學校行銷策略在選校決策與其因素間的角色

近年來，台灣少子化浪潮逐漸衝擊教育體系，加上高等教育過度擴張，大學院所傳統招生方式已成過去式，學校未來發展方向及招生規劃，取而代之以消費者導向行銷方式之招生策略為主要趨勢。本研究主要探討大學生選校決策的影響因素，學校如何運用4P行銷策略，以強化學生對選校決策的意願，以高雄地區某私立大學學生為實證對象，檢視本研究所提出的假說。藉由問卷調查法蒐集241個樣本資料，將有效回收樣本之學生基本資料，進行敘述性統計分析以瞭解樣本的結構分佈情形。並運用SPSS統計分析套裝軟體來分析問卷回收所蒐集的資料。研究結果顯示，學校形象之教師教學會顯著地影響選校決策，家庭背景則不會影響選校決策。此外，行銷之產品策略在教師教學與選校決策間關係扮演一個正向調節的角色，然而，價格策略則是負向調節教師教學與選校決策之生活取向間的關係，通路策略則負向調節教師教學與選校決策之學習就業取向間的關係。

關鍵字

選校決策；學校形象；家庭背景；學校行銷策略

並列摘要

In recent years, university recruitment strategies have shifted from traditional recruitment process to consumer-based marketing under the impact of Taiwan’s declining fertility rate and rapid expansion of higher education. According to the trend, this study explores the determinants of school choice, and how universities affect students’ school choice by utilizing the 4P marketing strategies (including product, price, place, and promotion strategy). Using 241 responses from students in one private university of Kaohsiung, this study examines the distribution of sample structure and the hypotheses that we develop. Our results indicate that teacher teaching has a positive and significant effect on school choice, whereas family background has no effect. Moreover, the effect of teacher teaching on school choice is moderated by product strategy of 4P marketing. However, price strategy negatively and significantly moderates the relationship between teacher teaching and campus life dimension of school choice. Place strategy negatively and significantly moderates the relationship between teacher teaching and academic environment dimension of school choice.