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研究生:吳季陵
研究生(外文):Wu Chi-Ling
論文名稱:幼稚園行銷效能之研究
論文名稱(外文):A Study of the Relationship between Marketing Effectiveness for Kindergartens
指導教授:曾光榮曾光榮引用關係
指導教授(外文):Dr.Tseng Kuang-Jung
學位類別:碩士
校院名稱:玄奘大學
系所名稱:國際企業學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:52
中文關鍵詞:幼稚園行銷效能
外文關鍵詞:KindergartenMarketing Effectiveness
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本研究希望瞭解國內幼稚園業者採納與運用行銷觀念的一般情形,並確認採納與運用行銷觀念是否對業者的經營績效產生一定程度的影響,從而可以根據研究發現對業者提供有助於改善經營的建議。再者,本研究也想確認,使用市場導向和行銷效能觀點的研究,究竟是彼此重疊或是可以相輔相成。
經以台北縣/市、台中縣/市、高雄縣/市三個都會區已立案之之270家公私立幼稚園為問卷調查對象,結果顯示業者對於行銷觀念運用普遍相當有自信,只不過在正式的市場調查與市場區隔等活動方面相對偏低,可能是因為規模不大所致。再者,業者採納與運用行銷觀念程度與自評之經營績效顯著正相關,解釋能力因測量模式差異而呈現.173到.260不等,但整體而言符合行銷觀念採納與運用程度愈高則經營績效愈佳的理論性主張與實證性發現。
最後,本研究發現Kotler (1977)的行銷效能觀點和Kohli, Jaworski and Kumar (1993)的市場導向觀點的兩者有所重疊,而且市場導向對經營績效的解釋能力包含在行銷效能當中,因此不論就理論探討或實務應用而言,行銷效能觀點應該是比較完整而實用的抉擇。
This study investigates the adoption and usage of marketing concept for kindergartens Taiwan and tests the relationship between the adoption and usage of marketing concept and kindergartens’ overall performance. Meanwhile, the adoption and usage of marketing concept can be divided to marketing effectiveness and market orientation perspectives in literature. This study tries to investigate the relationship between these two perspectives and tests their discriminant/incremental validity on kindergartens’ overall performance.
The survey of 270 public and private kindergartens in Taipei, Taichung, and Kaohsiung Metropolitan areas indicates that the administrators of sample kindergartens are confident in the adoption and usage of marketing concept. However, perhaps for the reason of their relatively small size, the practices of marketing research and market segmentation are underutilized. Also, the degrees of the adoption and usage of marketing concept correlates positively with kindergartens’ overall performance. The explaining powers, depended on the specification of measurement model, are between .173 and .260. Overall, the positive relationship between degrees of the adoption and usage of marketing concept and overall performance are in accordance with theoretical and empirical literature.
that the marketing effectiveness perspective of Kotler (1977) is overlapped with the market orientation perspective of Kohli, Jaworski and Kumar (1993). However, market orientation does not provide incremental validity on overall performance after controlling the effect of marketing effectiveness. Therefore, the marketing effectiveness perspective is more completed and useful than market orientation perspective both in theory development and practical application.
目 錄
中文摘要 ...................................................... ii
英文摘要 ...................................................... iii
表目錄...................................................... vi
圖目錄 ..................................................... vii
第一章 緒論.................................................... 1
第一節 研究背景與動.......................................... 1
第二節 研究目的................................................ 2
第三節 研究範圍與限制........................................... 2
第四節 研究方法與步驟........................................... 3
第二章 文獻探討.................................................5
第一節 國內幼教產業現況......................................... 5
第二節 教育行銷................................................ 7
第三節 行銷效能................................................ 10
第三章 研究設計與實施........................................... 20
第一節 研究架構................................................ 20
第二節 研究對象................................................ 21
第三節 研究工具................................................ 22
第四節 統計分析................................................ 24
第四章 統計資料................................................ 26
第一節 敘述統計................................................ 26
第二節 信度與效度............................................... 29
第三節 研究假說檢定............................................. 33
第四節 區隔與增額效度分析........................................35
第五章 結論與建議.............................................. 38
參考文獻........................................................ 41
附錄:正式問卷.............................................. 51
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