| 摘要: | 本研究旨在建構兒童課後照顧服務中心品牌行銷指標，經由相關文獻分析作為理論基礎，並結合三位實務經營者半結構式訪談內容，以擬定歸納本指標架構。本研究採用傳統德菲法，敦請三位專家進行指標內容效度審查，以編製德菲調查問卷。續再邀請十二位相關領域之德菲專家，分成實務經營、教育行政、教育學者等三組，透過三回合德菲問卷調查意見以取得共識。進而建立兒童課後照顧服務中心品牌行銷指標。本研究獲致之結論如下：
一、兒童課後照顧服務中心品牌行銷指標包含三個層面、十二個指標構面與三十六個指標細項。
二、兒童課後照顧服務中心品牌行銷包含品牌形象、品牌認同和品牌忠誠三個層面。
三、品牌形象層面包含服務成效、環境設備、品牌識別、組織文化等四個指標構面及其十二個指標細項。
四、品牌認同層面包含市場定位、價格策略、通路推廣、服務品質等四個指標構面及其十二個指標細項。
五、品牌忠誠層面包含教育訓練、福利制度、溝通管道、品牌信任等四個指標構面及其十二個指標細項。
根據研究結果對教育行政主管機關、兒童課後照顧服務中心品牌行銷運作，以及未來研究提出具體之建議。
This study aimed to construct brand marketing indicators of after-school child care service centers, based on analysis of the relevant literature as the theoretical basis and combined with semi-structured interviews of three practical operators to propose and summarize the prototype of this indicator. In this study, based on the traditional Delphi method, three experts were invited to review the validity of indicator content, in order to prepare Delphi questionnaire. And then, twelve Delphi experts in relevant areas were invited to divide into three groups: practice management, educational administration and academics educators, through three rounds of Delphi questionnaires to obtain a consensus opinion in order to build brand marketing indicators of after-school child care service centers.
This study comes to conclusions as follows:
First, brand marketing indicators of after-school child care service centers consists of three levels, twelve indicator facets and thirty-six particulars.
Second, brand marketing indicators of after-school child care service centers include brand image, brand identity and brand integrity three levels.
Third, brand image, level contains service performance, environment & equipment, brand identity, and organizational culture four indicator facets as well as twelve particulars.
Fourth, brand identity level contains market segmentation, pricing strategy, channel marketing, service quality four indicator facets as well as twelve particulars.
Fifth, brand integrity level contains education and training, employee welfare, communicate method and brand trust indicator facets as well as twelve particulars.
According to the findings, this study proposed specific suggestions for educational administration authorities, operation of after-school child care service centers brand marketing and the future research. |
