學校行銷策略對學校公共關係推展之應用

Applying School Marketing to School Public Relations

許筱君(Hsiao-Chun Hsu) ； 林政逸(Jeng-Yi Lin)

《臺中教育大學學報：教育類》 25卷1期 (2011/06) Pp. 121-137

https://doi.org/10.7037/JNTUE.201106.0121

摘要

本文主要探討由於教育改革造成學校的高度競爭，爲使學校永續發展，亟需加強實施學校行銷及維持學校公共關係。本文藉由分析學校公共關係及教育行銷相關理論，並擬定學校行銷對於學校公共關係推展之具體應用策略，以產品策略、以價格成本來擴大參與度吸引消費者、通路策略方面強調建立關係行銷、透過促銷策略強調主題行銷、置入性行銷以增加曝光率；在顧客策略方面落實體驗行銷及服務行銷；並透過以消費者爲中心、由下而上的溝通策略來增進與消費者大眾之關係。藉由公共關係及行銷理念之配合，達成學校經營永續發展之目標。

關鍵字

教育行銷 ； 學校行銷 ； 公共關係

並列摘要

This study explored the educational innovations which have led to high competition among schools in Taiwan. Continuing sustainable development, strengthening and enhancing marketing and maintaining public relations are the most important tasks for schools. First of all, this study discussed the goals of school public relations in regard to the ranges, strategies and meaning of educational marketing. Subsequently, we illustrated the above theories to develop specific strategies for school public relations and educational marketing. In addition, this study provided such strategies for schools of all different levels. The results of this study are expected to achieve the goal of encouraging the sustainable development of schools.

並列關鍵字

Educational Marketing ； School Marketing ； Public Relations

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