德菲法，敦請三位德菲法專家進行指標問卷內容專家效度審查，以完成德菲法調查問卷的編製。爾後，再邀請十二位相關領域之德菲法問卷調查專家，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，建構出私立幼兒園行銷策略指標。
本研究共提出結論九項如下：
一、私立幼兒園行銷策略指標包含七個層面、十四個指標構面與五十二個指標細目。
二、私立幼園行銷策略指標包含服務、價格、推廣、地點、人員、流程、及環境設備等七個層面。
三、服務層面包括專業性、多元性二個指標構面及其七個指標細目。
四、行銷策略指標之價格層面包括合理性及彈性二個指標構面及其四個指標細目。
五、行銷策略指標之推廣層面包括口碑形象及社區互動二個指標構面及其五個指標細目。
六、行銷策略指標之地點層面包括交通便利及鄰近社區二個指標構面及其四個指標細目。
七、行銷策略指標之人員層面包括聘用規範及專業成長二個指標構面及其八個指標細目。
八、行銷策略指標之流程層面包括教保需求及標準流程二個指標構面及其十個指標細目。
九、行銷策略指標之環境設備層面包括衛生安全及情境營造二個指標構面及其十四個指標細目。
The purpose of the study was to construct a private preschool marketing strategy indicator. The first draft framework of this indicator was drawn up through relevant literature discussion and semi-structured interviews with three practical managers. The study adopted the traditional Delphi method and invited three Delphi experts to review the content validity of the index questionnaire to complete the compilation of the Delphi method questionnaire. After that, 12 Delphi questionnaire surveys experts in related fields were invited to divide them into three groups: Industry practice experts, relevant government administrative officials, and educational scholars. After three rounds of Delphi questionnaire surveys reached a consensus, the private preschool marketing strategy indicators were constructed.
Nine conclusions of the study were as follows:
1. The marketing strategy indicators of private preschool included seven levels, fourteen indicator dimensions, and there are fifty-two indicator details.
2. The marketing strategy indicators of private preschool included: service, price, promotion, location, personnel, process, and environmental equipment.
3. The service level included two indicator dimensions of service professionalism and diversity and its five indicator details.
4. The price level of marketing strategy indicators included two indicator dimensions, rationality and flexibility, there are four indicator details.
5. The promotion level of marketing strategy indicators included two indicator dimensions of word-of-mouth image and community interaction, there are five indicator details.
6. The location level of the marketing strategy indicators included two indicator dimensions of convenient transportation and neighboring communities, there are four indicator details.
7. The personnel level of the marketing strategy indicators included two indicator dimensions of employment norms and professional growth and there are eight index details.
8. The process level of marketing strategy indicators included two indicator dimensions of reasonable cost and cost competitiveness, there are ten indicator details.
9. The environmental equipment level of marketing strategy indicators included two indicator dimensions of health and safety, context creation. There are fourteen indicator details. |
