以课程为核心之幼儿园行销个案研究.pdfVIP

行葉 155 行 葉*** 理念行行 行略行略 路 行略例 行 略例理念行 略例力行略 行更 行戮力念 立行略 來行 不行略 行行理 *葉立 ** 立 eric8247@ chou@.tw 來 2013 年5 31 2013 年8 26 2013 年10 14 156 111 A Case Study on Preschool Marketing Strategies with Curriculum as a Core Chih-Chi Yeh*Su-Hui Chou** Abstract The study aims to explore how a private preschool exercises its marketing with curriculum as a core considering both its educational ideals and the generation of revenue. This case study used qualitative methods, such as observation, interview, and documentation to investigate marketing strategies employed by the preschool. The results showed the marketing strategies included external marketing strategies such as providing “ ” high-quality curriculum, discount, etc., “internal marketing strategies” such as supporting teaching autonomy, finding suitable parents, etc., and interactive marketing strategies such as having a good interaction “ ” among people in preschool and parents, containing parents-teacher contact, parents-teacher communication, and parents-teacher cooperation. All these strategies mutually supported curriculums and curriculums paved the way for active and successful marketing. Finally, the research proposes recommendations based on the findings. For other preschools, the suggestion is to launch innovative curriculums as a goal. For this preschool, the suggestions are to establish curriculum research task force, to