整合行銷傳播對提升技職院校品牌形象之研究－以中部某科技大學為例

A Study on the Effect of Integrated Marketing Communications on Improving the Brand Image of Technical and Vocational Colleges with a University of Technology Located in Central Taiwan as the Study Su

李城忠(Cheng-Jong Lee) ； 陳冠宇(Guan-Yu Chen)

《建國科大學報》 26卷4期 (2007/07) Pp. 43-68

摘要

在台灣的經濟發展上，技職教育體系有著相當重要的貢獻，然而技職院校及普通大學之數量快速擴增，以及適齡的學生人口數逐年遞減的影響，技職院校正面臨著學生報到率逐年下降的壓力。本研究採用問卷調查方法，據以分析中部某科技大學學生對整合行銷傳播技術及績效的影響程度，並探討行銷傳播技術、傳播績效與學校品牌形象之間的關係。總共發放500份問卷，回收有效樣本為418份，問卷回收率為83.6%。經資料處理與統計分析復，獲致下列主要結論：
一、整合行銷傳播技術對技職院校品牌知名度具有顯著正向影響。
二、整合行銷傳播技術對技職院校學生就讀意願具有顯著正向影響。
三、整合行銷傳播之績效（品牌知名度）對技職院校品牌形象具有顯著正向影響。
四、整合行銷傳播之績效（學生就讀意願）對技職院校品牌形象具有顯著正向影響。
五、不同人口統計變項的之技職院校學生對整合行銷傳播技術有顯著差異。
六、不同人口統計變項的之技職院校學生對整合行銷傳播績效呈顯著差異。
七、不同人口統計變項的之技職院校學生對技職院校品牌形象呈顯著差異。
綜合以上結論：建議透過整合行銷傳播，將經費用於最具行銷效果的招生宣傳上，亦即用最少的學校資源，將可大幅提升學生的就讀意願。

關鍵字

整合行銷傳播 ； 技職教育 ； 品牌形象

並列摘要

Technical and vocational education is a very important component in Taiwan's educational system. It has contributed significantly towards the economic development of Taiwan. Due to the rapid increase in the number of post-secondary educational institutions and the decrease in the total of number of students in Taiwan, technical and vocational colleges are facing the problem of decreasing student enrollment. This research utilizes the survey method, using affiliates of a technical university in central Taiwan as the sample population to investigate their effect on the conducts of integrated marketing and the results, as well as investigate the relationship among marketing communications conduct, communications results, and the schools' brand image. A total of 500 surveys were sent out, 418 surveys were returned, with a return rate of 83.6%. After data and statistical analysis, the above results conclude: When utilizing integrated marketing communications, funds should be spent on techniques that have the best results to better utilize school resources and significantly increase the students' willingness to enroll.

並列關鍵字

Integrated Marketing Communications ； Technological and Vocational Education ； Brand Image