國民生育率不斷下降，幼教產業的學生人數逐漸減少，幼教產業生存需採取創新思維，以節慶活動創新行銷可為良方。本研究深入探討節慶活動類型與行銷策略及行銷效果的關係，以作為創新行銷之借鑑。研究結果發現幼教機構節慶活動類型於師生表現行銷策略上有顯著差異，並於展現機構服務特色、呈現幼兒學習成果、宣傳機構品牌形象、增進親師友好關係、提升機構辦學競爭力、和提升機構招生率上可達其行銷效果；以節慶活動為行銷策略可達成的行銷效果驗證了幼教產業逆境生存、創新思維的生存優勢。

With declining of birth rate in Taiwan, the students of early childhood industries are also decreasing. Festival marketing strategy could be a service innovation for long term operation in early childhood industries. This research aims to investigate the relationship among festival activities, marketing strategies and marketing effects within early childhood industries. Results show that organizing festival activities can not only promote marketing effects but also demonstrate a strategy for sustainable competitiveness within early childhood institutes.