國民小學學校行銷運作之研究

on the Operation of Marketing Strategies in Elementary Schools

張淑貞(Shu-Chen Chang) ； 楊杏琳(Xing-Lin Yang)

《學校行政》 64期 (2009/11) Pp. 78-97

https://doi.org/10.6423/HHHC.200911.0078

摘要

目前公立國民小學普遍缺乏行銷經費與人力資源，致使各項行銷策略無法推展，但是面對環境的變遷與時代潮流，學校行銷確實有實施之迫切性。本文將學校行銷相關文獻加以綜合整理，就國民小學學校行銷之運作提出幾點建議，以供學校與教育主管機關參考：
一、對教育主管機關的建議
教育主管機關應經常辦理各項行銷課程或相關研習，以建立學校成員行銷觀念。此外，教育單位主管應編列學校行銷經費預算，以協助學校設置行銷單位，進而能訂定具體的行銷策略，提升學校行銷成效。
二、對學校的建議
學校應積極灌輸教職員工全員行銷之理念，並且建立獎勵制度，公開表揚行銷績效卓著的教職員工。此外，學校單位也需經常鼓勵教師參與相關進修與研習，以落實各項行銷策略，並而提昇學校整體形象。

關鍵字

行銷 ； 學校行銷 ； 學校行銷策略

並列摘要

Marketing strategies can not work due to lacking marketing funds and human resources for public elementary schools. In rapidly social changes, it is an important to make marketing for public elementary schools. Our paper summarized previous studies about school marketing and then proposed the following suggestions:
A. Suggestions for government department of education
Government management of education should frequently institute a various marketing classes or relevant seminars, as well as structure the concepts of marketing and budget for school marketing. In addition, these departments may assist schools to establish marketing teams, develop marketing strategies, and increase the effectiveness in school marketing.
B. Suggestions for the institute of education
The institute of education should positively teach concepts of marketing in school members and establish awarding systems for good faculties. The institute of education may also encourage teachers to attend related studies and seminars in order to practice various marketing strategies and promote the image of school.

並列關鍵字

marketing ； school marketing ； school marketing strategies

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