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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31154

    Title: 行銷策略在我國大學校院招生之研究
    Other Titles: A study of marketing strategies for the university recruitment in Taiwan
    Authors: 張家蓁;Chang, Chia-chen
    Contributors: 淡江大學教育政策與領導研究所碩士班
    張家宜;Chang, Flora Chia-i
    Keywords: 行銷策略;大學校院;招生;高等教育;Marketing Strategy;College and University;Recruitment;higher education
    Date: 2006
    Issue Date: 2010-01-11 00:19:44 (UTC+8)
    Abstract: 本研究旨在探討我國大學校院招生行銷組織現況及將行銷策略應用於招生之實際符合情形,期使我國大學校院對於自身招生行銷現況之瞭解,並提供各大學校院招生之參考。
    The purpose of this study is to examine the present situations of the admission agency and the marketing strategies and to apply for recruitment in Taiwan colleges and universities. The result of this study tries to help every college and university realizes their recruitment marketing situations and will be better.
    The sample consisted of 70 schools who joined the 94th University Entrance Exams. The purpose of this study adopted survey research method and censuses. The total number of usable sets of instrument returned is 63.
    The results are as following:
    1.To institute the department of recruitment marketing is the best way in recruiting students. The majority of our colleges and universities try to have the department of recruitment marketing and they all emphasize their advertisements.
    2.Regarding different marketing strategies obtain different the highest and the lowest results.
    3.Regarding different school history, and qualities obtain significant differences in marketing strategies.
    According to the findings, this thesis makes some suggestions to colleges, universities and educational administrative organizations in Taiwan.
    Appears in Collections:[教育政策與領導研究所] 學位論文

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