- 期刊
- OpenAccess
學校行銷策略對學校形象之影響-以互動行銷為調節變數
The Influence of School Marketing Strategy on School Image: The Moderating Effect of Interactive Marketing
摘要
近十年來台灣因少子化帶來學生人數急遽下降的現象，學校面臨招生困難與經營瓶頸。為了提高招生效果，近幾年學校透過適當的行銷策略，除了塑造出學校的特色與優質文化，以提升注重學校形象之外，更舉辦許多互動活動努力經營與學區家長的聯結，希望能將辦學理念傳達給學區家長與社會大眾，鞏固學區內的學生來源，更期待可以吸引學區外的學生前來就讀。過去在學校行銷相關研究的文獻中，大多直接以行銷策略對學校形象提升的影響作相關性探究，但是在互動行銷的部分較少相關研究。然而一個好的行銷策略，是透過良好合適的互動，才能有效達到學校形象提升的目的，因此本研究進一步探討互動行銷是否會調節學校行銷策略對學校形象提升的影響，並依據研究結果提出行銷策略建議與管理意涵。
並列摘要
Over the past decade, all schools face difficulties in enrollment and operations due to the he declining birth rate in Taiwan. In order to improve the effectiveness of student enrollment, schools have adopted appropriate marketing strategies to create school characteristics and enhance school image. This study aims to investigate the influence of the marketing strategies on school image. Furthermore, to understand the perceptions of parents and students, this study explore how interactive marketing interferes with the relationship between marketing strategies and school image. Based on the results, this study provides some suggestions for marketing strategies and management implications.