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    題名: 我國大專校院面對少子化挑戰之行銷策略研究
    其他題名: Marketing strategy for Taiwanese colleges under the challenge of declining birth rate
    作者: 唐巍芬;Tang, Wei-Fen
    貢獻者: 淡江大學管理科學學系企業經營碩士在職專班
    李培齊;Pei-Chi, Lii
    關鍵詞: 少子化;行銷策略;系所重整;declining birth rate;Marketing strategy;Departmental Reorganization
    日期: 2016
    上傳時間: 2017-08-24 23:40:37 (UTC+8)
    摘要: 本研究旨在探討各大專校院面對少子化的挑戰,學校對於行銷策略方案運作現況、策略的配合及其相關性,研究過程運用訪談方式,希望藉此了解教職員生的在少子化的衍生問題下,各大專校院運用行銷理念所規劃招生策略,對於教師、學生各方面的影響。
    The purpose of this research was to discuss how Taiwanese higher institutions, having faced with the challenges of declining birth rate, evaluate their marketing plans under current situations and coordinate relevant strategic activities. This study conducted several interviews. Hopefully, the impact of marketing concept adopted by higher institutions to engage recruitment would be explored, be it on the faculty or on students.
    After data analysis, this research obtained the following conclusion: (1) In general, all colleges using the marketing-oriented strategy can attract student to apply to schools, however, too much publicity will lead to a reduced image perception from students; (2) Facing the impact of declining birth rate, all colleges reorganized academic departments to enhance competitiveness, however, teaching effectiveness and quality suffered by not having necessary supportive initiatives along with the reorganization; (3) Facing the impact of declining birth rate, faculty’s awareness of the crisis had gone, however, low morale ensued from cutting down the number of faculty members.
    Finally, recommendations regarding institutional management and development, recruitment strategies, and other related administrative policies under the challenges of declining birth rate were proposed in this study. Hopefully, the recommendations would be helpful to all the universities and colleges in the future.
    顯示於類別:[管理科學學系暨研究所] 學位論文


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