近年來STEM（科學、科技、工程及數學）教育議題在世界上掀起一波熱潮，而且此一STEM教育的議題不僅在正式教育場域受到討論，許多非正式教育場域也熱烈推STEM團隊、課程與教具、從學前班、國小、國中、高中到大學各學習階段，皆不難發現STEM教育受到很大的關注。在越南STEM教育市場也很競爭激烈，STEM教育中心如雨後春筍般大量湧現，多元但並沒有專文探討本研究領域的文獻。在變動的環境之下，如何提升STEM教育中心的經營變得更加困難。
本研究採用個案研究法，納入越南河內一所STEM教育中心為研究個案，研究參與者包括經理、副經理及兩位指導教師，採用訪談與相關文件蒐集作為資料蒐集的方法。研究結果發現：一、個案STEM教育中心是以培育科技人才需求為定位 ；二、個案STEM教育中心採用多元行銷方式與策略管理以提供優質課程和服務；三、個案STEM教育中心需利用多元行銷策略並持續提升服務內容以獲取市場優勢。
最後，研究者根據結論對越南相關單位，一般STEM教育中心與後續研究者，三個方面提出具體建議，以供參考。

In recent years, STEM education (science, technology, engineering, art and mathematics) has played a very important role in the national education system of not only developed countries but also developing countries. As a result, STEM education has received great attention from both academia and society. In line with the trend, Vietnam has witnessed a number of new STEM education centers established. Surprisingly, the researches on the STEM education in Vietnam have remained limitedly. Therefore, the purpose of this study is to figure out appliable directions to improve the operation efficiency of STEM education centers in Vietnam.
This research was conducted as a case study by interviewing one director, one vice president and two advisors. Related documents were also collected for data analysis. The main findings are as follows: 1. The case-based STEM education center is positioned based on the need of scientific and technological talent cultivation; 2. The case-based STEM education center adopts multiple marketing activities and strategic management to provide high-quality courses and services; 3. The case-based STEM education center needs to continuously improve services and courses with multiple marketing activities to gain competitive advantages.
Finally, from the results of the current study we would provide some suggestions and recommendations to Ministry of Education of Vietnam and STEM Education Centers.

第一章 緒論 1
第一節 研究背景與動機 1
第二章 文獻探討  11
第一節 STEM教育中心之發展與內容  10
第二節 STEM教育中心之行銷方式與策略管理 22
第三章 研究方法 32
第一節 研究方法 32
第二節 研究場域與研究參與者 34
第三節 資料蒐集方法 39
第四節 研究整理與分析 40
第五節 研究的信效度 43
第六節 研究倫理 45
第七節 研究流程 46
第四章 研究結果與討論 47
第一節 STEM教育中心之特質 47
第三節 分析個案STEM教育中心提升其競爭力之關鍵因素 75
第五章 結論與建議 85
第一節 研究結論 85
第二節 研究建議 87
參考文獻 90
附錄 97

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