| 摘要: | 本研究旨在建構私立課後照顧服務中心行銷策略指標，經由文獻解析及與三位實務經營管理者，進行半結構式訪談，聚焦且擬定本指標之初稿架構。本研究利用傳統德菲法，邀請三位德菲專家進行指標問卷內容效度審查，以完成德菲法專家調查問卷的擬定。後續，再邀請十二位相關領域專家學者，分成產業實務專家、相關政府行政官員、教育學者等三組，利用三回合德菲法問卷調查並取得共識，建構出私立課後照顧服務中心行銷策略指標。
本研究共提出結論九項如下：
一、私立兒童課後照顧服務中心行銷策略指標包含七個層面、十五個指標構面與三十八個指標細目。
二、私立兒童課後照顧服務中心行銷策略指標包含服務、價格、推廣、通路、人員、流程及環境設備等七個層面。
三、服務層面包括專業化、多元化兩個指標構面及其五個指標細目。
四、價格層面包括市場機制及與收費合理兩個指標構面及其四個指標細目。
五、推廣層面包括品牌形象、社群媒體及社區營造三個指標構面及其八個指標細目。
六、通路流程層面包括基本區域需求及交通便捷兩個指標構面及其四個指標細目。
七、人員層面包括聘任制度及在職訓練兩個指標構面及其六個指標細目。
八、流程層面包括課照需求及效能具競爭力兩個指標構面及其五個指標細目。
九、環境設備層面包括衛生安全及學習設備兩個指標構面及其六個指標細目。
據此，提出私立兒童課後照顧服務中心行銷策略指標運作做為未來學術與實務之相關建議。
The study aimed to construct the marketing strategy indicators of private after-school care service centers. Through literature analysis and semi-structured interviews with three practical business managers, the first draft framework of the indicator was focused and drafted. The study used the traditional Delphi method and invited three Delphi experts to review the content validity of the index questionnaire to complete the drafting of the Delphi expert questionnaire. Later, twelve experts and scholars in related fields will be invited and divided into three groups: industry practice experts, relevant government administrative officials, and educational scholars. Using three rounds of the Delphi questionnaire survey and reaching a consensus, the private after-school care service center marketing strategy indicators were constructed.
Nine conclusions of the study were as follows:
1. The marketing strategy indicators of the private after-school care service center included seven levels, fifteen indicators, and thirty-eight indicators.
2. The marketing strategy indicators of the private after-school care service center included seven levels of marketing strategy indicators including service, promotion, personnel, service process, establishment location, price, and physical facilities.
3. The service level included two indicator dimensions of service professionalism and service diversification, there are five indicator details.
4. The promotion level included two indicator dimensions of brand image and connection with the community and four indicator details.
5. The personnel level included the three indicator dimensions of employment norms, cultivation and development, and professional ethics, there are eight indicators.
6. The service process level included two indicator aspects of basic service connotation and operation management and it has four indicator details.
7. The location level included two indicator dimensions of regionality and convenience, there are six indicators.
8. The grid level included two indicator dimensions of reasonable cost and cost competitiveness, there are five indicators.
9. The physical facility level included two indicator dimensions of health and safety and age-appropriateness, it has six indicators.
Accordingly, this study puts forward the operation of marketing strategy indicators of private children's after-school care service centers as relevant suggestions for future academic and practical work. |
