建構私立兒童教育機構外部行銷指標之研究

CCUR > College of Social Sciences > Department of Social Welfare > thesis > Item 987654321/44934

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/44934

Title:	建構私立兒童教育機構外部行銷指標之研究 A Study On Constructing Indicators ofExternal Marketing for Private Child Education Institute
Authors:	吳素秋
Contributors:	青少年兒童福利碩士學位學程
Keywords:	兒童教育機構外部行銷指標 Child Education Institute external marketing indicator
Date:	2019
Issue Date:	2019-08-28 10:19:16 (UTC+8)
Abstract:	本研究旨在建構私立兒童教育機構外部行銷指標，以行銷理論的學理為框，彙整相關實務之研究結果為架，藉專著文獻回顧整理為理論基礎，包括二階段研究設計。第一階段的研究方法是訪談法，聯合三位實務經營者半結構式訪談內容之後擬定歸納本指標雛型，第二階段採用傳統德菲法，敬邀三位專家進行指標內容效度審查，以編製德菲調查問卷。續敦請十二位相關領域之德菲專家，分成實務經營、教育行政、學者等三組，進行三回合德菲問卷調查以達共識並完成指標的篩選，以作為建構兒童教育機構外部行銷指標之基礎架構並提供私立兒童教育機構於外部行銷相關學術與實務參考之用。本研究之發現如下：私立兒童教育機構外部行銷有五個指標構面及其三十三個指標細項，包含：一、品牌形象構面，共有八個指標細項。二、價格策略構面，共有六個指標細項。三、通路推廣構面，共有六個指標細項。四、師資教材構面，共有七個指標細項。五、環境設備構面，共有六個指標細項。 This study aims to construct external marketing indicators for private children education institutes, including two-stage research design. The first stage of research method is interview method. After the semi-structured interviews of the three practical operators, the prototypes of this indicators were drafted. The second stage adopted the traditional Delphi method and invited three experts to conduct the content validity check of the indicators to prepare the Delphi questionnaires. Then invite twelve Delphi experts in related fields, divided into three groups: practical management, education administration, and scholars. The three rounds of the Delphi questionnaire were used to reach consensus and complete the filter of indicators. The infrastructure also provides a private education institution for academic and practical reference in external marketing. The conclusion reached in this study is that the external marketing indicators of private children education institutes include five indicators and thirty-three indicator details. And the external marketing indicators of private children education institutes include brand image, price strategy, channel promotion, teacher teaching materials, and environmental equipment.
Appears in Collections:	[Department of Social Welfare ] thesis

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