家长选择幼教机构分析之研究-高苑科技大学.pdf

家長選擇幼教機構分析之研究 The study of parents’ consumer behavior in preschool education market. 陳恒毅 高苑科技大學經營管理研究所 中文摘要 近10年來，我國新生兒人數遞減近半，但立案幼教機構不降反增及家長對子 女教育用心不變之下，促使幼兒家長擁有更多的教育選擇權力。在這多元且競爭 的環境中，欲在市場上取得競爭優勢，必須透過市場區隔方式將幼兒家長區分為 幾個同質性的市場，確實掌握不同族群的喜愛與偏好，找出有效不同顧客之市場 區隔，執行有效的行銷策略。 本文以問卷調查方式，採隨機抽樣進行，有效樣本168份。項目分析、因素 分析、集群分析及卡方分析。研究結果顯示家長為子女選擇幼教機構時，所重視 層面有6個因素(學習環境規劃、教育目標、經營型態 、便捷性、收費制度、課程 內容與模式)、3組區隔類型(行政取向型、積極比較型、教育取向型)。不同區隔 集群在公/私立幼教機構選擇偏好上有顯著關係;但家庭月收入與家長受教程度無 顯著關係。最後本文根據發現，作成結論與建議，供幼教機構園長參考之用。 關鍵字 :幼教機構、市場區隔、行銷策略 Abstract During the past decade, the rate of newborn babies decreased 50%. Due to this increasing number of legal preschool education institutions nowadays, parents still keep an invariable concern about children education. This facilitates parents to have more right in choosing them an appropriate educational institution. In this turbulent and competitive environment, executers must adopt a key marketing strategy-how to divide up markets into meaningful customer groups (market segmentation). First, we used the questionnaire survey to collect data. Item analysis, factor analysis, reliability analysis, cluster analysis and chi-square test were implemented from 168 valid samples based on simple random sampling method. Results indicated that(1) parents emphasize six factors when they choose an educational institution for children; (2)three clusters are classified; (3) there is a significant relationship between segmentation groups and their preference in choosing a kindergarten. Finally, practical suggestion was also discussed in this research. Key Words: Preschool education institutions 、Market segmentation 、Marketing strategy