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http://asiair.asia.edu.tw/ir/handle/310904400/3563
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| Title: | The Promotion Strategy of Kindergartens in Middle Taiwan |
| Authors: | Fsai-chin Fang |
| Contributors: | Department of Business Administration |
| Keywords: | Promotion strategy;AHP;potential householder |
| Date: | 2006 |
| Issue Date: | 2009-11-17 11:17:34 (UTC+0) |
| Publisher: | Asia University |
| Abstract: | Preschool education is the foundation of all educations. Quality is more important than quantity in breeding children. The purposes of this paper are:
1. assessing the developing position and current problems of kindergarten;
2. weighting preferences for different alternatives via questionnaire survey and Analytic Hierarchy Process (AHP);
3. evaluating the internal effects and external effects of promotion strategy on current householders and potential householders of public and private kindergarten in middle Taiwan;
4. drawing some improvements of promotion strategy for kindergartens based on empirical results.
There are 4 Administrative divisions in Middle Taiwan: Taichung county, Taichung city, Changhua County, Nantou County. To assess internal information, 77 samples of 487 public and private kindergartens are collected in weighting promotion strategy via AHP. To assess external information, 697 samples of current households and 362 samples of potential households are surveyed. There are five measures of promotion strategy, such as advertising, sales force, sales promotion, public relations, and direct mail and others.
The ranking based on the AHP results of promotion strategy are public relation 0.339, direct mail and others 0.208, sales force 0.183, sales promotion 0.158, and advertising 0.113, respectively. ?Superior Assessment? of public relation is first priority promotion strategy among 25 alternatives, while ?Superior child-care worker? of direct mail and others is the second priority, ?Professional license? of public relation is the third. |
| Appears in Collections: | [經營管理學系 ] 博碩士論文
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