因應少子化人口結構的變動，學校創新經營與行銷策略之探析─以桃園縣D國小為例

Study on School’s innovation management and marketing strategies in response to declining birthrate—A Case of D Elementary school in Taoyuan County

涂子玄(Tzu-Hsuan Tu)

指導教授 ： 吳克

健行科技大學/商學院/國際企業管理研究所/碩士(2014年)

https://doi.org/10.6824/UCH.2014.00023

摘要

由於少子化對國小帶來衝擊，學校班級數逐年下降，因而衍生出學校經費補助縮減、教師員額編制下降，造成超額分發現象；但以區域性粗出生人數分析看來，學校方面若予以適當之策略應用，整體招生人數仍有成長空間。
經個案研究與深入探討之後，本研究認為國民小學的創新經營，可以透過課程、設備的兩項創新，再加上內部認同，以提升整體優勢、校園活化，建構學習平台、品牌建立，引發學習動力、組織強化，倡導終身學習、掌握先機，發展學校特色等五項行銷策略運用，以因應少子化的危機。這些措施可以提高學習的競爭力，也會加深學校之間的競爭。

關鍵字

少子化 ； 創新經營 ； 行銷策略

並列摘要

This study is about the lowering birth rate impacted on the classes are being reduced. As a result, the school funds are reduced and the treachers arrangement declined leading the phenomenon of suplus teachers. According to the analysis of the regional numbers of birth, if schools apply the appropriate stategies, there will be still much room to improve the enrollment.
Through the case study and deep interviews, the research leads to the elementarty schools can face the crisis caused by birth rate by the innovation in curriculums and equipments, and the effective marketing strategies. Following are the 5 innovation management and marketing strategies. Internal recognition to enhance the overall advantages, campus activation to construct high-quality lifelong learning platform, brand-buliding to create the overall motivation, organizational strengthening to advocate the concept of lifelong learning, and opportunity grasp to develop school characteristics.

並列關鍵字

Low birth rate ； enrollment strategy ； marketing strategy

參考文獻

參考文獻

(1) 中華民國統計處戶政司全國人口分齡統計年報，民國一百年。

(2) 內政部，人口政策資料彙集，Population Policy Data Collection，國家網路書

店，五南文化廣場，民國101年。

(3) 文湘雲，轉型優質計畫對少子化下小校發展之研究－以兩所雲林縣國小為例，國立中正大學教學專業發展數位學習碩士論文，民國一百零一年。