因應人口結構中「少子化」與「多元化」之學校行銷策略 -----以豫章工商為例

Developing marketing strategies for private vocational school to face the challenge of declining birthrate and increasing emigrants –The case of Yu Chang vocational school

馬玉蘭(Yu-Lan Ma)

指導教授 ： 陳家祥

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

摘要

教育的發展史觀之，教育可分爲「文化的教育」及「職業的教育」二類，而教育體系中等教育的發展過程，至今也有了高中、高職、綜合高中等樣態的出現；而由於內外在環境的變遷，知識經濟時代的來臨，國內人口數的下降、新住民人口的增加、教育改革、教育經費的困窘、證照制度未落實等的影響，在面臨高度競爭的情形下，私立高職必須有適當的行銷策略以為因應，才得以永續經營。
本研究以新北市私立豫章工商為研究主體，以文獻分析、問卷調查及深入訪談法分析其競爭優劣勢，研究結果發現：1.在環境優勢上，交通方便或離家近影響學生選擇就讀意願；2.少子化的現象是每個學校都會面臨的問題，提早擬定好的行銷策略的準備才能使其衝擊最小 ; 3.發展學校特色方面，各科都應發展特色，以吸引特殊需求的學生；4.內部行銷、外部行銷、互動行銷三管齊下才能有效達成行銷策略目標。
針對上述的研究結果和發現，研究者歸納出如下的建議：
(一)學校應加強與師生溝通，共同型塑未來願景；(二)採取策略聯盟方式，增加學校的競爭優勢;(三)運用媒體資源，突顯學校特色;(四)獎勵優秀國中畢業生「就近入學」，提供優渥獎學金;(五)與國中培養友好關係，建立口碑行銷;(六)協助新住民女性，提供專業學習的機會;(七)實施優質適性的教學，吸引學生就讀。

關鍵字

少子化 ； 多元化 ； 學校行銷策略

並列摘要

The recorded history of education can be divided into two types: Education for culture and Education for work. During the development process of secondary school education, there are three forms of high, vocational, and comprehensive high schools in Taiwan. Due to the effects of the changes of internal and external environment, the coming era of knowledge-based economy, the birth rate going down, the population of the new inhabitants going up, the innovation for education, shortcomings of educational costs, and insufficient certificates, there must be some suitable marketing strategies for vocational schools. And then the schools will last forever.
The study based on Yu Chang vocational school, using the methods of Documentary Analysis, Questionnaire Survey, In-depth Interview to analyze the priority of competitions. The results are listed below: 1.On the circumstances, the students’ willingness to school can be affected by the convenient traffic or the distance between home and school. 2.Facing up the number of newborn babies in Taiwan continued to fall. Then the impacts of schools could be smaller. 3.Development of characterized departments is helpful for enrolling students with special needs. 4.Using three strategies, Internal marketing, External marketing, and Interactive marketing, can reach the purpose.
The corresponding analogies regarding the study are:
(一)The communication between teachers and students must be more. (二)To build strategic alliance can have more advantages. (三)Schools advertizing and marketing unusual characteristics will be well-known. (四)To provide scholarships for the best students who live nearby. (五)To have a great relationship with the junior high school. (六)To provide the learning chances for the children of new inhabitants. (七)Carrying out the best and suitable teaching attracts students to study.

並列關鍵字

declining birthrate ； increasing emigrants

參考文獻

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