私立高職學校行銷策略與學生選校因素之研究

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Title:	私立高職學校行銷策略與學生選校因素之研究
Other Titles:	Marketing strategies of private vocational high schools and the factors affecting students' selection of schools
Authors:	黃俊堯;Huang, Chun-yau
Contributors:	淡江大學教育政策與領導研究所碩士班陳錫珍;Chen, June S
Keywords:	學校行銷策略;學生選校因素;School Marketing Strategies;Factors Affecting Strategies
Date:	2008
Issue Date:	2010-01-11 00:13:28 (UTC+8)
Abstract:	本研究旨在瞭解私立高職學校行銷策略與學生選校因素的關係，首先探討學校行銷策略與學生選校因素的概念及其相關研究，其次分析私立高職學校行銷策略與學生選校因素的現況、差異情形、相關情形及學校行銷策略對學生選校因素的預測力，最後再綜合文獻探討與調查結果，提出具體建議，供學校行政人員與後續研究者作參考。本研究所採用的方法主要為問卷調查法，根據相關文獻編擬問卷初稿，經專家效度考驗後進行預試，再依據預試結果編製「私立高職學校行銷策略與學生選校因素調查問卷」。本研究的對象是以台北縣市私立高職一年級學生為主，共得有效樣本437人，並以SPSS for Windows 13.0 中文版套裝軟體為資料分析工具，以描述性統計、單因子變異數分析、皮爾遜積差相關、多元逐步迴歸分析等方法進行分析。本研究重要發現為：一、私立高職學生對學校行銷策略的認知屬中等情形二、私立高職學生對學校行銷策略的認知會因不同學校所在地而有差異三、私立高職學生在選校因素中較重視「就業因素」和「聲望因素」四、私立高職學生選校因素會因學生的學校規模、學校所在地及畢業學校屬性的不同而有差異五、學校行銷策略與學生選校因素呈正向相關六、私立高職學校行銷策略對學生選校因素具有預測力依據上述結論，本研究提出若干建議，以供教育行政機關、學校行政單位以及未來研究者之參考。 The purpose of this study was to investigate the relationship between marketing strategies of private vocational high schools and factors affecting students’ selection of schools. Questionnaires assessing school marketing strategies and factors affecting students’ selection of schools were completed by 437 students from private vocational high schools in Taipei County and Taipei city. Findings of the study were as follow： 1. Private vocational high school students reported an ordinary sense of school marking strategies. 2. There were significant differences in factors affecting students’ selection of schools based on school location. 3. Factors affecting students’selection of private vocational high schools which students emphasized most were “Employment Factor” and “Reputation Factor” 4. There were significant differences in factors affecting students’ selection of schools based on size of the school, school location, and type of the school. 5. School marketing strategies had positive correlation with factors affecting students’selection of private vocational high schools. 6. School marketing strategies was found to be a predictor of factors affecting students’selection of schools. Finally, suggestions based on the literature reviews andresearch findings were presented for schools administrators and future research.
Appears in Collections:	[Master's Program, Graduate Institute of Educational Policy and Leadership] Thesis

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