ASIA unversity:Item 310904400/3563
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 94286/110023 (86%)
Visitors : 21673076      Online Users : 608
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/3563


    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:[Department of Business Administration] Theses & dissertations

    Files in This Item:

    File SizeFormat
    0KbUnknown510View/Open


    All items in ASIAIR are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback