我國師資培育大學進行教育行銷的分析－麥當勞化的觀點

The Analysis of Marketing Proceeded by Institutes of Teacher Education in Taiwan: The McDonaldization Perspective

蔡清田(Ching-Ten Tsai) ； 侯雅雯(Ya-Wen Hou) ； 鄭勝耀(Sheng-Yao Cheng)

《中等教育》 60卷4期 (2009/12) Pp. 32-58

摘要

本研究之目的在於借用Ritzer的麥當勞化理論作為思維架構，探討師資培育大學進行教育行銷時可能存在的麥當勞化現象，分析師資培育教育行銷時所面臨的正、負面衝擊，進而提出相關建議。在研究方法部份，採用立意抽樣方式，北、中、南、東四區選取師資培育大學教授10人和師資生九9人，共19人進行半結構式訪問。研究結果發現，多數受訪者皆肯定「行銷」的重要性，但卻存在著師資培育大學同質性高、缺乏專責單位、外部環境威脅以及內部人員行銷概念不健全等缺失。受訪者也提出以顧客需求為核心的行銷策略做為師資培育大學在規劃行銷活動時的未來發展方向，最後，本研究根據相關結論而提供一些建議以供參考。

關鍵字

麥當勞化 ； 師資培育大學 ； 教育行銷

並列摘要

The purpose of the study is to analyze the possible challenges in the teacher education marketing by using the McDonaldization as a thinking framework. For the method, purposive sampling was used to select the representative professors and students from ten institutes of Teacher Education in Taiwan. There are nineteen interviewees in total and semi-structure interview method has been adopted to analyze the results. Consequently, most interviewees approve the significance of ”marketing”, but they still mention several limitations in teacher education marketing, such as homogeneity between teacher education institutes, lack of the specialized units for planning the strategies, the threats of external environment etc. In addition, interviewees address the marketing orientation toward customer-needs as a future direction when the institutes of Teacher Education develop their marketing plans. Then finally, according to the conclusion, the researchers have some suggestions.

並列關鍵字

McDonaldization ； institutions of teacher education ； marketing of education