A study on the school marketing strategies of public and private primary schools in Taipei
|作者: ||邱湘棻;Chiu, Hsiang-fen|
|關鍵詞: ||小學;行銷;學校行銷策略;public and primary school;Marketing;school marketing strategies|
|上傳時間: ||2010-01-11 00:19:22 (UTC+8)|
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.