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    題名: 台北市公私立小學學校行銷策略之研究
    其他題名: 臺北市公私立小學學校行銷策略之研究
    A study on the school marketing strategies of public and private primary schools in Taipei
    作者: 邱湘棻;Chiu, Hsiang-fen
    貢獻者: 淡江大學教育政策與領導研究所碩士班
    歐用生;Ou, Yang-sheng
    關鍵詞: 小學;行銷;學校行銷策略;public and primary school;Marketing;school marketing strategies
    日期: 2005
    上傳時間: 2010-01-11 00:19:22 (UTC+8)
    摘要: 本研究旨在探討公、私立小學之行銷策略,藉由「問卷調查」與「半結構式訪談」蒐集研究資料,探討公私立小學執行學校行銷策略之實際現況與運作,進而比較、分析其差異。
    本研究以台北市公立小學三所、私立小學四所為訪談的對象,針對學校校長、主任、組長三類人員進行訪談,並輔以二十份以校長為主之問卷調查法,藉以了解各校行銷策略,獲致下列結論:
    壹、學校行銷觀念已普遍受到學校的重視,私立小學已陸續成立行銷單位;公立小學由處室主任負責學校與媒體間的公關。
    貳、公私立小學學校行銷策略之特性
    一、公立小學學校行銷策略之特性
    (一)在價格策略上,公立小學的收費是由政府來訂定。
    (二)在促銷策略上,公共關係表現出積極主動的態度。
    (三)在通路策略上,公立小學採取開放多元的方式。
    二、私立小學學校行銷策略之特性
    (一)私立小學針對有限的教育市場,為學校產品作最佳的品牌定位。
    (二)在促銷策略上,私立小學促銷策略中的廣告與人員推廣包羅萬象。
    (三)在人員策略上,塑造學習型組織,提倡全面品質管理。
    (四)將學校位置的劣勢轉化為機會,提供便利的學生交通車以確保學生上下學的安全。
    參、公私立小學學校行銷策略之相同點
    一、在行銷對象上,公私立小學的行銷對象皆以學生家長為首。
    二、在人員策略上,公私立小學皆重視教師的專業成長。
    三、在價格策略上,公私立小學皆提供完善的課後輔導班與多元的社團活動。
    四、在促銷策略上皆強調運用傳媒的管道,並達成學校社區化、社區學校化的目標。
    肆、公私立小學學校行銷策略之相異點
    一、公立小學積極向外部系統擴展行銷;私立小學則兼重內部與外部顧客。
    二、在產品策略上,公立小學發展學校本位課程;私立小學則發展學校特色課程。
    三、在價格策略上,私立小學依自身的品牌特色訂定出不同的收費標準。
    伍、在學校行銷實施困境上,公立小學所面臨的困境要比私立小學來得多。
    陸、影響學校行銷策略之因素包括領導者、學校組織、教育行政機關,以及教育消費者與董事會等五個層面

    根據前述之研究結論,本研究提出以下建議:
    壹、對公立小學之建議
    一、宣導全面品質管理的理念,進而導入全員行銷的理念。
    二、學校行銷的研習應擴大至學校組長與教師,促使組織全員具備行銷應有之知能與技能。
    三、提供校區內交通車,保障學生上下學的安全。
    四、鼓勵公立小學發行通訊,促進理論與實務的相互驗証。
    貳、對私立小學之建議
    一、紿予社會更多的回饋,作為提昇文化不利家庭子女的受教機會。
    二、善用學校附近的社會資源,擴展學生學習的空間。
    三、促進公私立學校交流與分享,建立良好之校區連結網
    參、對未來研究之建議
    一、研究對象建議可以擴及全省各縣市的公私立小學為研究範圍,並將學校的教師與家長納入探討的範圍。
    二、在研究方法上,可以採取個案研究法或輔以文件分析法,俾使本研究的研究結果更加完備。
    三、研究內容建議可以朝向學校行銷議題「應用」的部分進行。
    The purpose of the study was to discuss the school marketing strategies of public and private primary schools. By the way of ”semi-structured interviews” and“ questionnaire method,” the study collected a lot of data about what public and private primary schools have carried out in marketing and current situation in order to analyze and compare their difference.
    The study took three public schools and four private primary schools in Taipei City as semi-structured interview objects, and interview with the principal, a section director, or a teacher of each school. And the investigation to 20 school principles at the same time. The main conclusions of this study were summarized as follows:
    A.The concept of School marketing has already paid attention by schools. In private primary, most of them established marketing units in the school. Also in public primary schools, most of them became the publicist of the school.

    B.The characteristic of public primary schools ’marketing strategy
    (A)The Public Primary Schools
    1. In price strategy, the expenses of public primary schools are stipulated by the government.
    2. In promotion strategy, the public relations demonstrate positive attitude.
    3.In place strategy, public primary schools took open and various way.
    (B)The Private Primary Schools
    1.The private primary schools focus on the best brand image to promote their products on the limited education market.
    2.In promotion strategy, private primary schools did wider ways on school advertisement and personnel in the promotion.
    3.In people strategy, private primary schools try to create learning organization and advocate” totally quality management”.
    4.Turn the inferior position of the school position into the opportunity and offer students the convenient shuttle bus to ensure the safety during students’ go and forth to school.
    C.The similarities of public and private primary schools marketing
    1.The marketing object of public and private schools is all headed by parents of students.
    2.In people strategy, both of them pay attention to the teachers’ progress on their expertise.
    3.In price strategy, both of them provide complete tutorial class and variety corporation activities after class.
    4.In promotion strategy, they put emphasis on using the channel of the media to reach the goal of school-community.

    D.The differences of differences of public and private primary schools marketing
    1.Public primary schools expand the promotion to outside systems aggressively and private primary schools concern both inner and outside customers.
    2.In product strategy, the public primary schools developed school-base curriculum; and private primary schools developed school characteristic curriculum”.
    3.In price strategy, private primary schools create theirs own brand to order difference the standard of charge.
    E.In the marketing predicament, public primary schools face more than private primary schools.
    F.The affective factors of school marketing strategy includes:leader、school organization、educational administration organ、educate consumers、the board of directors

    According to the conclusions of the study, we have several suggestions, as follows:
    A.Suggestions to public primary schools
    1.The idea of “totally quality management” and guide the marketing idea in the whole school
    2.The training lessons of school marketing should be applied to the school leaders and teachers and make everyone in the school is capable of having the knowledge and skill of marketing.
    3.Provide the shuttle bus to ensure students’ safety during go and forth to school.
    4.Encourage public primary schools issue publication and increase the
    interaction between theorem and practice.

    B.Suggestions to private primary schools
    1.Provide more feedback to the society and increase the education opportunity to those children from “culture unfavorable families”.
    2.Encourage the public primary school to issue the communication, promote the mutual verification of the theory and practice.
    3.Exchange and share more with public primary schools.
    C.Suggestions to future study
    1.Research subjects may extend to all public and private primary schools in Taiwan, and include teachers and parents of the school in research range.
    2.Research content may take “case study” or “document analysis method” to make research more comprehensive.
    3.Research content may toward the application subjects of school marketing.
    顯示於類別:[教育政策與領導研究所] 學位論文

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