我國大專校院面對少子化挑戰之行銷策略研究

Marketing Strategy for Taiwanese Colleges under the Challenge of Declining Birth Rate

唐巍芬(Wei-Fen Tang)

指導教授 ： 李培齊

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.01025

摘要

本研究旨在探討各大專校院面對少子化的挑戰，學校對於行銷策略方案運作現況、策略的配合及其相關性，研究過程運用訪談方式，希望藉此了解教職員生的在少子化的衍生問題下，各大專校院運用行銷理念所規劃招生策略，對於教師、學生各方面的影響。
經資料分析後，本研究獲致以下結論：一、整體而言，各大專院校以行銷為導向的招生行銷策略，確實能吸引學生報考，然而過多的宣傳，卻會導致學生對該校的觀感降低；二、面對少子化衝擊，各大專校院進行系所重整，以提升組織競爭力，卻未有完善的配套措施，進而影響了教師教學績效及學生授課品質；三、面對少子化衝擊，教師已具有危機意識，然而學校裁減教師策略，造成教師士氣低下。
最後，研究者根據研究結果，針對目前面對少子化挑戰之學校，在學校經營、校務發展、招生策略、行政運作等相關應用策略上提出後續建議，冀能對未來各大專校院有所助益。

關鍵字

少子化 ； 行銷策略 ； 系所重整

並列摘要

The purpose of this research was to discuss how Taiwanese higher institutions, having faced with the challenges of declining birth rate, evaluate their marketing plans under current situations and coordinate relevant strategic activities. This study conducted several interviews. Hopefully, the impact of marketing concept adopted by higher institutions to engage recruitment would be explored, be it on the faculty or on students.
After data analysis, this research obtained the following conclusion: (1) In general, all colleges using the marketing-oriented strategy can attract student to apply to schools, however, too much publicity will lead to a reduced image perception from students; (2) Facing the impact of declining birth rate, all colleges reorganized academic departments to enhance competitiveness, however, teaching effectiveness and quality suffered by not having necessary supportive initiatives along with the reorganization; (3) Facing the impact of declining birth rate, faculty’s awareness of the crisis had gone, however, low morale ensued from cutting down the number of faculty members.
Finally, recommendations regarding institutional management and development, recruitment strategies, and other related administrative policies under the challenges of declining birth rate were proposed in this study. Hopefully, the recommendations would be helpful to all the universities and colleges in the future.

並列關鍵字

Declining Birth Rate ； Marketing Strategy ； Departmental Reorganization

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