應用DEMATEL探討大學招生行銷之關鍵因素分析

過去少子化的研究多為「以學校立場、老師觀點」出發，疏於「行銷市場趨勢」的概念進行分析，以「教育市場化觀點」探討大學招生行銷關鍵因素，藉由Kotler（1996）購買決策過程之資訊蒐集：個人來源（Personal Source）、商業來源（Commercial Source）、公共來源（Public Source）、經驗來源（Experience Source）四大構面共二十四準則，輔以決策試驗與平價實驗室法（Decision Making Trial And Evaluation Laboratory; DEMATEL）因果關係有效分析大學招生行銷關鍵因素。研究結果發現，就整體構面而言「D_2 商業來源」構面乃影響招生行銷之主要肇因構面，「D_4 經驗來源」構面乃招生行銷之被影響構面；就整體準則而言，「C_1 自己的夢想」、「C_(13) 大學校系網站」、「C_(14) 大考中心招生訊息」準則乃影響招生行銷之主要三項肇因準則，而「C_(18) 考場服務站」、「C_(17) 進班宣導」、「C_(21) 父母經驗」準則乃招生行銷之被影響準則。故本研究結論應優先重視高中生對未來的夢想規劃；其次，資訊化時代應重視大學校系網站；再者，面對全國統一的升學資訊應詳盡揭露系所招生訊息。

關鍵字

少子化；招生行銷；決策試驗與評價實驗室法

並列摘要

In the past, the most studies of decline birth rate focused on the perspective of school, the view of teacher and lack of by the view of market trend. The study on the critical factor analysis for enrollment marketing of university by the view of education marketing, including personal source, commercial source, public source, experience source (Kotler, 1996). This study will adopt DEMATEL (Decision Making Trial And Evaluation Laboratory) to solve effectively the problem of many research methods of the past and analyze causal relationship of enrollment marketing. The result shows that D_2 Commercial Source is the cause in the overall dimensions and C_1 My Dream, C_(13) Website of Department of University, C_(14) Recruit Information of the College Entrance Examination Center are the cause in the overall criteria. D_4 Experience source is the final affected cause in the overall dimensions and the C_(18) Service Station in Examination Hall, C_(17) Promotion in Classroom of High School, C_(21) The Experience of Parents are the final affected cause in the overall criteria. Therefore, the conclusions are as follows: (1) emphasize on high school students’ dream of future planning, (2) emphasize on the website of department of university, (3) describe the recruit information for detail.