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    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。
    本研究之樣本以參與九十四學年度大學考試分發入學之招生學校為主,共有70所,採問卷調查之方式。
    研究結果如下:
    一、我國大學校院招生行銷組織現況
    我國大學校院認為,設立專責招生行銷單位來推廣招生是最好的方式,並以設有招生組的大學校院最多,而我國大學校院也認為招生行銷單位最主要負責招生宣傳的工作。此外,我國大學校院認為推展招生行銷工作最重要的是「提升學校聲望」,而「善盡社會責任」則是最不重要的。
    二、行銷策略應用於招生實際符合程度
    行銷策略應用於招生,以學校形象及口碑良好、清寒學生工讀機會、教學學習平台、學校首頁設有招生專門選項、參加大學博覽會、實施獎勵入學方案、與地方關係良好,這幾項策略實際符合程度最高;而以校友會蓬勃、清寒學生免學雜費、全國各地設有分校、電視廣告提升知名度、校內自行舉辦(網路)博覽會、免試入學方案、發送電子郵件至各高中生或家長信箱,這幾項策略實際符合程度最低。
    三、行銷策略應用於招生實際符合差異程度
    私立大學校院在「推廣-廣告策略」高於公立大學校院;校齡未滿15年的大學校院在「推廣-直接行銷策略」方面,高於校齡30年至未滿45年及校齡45年以上之大學校院,且校齡30年至未滿45年之大學校院亦高於校齡45年以上之大學校院。
    本研究最後根據研究結果,對我國大學校院及政府提出各項建議,供各校相關人員及未來研究之參考。
    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:[Master's Program, Graduate Institute of Educational Policy and Leadership] Thesis

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