一所國小行銷策略的個案研究

本研究旨在探討行銷策略在學校的應用。本研究方法採個案研究法，分為三個步驟，第一階段為投入階段，分別發展個案國小內外部因素評估矩陣；第二階段為配適階段，亦即從上述矩陣導引出個案國小威脅－機會－劣勢－優勢矩陣及總體策略矩陣；第三階段為決策階段，即形成量化策略規劃矩陣。本研究提出下列結論：1.擬定吸引學生有效策略計畫，以減少逐年減班的壓力；2.擴大參與討論層面，發揮TOWS矩陣的功能；3.運用藍海策略，發展學校特色；4.實施策略聯盟，整合內外資源；5.成立特殊才藝班，提供差異化服務；6.強化行銷策略，面對新的挑戰和學習。

關鍵字

行銷管理；行銷策略；個案研究

並列摘要

This study aims at exploring the application of marketing strategies practicing at school. This research is divided into three stages according to the case study methodology. The first stage is an input stage, There are external factor evaluation (EFE) matrix of the school and internal factor evaluation (IFE) matrix. The second stage is a matching stage. Based on the above-mentioned analysis, the TOWS matrix and GSM matrix of the school are introduced in this case study. The third stage is the decision-making, which is the formation of quantitative strategic planning matrix (QSPM). This study proposes the following conclusions: 1. Draws up attracts the student effective strategy plan, reduces the class year by year the pressure; 2. The expanded participation discussion stratification plane, displays the TOWS matrix the function; 3. Utilizes the blue ocean strategy, develops the school characteristic; 4. Implementation strategy alliance, conformity inside and outside resources; 5. The being established special talent and skill class, provides the variation service; 6. Strengthened marketing strategies, facing new challenge and study.