Abstract
Elementary schools in Taiwan are facing tremendous competition in the market place due to the dramatic decrease of the country’s birth rate. As a result, schools are forced to adopt many strategies to survive the competitive market. Place strategy is one of the most important parts of marketing 4Ps, and this research is endeavored to explore what elements of place strategy are most effective in school marketing perceived by parents. Analytic Hierarchy Process was adopted as the major research calculation method, and a self-developed questionnaire was administered to 300 parents in 6 elementary schools. The results indicated that parents mostly considered safe and pleasant neighborhood, followed by well-designed and maintained school construction, up-to-date and decent learning facilities, and quality aesthetic and health facilities. As a result, schools should further stress these elements when promoting their schools.
Highlights
Elementary schools in Taiwan are facing tremendous competition in the marketplace due to the dramatic decrease of the country’s birth rate during the past two decades
Place strategy is one of the most important parts of marketing 4Ps, and this research is endeavored to explore what elements of place strategy are most effective in school marketing perceived by parents
Analytic Hierarchy Process was adopted as the major research calculation method, and a self-developed questionnaire was administered to 300 parents in 6 elementary schools
Summary
Elementary schools in Taiwan are facing tremendous competition in the marketplace due to the dramatic decrease of the country’s birth rate during the past two decades. As the birth rate in Taiwan has fallen below one baby per woman in the past few years, the supply of spots in elementary schools dramatically exceeds the demand side, and student enrollment decreases every year. The marketing 4Ps are a list of categories of marketing variables summarized into four strategies: product, price, place, and promote.These variables have been widely adopted by business and industrial institutions for marketing strategy development. A considerable body of research on marketing 4Ps exists; almost all the research focus has been on the product, price, and promote strategies, and only limited research has investigated the place strategy. The research questions are as follows: 1) What are the dimensions and elements of place strategy in educational marketing?
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