公立國小家長對學校行銷策略知覺度與學校認同度關係之研究－以桃園縣龍星國民小學為例

本研究旨在探討公立國小家長對學校行銷策略知覺度與學校認同度的現況、差異情形及相關性。以桃園縣龍潭鄉龍星國小學生家長為母群體，採分層抽樣方式，進行問卷調查與資料分析，並根據研究結果提出結論與建議。本研究結論如下：一、龍星國小家長在學校行銷策略知覺度上屬於高度知覺，以「推廣策略」層面表現最佳。二、龍星國小家長對學校的認同度上屬於高度認同，以「行為」層面表現最佳。三、龍星國小家長因性別、年齡、學歷、不同子女就讀年級、是否越區就讀的不同，對學校行銷策略知覺度有顯著差異。四、龍星國小家長因性別、年齡、不同子女就讀年級、是否越區就讀的不同，對學校認同度有顯著差異。五、學校行銷策略知覺度與學校認同度兩者呈現高度正相關。

關鍵字

學校行銷；學校認同度；公立國小家長

並列摘要

The purpose of this study is to explore the opinion of parents on the current status, the difference and the correlation between understanding and recognition of school marketing strategy in Long-Sing Elementary School, Taoyuan County. The literature analysis and questionnaire survey were used in this study. By reviewing the literature, the research framework and questionnaire were subsequently developed. The study population was composed of students’ parents in Long-Sing Elementary School and stratified to randomly sampling, from which 527 valid samples were obtained. SPSS12 statistical software descriptive statistics, reliability analysis, t-test, ANOVA, Scheffe test method, and Pearson correlation statistical methods were used for data analysis. Based on the findings, the conclusions drawn are as follows: 1. Higher perception of understanding school marketing strategy in Long-Sing Elementary School from parents was obtained. The best performance is on "promotion strategies ". 2. Higher recognition of school marketing strategy in Long-Sing Elementary School from parents was obtained. The best performance is on "behavior". 3. Statistically significant differences of opinion of parents on understanding school marketing strategy in Long-Sing Elementary School were obtained, due to gender, age, education, grade, studying in different districts. 4. Statistically significant differences of opinion of parents on recognition of school marketing strategy in Long-Sing Elementary School were obtained, due to gender, age, grade, studying in different districts. 5. Higher positive correlation between understanding and recognition of school marketing strategy in Long-Sing Elementary School was obtained.