學校行銷的理念與實踐－以東莞台商子弟學校為例

The Concept and Practice of School Marketing: Model from Taiwan Businessmen's Dongguan School

吳建華(Chien-Hua Wu)

《學校行政》 53期 (2008/01) Pp. 175-191

https://doi.org/10.6423/HHHC.200801.0175

摘要

東莞台商子弟學校是第一所兩岸政府共同承認的台商學校，歷經創校的艱辛歷程，從無到有地邁入第七年。但隨著廣東珠江三角洲迅速發展，學校面臨的辦學壓力提高不少，家長對於學校的期待也相對提升；另外，海外辦學的特殊性質，也讓兩岸教師流動極大，學校可以說是處於一個常「變」的情境中。學校成立後，為壯大組織規模、增加學生來源及增進教學品質，提出「溫馨校園、全人教育、終身學習」三大辦學理念，並以「全人教育」為願景目標，透過六育（語文、資訊、才藝、生活、探索、環境）教育特色的打造，爭取台商及其子女對學校辦學的信任與支持。本文擬從「學校行銷」之視角，分析東莞台校成功辦學之理念與策略，故先就學校行銷之核心意涵作一說明；其次，分享東莞台校從事學校行銷之經驗，最後針對學校進行行銷之事宜，提出相關的結論與建議。

關鍵字

學校行銷 ； 教育行銷 ； 東莞台商子弟學校

並列摘要

Taiwan Businessmen's Dongguan School is the first Taiwanese school to be recognized by both governments of the People's Republic of China and Taiwan. After having experienced initial difficulties in establishing the school since its induction seven years ago, it has excelled and prospered beyond original expectations. With the recent boom in the People's Republic of China, Hong Kong, and Macau, the school has been slowly encountering more difficulties. Parents have increasing expectations from the school. Being an overseas school (from Taiwan) creates instability within our Taiwanese faculty. Therefore, the school is characterized an environment that changes constantly. The school is currently assessing the viability of a new, more modern vision development plan, which will ensure the promotion and sustained development of its bright future. This paper shared a few experiences of school market in Taiwan Businessmen's Dongguan School. According to the results of the study, conclusions and suggestions are proposed for school marketing in the concept and practice.

並列關鍵字

school marketing ； education marketing ； Taiwan Businessmen's Dongguan School

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