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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/116697


    Title: 一所新高中學校行銷策略之個案研究
    Other Titles: A Case Study of Marketing Strategies Employed by a Newly Established High School
    Authors: 潘慧玲;林靜霞
    Keywords: 行銷策略;外部行銷;內部行銷;互動行銷
    Date: 2019-03-16
    Issue Date: 2019-05-18 12:10:16 (UTC+8)
    Publisher: 中華民國學校行政研究學會籌備會
    Abstract: 有鑑於在學校經營中,行銷是一項重要的議題,本研究以一所新設高中為個案,探討其行銷的規劃、行銷策略的運用及行銷的困境與因應。採用的資料蒐集方法,以訪談為主,觀察與文件分析為輔。研究結果顯示個案學校透過學校情勢分析,確立學校行銷目標、擬訂市場區隔、選擇目標市場與定位,作為學校行銷的前置作業。其兼採外部、內部與互動行銷之策略,以吸引優秀學生就讀。而行銷專業知能、人力與經費的受限,常是學校行銷遇到的困境。在此困境下,學校仍致力於利基的創造。
    Relation: 學校行政 120, p.94-114
    DOI: 10.6423/HHHC.201903_(120).0005
    Appears in Collections:[Master's Program, Graduate Institute of Educational Policy and Leadership] Journal Article

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