連鎖幼兒園品牌定位與經營策略之探討－以台灣知名幼兒園學校為例

Abstract

幼兒教育對兒童成長發展至關重要。根據政府統計，113年新北市與臺北市共有1,851間幼兒園，其中私立幼兒園佔842間。近年來，政府積極推動公共化與準公共政策，壓縮私立幼兒園的發展空間，在少子化趨勢與招生困境下，私立幼兒園如何突圍成為重要課題。為應對市場變遷，私立幼兒園從過去的口耳相傳轉向社群行銷，採用粉絲專頁、廣告投放、即時資訊推播與短影音宣傳等策略，以吸引新世代家長。然而，家長需求多樣化，促使幼兒園擴增才藝班與多元課程，提升競爭力的同時，也帶來營運壓力與挑戰。本研究透過個案訪談法，探討三間知名私立幼兒園的經營策略，發現品牌價值、口碑形象與營運策略為影響其競爭力的關鍵因素。品牌價值影響家長的選擇與市場定位，口碑形象透過家長推薦建立穩定招生來源，而營運策略則決定機構的永續發展與市場適應力。面對少子化、教育資源分配不均與師資壓力等挑戰，政府、業者與學界需攜手合作，透過創新策略、政策支持與深入研究，共同推動幼教產業永續發展，進一步提升國家競爭力。有鑑上述原因，希望藉由探討幼兒教育機構的經營策略發展、品牌定位及口碑行銷如何影響消費者的選擇，使私立幼兒園在這高度競爭的業界中能更具新意。Early childhood education is vital to children's growth and development. According to government statistics, in 2014, there were 1,851 kindergartens in New Taipei City and Taipei City, of which 842 were private kindergartens. In recent years, the government has actively promoted public and quasi-public policies, squeezing the development space of private kindergartens. With the declining birth rate and enrollment difficulties, how private kindergartens can break through has become an important issue. In response to market changes, private kindergartens have shifted from word of mouth to social marketing, using strategies such as fan pages, advertising, instant information push and short video promotion to attract the new generation of parents. However, the diversification of parents' demands has prompted kindergartens to expand talent classes and diversified curriculum, which has improved their competitiveness while also bringing operational pressure and challenges. This study explored the business strategies of three well-known private kindergartens through case interviews and found that brand value, word-of-mouth image and operating strategies were the key factors affecting their competitiveness. Brand value influences parents’ choices and market positioning, word-of-mouth image establishes a stable source of enrollment through parent recommendations, and operating strategy determines the institution’s sustainable development and market adaptability. Faced with challenges such as declining birth rates, uneven distribution of educational resources and pressure on teaching staff, the government, industry players and academia need to work together to promote the sustainable development of the early childhood education industry through innovative strategies, policy support and in-depth research, and further enhance the country's competitiveness. In view of the above reasons, we hope to explore how the business strategy development, brand positioning and word-of-mouth marketing of early childhood education institutions affect consumer choices, so that private kindergartens can be more innovative in this highly competitive industry.