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    Title: 學校行銷策略與學校效能之關係研究-以桃園縣國民中學為例
    Other Titles: A study of the relationship of marketing strategies and school effectiveness for junior high schools in Taoyuan county
    Authors: 楊啟詔;Yang, Chi-gaw
    Contributors: 淡江大學教育政策與領導研究所碩士在職專班
    楊國賜;Yang, Kuo-shih
    Keywords: 學校行銷;學校行銷策略;學校效能;School Marketing;School Marketing Strategies;School Effectiveness
    Date: 2008
    Issue Date: 2010-01-11 00:16:46 (UTC+8)
    Abstract: 本研究旨在探討桃園縣國民中學學校行銷策略與學校效能之現況及其關係。為達成研究目的,除依據相關文獻探討分析,自編「國民中學學校行銷策略與學校效能調查問卷」作為研究工具外,並以分層隨機抽樣方法針對桃園縣57所公立國民中學及其教育人員進行抽樣問卷調查,共寄出605份問卷,回收有效問卷442份,可用率為73.05%,最後並將所蒐集到的資料分別以描述統計、單因子變異數分析、t考驗、Pearson積差相關以及逐步多元迴歸等方法進行資料分析,以瞭解不同背景之個人及學校等因素對學校行銷策略與學校效能之差異及其相關情形。

    本研究之重要發現如下:
    1、桃園縣國民中學學校行銷策略整體知覺程度屬中上水準。
    2、桃園縣國民中學學校效能整體知覺程度屬中上水準。
    3、桃園縣國民中學不同性別、年齡及職務的教育人員在學校行銷策略運用上有顯著差異。
    4、桃園縣國民中學不因學校規模及所在地的不同,在學校行銷策略運用上有所差異。
    5、桃園縣國民中學不同學校規模及所在地在教師教學效能上有顯著差異。
    6、桃園縣國民中學不同性別的教育人員在學校公共關係效能上有顯著差異。
    7、學校行銷策略與學校效能整體與各層面具有高度正相關。
    8、學校行銷策略各層面對整體學校效能具有高度解釋力,其中以「產品策略」最具預測力。

    關鍵字:學校行銷、學校行銷策略、學校效能
    This research highlights the current status of public junior high school with respect to School marketing strategies and School effectiveness.Relevant statistics in this research is based on the survey,"Public Junior High School Marketing Strategies and Effectiveness Questionnaire", which is conducted to achieve the research objective.
    Method of stratified random sampling was adopted and further analyzed in this research 57 public junior high schools/educational workers were selected as efficiency samples. 605 surveys have been conducted randomly with 442 of them being invalid, which makes a participation (cooperation) rate of 73.05 %. This research uses various statistical analyses such as descriptive statistics, t-test,one-way ANOVA,Pearson product-moment correlation,and stepwise multiple regression analysis to further investigate the variation resulting from the individual and public schools factors with respect to School marketing strategies and School effectiveness.
    The most critical findings of this research are as follows:
    1.The overall performances of public junior high schools on school marketing attain a degree of excellence.
    2.The overall performances of public junior high schools on school effectiveness attain a degree of excellence.
    3.With respect to gender, age, and job function differences, public junior high schoo ls in Taoyuan Country have a remarkable diversity on the overall performancesof school marketing.
    4.With respect to school background and location differences, public junior high schools in Taoyuan Country have a remarkable diversity on the overall performances of school marketing.
    5.With respect to school backgrounds and qualified educational workers differences, public junior high schools in Taoyuan County have a great diversity on the overall performances of school effectiveness.
    6.Gender of educational workers in public junior high school has remarkable difference and impact on administrative effectiveness.
    7.School marketing strategies and school effectiveness are positively linked with each other in many respects.
    8.The variable of school marketing strategies of public junior high schools in Taoyuan County is the most important variable to predict of school effectiveness.
    Appears in Collections:[教育政策與領導研究所] 學位論文

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