公私立高職教師與學生的學校形象及學校行銷策略認知之研究

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Title:	公私立高職教師與學生的學校形象及學校行銷策略認知之研究
Other Titles:	Vocational high school teachers' and students' perceptions of school image and school marketing strategies
Authors:	蔡宛蓁;Tsai, Wan-chin
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:	學校形象;學校行銷;學校行銷策略;School Image;School Marketing;School Marketing Strategies
Date:	2007
Issue Date:	2010-01-11 00:19:36 (UTC+8)
Abstract:	本研究旨在了解公私立高職教師與學生的學校形象及學校行銷策略的認知情形。首先探討組織形象、學校形象與學校行銷策略的概念及其相關研究，其次，分析公私立高職教師與學生的學校形象及學校行銷策略的現況、差異情形及相關情形，並綜合文獻探討與調查結果，提出具體建議，供教育行政機關、學校主管及後續研究者的參考。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，依據預試結果編製「公私立高職教師與學生的學校形象及學校行銷策略認知調查問卷」。研究對象以台北市公私立高職教師與學生為主，共得有效樣本公私立高職教師328人，學生406人。資料處理部分以SPSS for Windows 10.0中文套裝軟體為主，採用描述統計、t考驗、單因子變異數分析、皮爾遜積差相關等方法進行統計。本研究的重要發現為：一、公私立高職教師的學校形象認知情形良好。二、公私立高職學生的學校形象認知情形普通。三、在學校形象上，高職教師認知程度高於學生。四、公私立高職教師的學校行銷策略認知情形良好。五、公私立高職學生的學校行銷策略認知情形普通。六、在學校行銷策略上，高職教師認知程度高於學生。七、教師的學校形象認知會因教師的性別、年齡、教育程度、服務年資、學校屬性、學校規模與創校歷史的不同而有顯著差異。八、學生的學校形象認知會因學生的科系、學校屬性與學校規模的不同而有顯著差異。九、教師的學校行銷策略認知會因教師的學校屬性與學校規模的不同而有顯著差異。十、學生的學校行銷策略認知會因學生的科系、學校屬性、學校規模與創校歷史的不同而　　有顯著差異。十一、高職教師學校形象及學校行銷策略呈現顯著正相關。十二、高職學生學校形象及學校行銷策略呈現顯著正相關。 The purpose of this study was to investigate the perceptions between school image and school marketing strategies among vocational high school teachers and students. Questionnaires assessing teachers’ and students’ school image and school marketing strategies were completed by 328 teachers and 406 students from vocational high schools in Taipei City. Findings of the study were as follow: 1. Vocational high school teachers reported a strong sense of school image. 2. Vocational high school students reported an ordinary sense of school image. 3. Vocational high school teachers’ perceptions on school image were stronger than students’. 4. Vocational high school teachers reported a strong sense of school marketing strategies. 5. Vocational high school students reported an ordinary sense of school marketing strategies. 6. Vocational high school teachers’ perceptions on school marketing strategies were stronger than students’. 7. There were significant differences in teachers’ school image based on gender, age, educational levels, seniority, type of the school, size of the school, and school history. 8. There were significant differences in students’ school image based on department, type of the school, and school history. 9. There were significant differences in teachers’ school marketing strategies based on type of the school, and size of the school. 10. There were significant differences in students’ school marketing strategies based on department, type of the school, size of the school, and school history. 11. Teachers’ perceptions of school image and school marketing strategies were highly correlated. 12. Students’ perceptions of school image and school marketing strategies were highly correlated. Finally, suggestions based on the literature reviews and research findings were presented for educational authorities, school directors, and future research.
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