Abstract: | 幼兒園是幼兒離開父母,學習團體生活的第一站。0-6歲是幼兒重要成長階段,幼兒園的選擇格外重要。然而,幼兒園林立,類型繁多,因著少子女化,教育產業日趨競爭,建立幼兒園品牌及成功的經營,是招生的關鍵。 本研究旨在探探究幼兒教育發展歷程與幼教市場類型,鑑往知來,知古鑑今,了解教育市場的脈絡,以期永續經營。藉由品牌的建立與形塑,使園所更具辨識功能,產生市場之區別與差異,提升競爭力,進而脫穎而出。 本研究對象為非都會區K幼兒園,探究其品牌經營關鍵成功因素,以期發揮教育特色,讓愛走動,讓感動滾動,讓生命影響生命。首先,採文獻探討的方式進行,以建立對幼兒教育的發展、品牌經營、關鍵成功因素等,做為研究架構之基礎。其次,透過質化之「個案研究」、「訪談」與「問卷」方式,探討非都會區幼兒園品牌經營關鍵成功因素。以因應少子女化、及各類型的幼兒園林立之市場競爭。經研究、問卷及分析,K幼兒園品牌經營之關鍵成功因素如下: 一、強烈的教育使命和異象,能吸引有理念,願意陪伴孩子的家長。 二、熱絡的親、師、生互動,家長以「辦學好口碑」相傳,知名度高;招生率 及學生入學穩定。 三、品牌的「類同點」或「類異點」,家長回饋滿意度高,品牌引發正面的評價 及內在回應,問卷中,未見負評。 四、K幼兒園之品牌、特色或優勢多元,部分品牌已產生「品牌共鳴」,也漸進的影響家長的教育 理念、教養態度、親子互動、親師互動……等。 根據上述結論,提出建議,提供非都會區K幼兒園在未來營運發展、教育 行政主管機關及後續研究者之參考。 Kindergartens serve as the first step for children to leave their parents and engage in group learning. The age range of 0-6 years old is an important growth stage for young children, and the choice of kindergarten is particularly important. However, there are many kindergartens with various types. Also due to the declining birth rate, the educational industry has become highly competitive, the establishment of kindergarten brands and successful operation are the key to enrolling students. This study aims to explore the development process and the market type of early childhood education, and understand the context of the education market in order to sustainable operate.Through the establishment and shaping of the brand, the kindergarten will be more recognizable, having market differences, enhance competitiveness, and then stand out.The research focuses on K kindergartens in non- metropolitan areas, exploring the key success factors of its brand management to leverage their educational characteristics, let love move, let emotion roll, and let life affect life. Firstly,key success factors, etc., as the basis of the research framework. Secondly, through qualitative "case studies", "interviews" and "questionnaires", explore the key success factors of kindergarten brand management in non-metropolitan areas. It is used to cope with the market competition of the declining birth rate and the proliferation of various types of kindergartens. After research, questionnaires and analysis, the key success factors of K Kindergarten brand management are as follows:1. A strong educational mission and vision can attract parents who have ideas and are willing to accompany their children.2. Enthusiastic interactions between parents, teachers, and students. Parents pass on the word-of-mouth reputation of running a school, and have the high reputation; the stable enrollment rate.3. The "POP (Point of Parity)" or "POD (Point of difference)" of the brand, the parents' feedback satisfaction is high. The brand triggers positive commentsand internal response, no negative comments were found in the questionnaire.4. The brands image, features and advantages of K Kindergarten are diverse, and some brands have already produced "brand resonance" and gradually influence Parents' educational concepts, parenting attitudes, parent-child interaction, parent-teacher interaction...etc. Based on the above conclusions, suggestions are put forward to provide references for the future operation and development of K kindergartens in non-metropolitan areas, educational administrative authorities and follow-up researchers. |