學校行銷策略與學校形象知覺之研究—以桃園縣某公立國民小學為例

本研究旨在探討公立國民小學家長對學校行銷策略與學校形象知覺度的現況、差異情形及相關性。以桃園縣龍潭鄉武漢國民小學為研究個案，並以該校學生家長為母群體，採分層抽樣方式以問卷調查法進行調查，並運用SPSS17統計軟體進行描述性統計分析及資料分析，並根據研究結果提出結論與建議。本研究結論如下：一、個案研究學校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、個案研究學校在學校形象知覺度上屬於高度知覺，以「校長領導層面」層面表現最佳。三、個案研究學校家長因學歷、職業、是否為原住民、有無接受學雜費代辦費或午餐費補助，對學校行銷策略知覺度有顯著差異。四、個案研究學校家長因年齡、學歷、職業、有無接受學雜費代辦費或午餐費補助，對學校形象知覺度有顯著差異。五、學校行銷策略知覺度與學校形象知覺度兩者呈現高度正相關。

關鍵字

學校行銷；學校形象；公立國小家長

並列摘要

A case study was designed to investigate on the status of the public primary school marketing strategy and image perception of the school in the different circumstances and relevance. Questionnaires of parents of elementary school students for the mother colony, mining stratified sampling, and statistical software SPSS17 descriptive statistical analysis and data analysis was performed. The summary conclusions are as follows: 1.Parents in the school is highly perceived perception of the marketing strategy and the image of the school . The best performance is on "promotion strategies ". 2.There are significant differences in the perception of the marketing strategy for the school and the image of the school . . The best performance is on " Principal leadership level ". 3. Statistically significant differences of opinion of parents on understanding school marketing strategy in case studies school were obtained, due to education, occupation, whether indigenous or without accepting tuition or lunch subsidy. 4. Statistically significant differences of opinion of parents on the image of the school strategy in case studies school were obtained, due to age, education, occupation, whether the acceptance of tuition or lunch subsidy 5.The perception of the school and school marketing strategies were highly positive correlation between these two images.