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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31365

    Title: 高中數學教科書推廣歷程之研究 : 出版商的觀點
    Other Titles: A study of diffusion process of senior high school mathematics textbooks : the viewpoints of publishers
    Authors: 唐可殷;Tang, Ko-yin
    Contributors: 淡江大學教育科技學系碩士班
    高熏芳;Kao, Hsun-fung
    Keywords: 高中數學;教科書;推廣;出版商;Senior High School Mathematics;Textbooks;Diffusion;Publishers
    Date: 2005
    Issue Date: 2010-01-11 00:35:33 (UTC+8)
    Abstract: 本研究旨在探討高中數學教科書之推廣歷程。首先針對教科書選用與教育創新推廣兩方面之國內外文獻進行分析和探討,進而對出版商之行銷人員進行深度訪談,同時亦蒐集相關文件加以分析,以了解出版商行銷高中數學教科書所使用之推廣策略及行銷人員與高中數學教科書選用人員之推廣互動歷程。
    This study aims to explore and discuss the diffusion process of marketing senior high school Math textbooks from publisher’s viewpoints. It starts with the literature reviews in two aspects: textbook selection and innovation diffusion, which is followed by in-depth interviews of the sales representatives of the publishers. Meanwhile, related documents are collected and analyzed in order to understand the marketing strategies employed by the publishers and the interaction between the sales representatives and high school math teachers in terms of the selection of textbooks during the innovation diffusion process.
    This study draws the following conclusions:
    1.The promotion strategies used by the publishers change with the market variation.
    2.Face-to-face interpersonal interaction facilitates the diffusion of the product knowledge.
    3.The opinion leader in teachers’ group holds a decisive position in selecting the textbooks.
    4.The ways how teachers select their textbooks combine authoritarian and collective decisions.
    5.The content and price of the products, the accessory resources and post-sale service decide the textbook market share.

    6.Bargaining and contract signing confirm the result of textbook selection.
    7.The post-sale services provided for the school or individual teacher can assure the long-lasting use of the textbook.
    The suggestions are presented as follow:
    1. For publishers
    (1) Providing sales representatives with sufficient job benefits and security to reduce the turnover rate.
    (2)Strengthening the marketing division, adjusting the promotion strategies flexibly.
    (3)Offering sales personnel good quality in-service training to promote the quality of workforce.
    2. For schools
    (1)Setting up the single communication channel between sale representatives and teachers who are responsible for selecting textbooks.
    (2)Making all the teaching resources provided by the publishers part of school asset.
    Appears in Collections:[教育科技學系暨研究所] 學位論文

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