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| Title: | 探討COVID-19疫情下消費者行為改變對幼教產業經營策略之影響
Exploring the Impact of Changes in Consumer Behavior during the COVID-19 Pandemic on the Operation Strategy of the Preschool Education Industry |
| Authors: | 倪元至
NI, YUAN-CHIH |
| Contributors: | 郭維裕
Ｇuo, Wei-Yu
倪元至
NI, YUAN-CHIH |
| Keywords: | 幼教產業
費者行為
市場區隔
新冠肺炎
經營策略
Preschool Education Industry
Consumer behavior
Market Segmentation
COVID-19
Business Strategy |
| Date: | 2022 |
| Issue Date: | 2022-02-10 13:00:49 (UTC+8) |
| Abstract: | 由於大環境改變加上出生率下降，臺灣幼教產業受限於規模，難以採取專業行銷和策略性經營，不僅競爭激烈且出現管理層面斷層，一間幼兒園要如何在坊間為數眾多的幼兒園、托育中心等機構中吸引家長注目，是所有業者最重視的課題，尤其新冠肺炎(COVID-19)疫情爆發後衝擊各行各業，幼教產業亦無法倖免。
本研究藉由問卷及實際訪談分析家長選擇幼兒園考量因素，探討疫情對幼教產業市場消費者行為及需求之影響，期能對幼教產業經營者未來的經營策略提出建議，調整經營模式以消費者為導向，重視家長對於服務品質的期望，進而提高滿意度與忠誠度。
Due to the changes in the economic environment and the decline in the birth rate, Taiwan’s preschool education industry is limited by its scale, and it is difficult to adopt professional marketing and strategic operations. Not only is competition fierce and there are management gaps, raising an important issue: how can a kindergarten survive under the competition from numerous kindergartens and nursery centers in the market? Attracting the attention of parents in other institutions is the most important issue for all businesses, especially after the outbreak of COVID-19, which has impacted all walks of life, including the preschool education industry.
This study uses questionnaires and face-to-face interviews to analyze parents’ considerations for choosing kindergartens. Exploring the impact of the pandemic on consumer behavior and demand in the preschool education industry market, and hope to make suggestions on the future business strategies of preschool education industry operators, adjust the business model to be consumer-oriented, pay attention to parents’ expectations for service quality, and improve satisfaction and loyalty. |
| Reference: | 壹、中文部分
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貳、英文部分
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
109932052 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109932052 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200108 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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