教育行銷研究的發展分析與展望

本研究的主要目的，主要在瞭解我國教育行銷研究的現況，分析教育行銷研究的內容，並對未來的發展提具建議。研究對象係針對我國歷年（一九八五年首度發表迄今）學位論文中，以教育行銷為主題的研究，進行文獻分析，以明瞭教育行銷研究在研究數量、研究主題、研究者背景、研究工具、研究對象與機構類別、研究典範、研究方法、研究目的及統計方法等方面的發展，期以透過研究的深度反省，釐析教育行銷研究的發展，以作為未來研究之參考。依據研究目的，蒐集台灣地區以教育行銷為研究主題的學位論文，進行內容探究，依研究結果提出下列結論和建議： 1．研究主題以教育機構行銷為主，宜導入全面行銷的深入探討。 2．早期的相關研究多由管理學門發端，成教領域中繼，師範校院體系尤應重視與發展。 3．研究工具傾向自行創制，宜強化專業檢核，並發展指標與量表。 4．研究對象以教職員和管理者為主體，宜配合顧客導向切入。 5．研究範圍以高等教育和國小為主，宜朝向中學和幼教領域的探討。 6．研究對象以公立性質最多，應增加私校探討，並進行對照比較。 7．研究典範以量化為主流，應加強質量統合的研究典範。 8．研究方法以調查法最多，建議朝向多元的研究法發展。 9．偏向應用性之研究目的，應兼重基礎研究與行動研究。

關鍵字

教育行銷；行銷研究；學位論文

並列摘要

The main purpose of this study is to understand the present status of educational marketing researches in Taiwan, analyze the contents, and make recommendation on future development. We focused on the dissertations that explored educational marketing and published over the past two decades (from 1985 to the present) to conduct a literature analysis. We tried to examine the development of research quantity, topics, background of researchers, tools used, subjects and institution classification, paradigms, methods, purpose and statistical methods. Through deep reflection, it is expected that the research development would be clarified for the reference of future study. According to research purpose, the dissertations, which explored educational marketing in Taiwan area, were collected to conduct content analysis. Based on research results, we came to the following conclusions: 1. Educational institution marketing was the main research topic. Multi-faceted marketing should be introduced for further study. 2. Relevant researches in earlier days were started from the viewpoint of management science, and continued on adult education. Education universities should put more emphasis on marketing and development. 3. Research tools tended to be self-created. Professional examination should be introduced and strengthened, and indexes and rating scales should be developed. 4. School faculty and management are major research subjects. The concept of customer-oriented should be introduced, and combined to other research subjects. 5. Researches were concentrated on higher education and elementary schools. The research area should be extended to include middle schools and preschool education. 6. Public schools were major research subjects. Private schools should be added to discussion and a comparison should be made between public and private schools. 7. The mainstream of the research paradigms were quantification. The research paradigms, which combine quantity and quality, should be strengthened. 8. Investigation was the main method used for research. It is recommended that research methods should be moved toward multi-faceted development 9. Research purposes were inclined to application. Fundamental and action research should be stressed.