私立大學招生策略之探討－以S大學為例

A Study on University Recruiting Strategies: A Case Study of S University

吳金雄(Chin-Hsiung Wu)

《明道學術論壇》 9卷1期 (2014/03) Pp. 3-18

摘要

大學校系的選擇是人生的一個重要決定，因為此決定會影響學生的整個生涯規劃、未來事業及成就。但學生對於大學校系選擇的觀點是什麼？本研究旨在瞭解影響大學生選校的決策因素、學生對學校的滿意度，以建立私立大學招生分析模式，協助其達成招生目標。根據本研究實證分析，可歸納出以下結果：1.學生選校因素之重要性依序為就業取向、學習取向、聲望取向、生活取向；2.學生選擇大學較重視學系考量及就業考量；3.不同家庭背景的學生在大學選擇看法上有差異。本研究結果可供私立大學制定招生策略參考。

關鍵字

私立大學 ； 大學選擇 ； 學校滿意度 ； 招生策略

並列摘要

For many students, choosing a college or a major is a vital decision determining their entire life plan, success, and professional career. However, what are the students' viewpoints about choosing universities and majors? In order to assist private universities in achieving enrollment goals, particularly for understanding undergraduate's student enrolment data, we examine the critical factors about undergraduates' university choices, the student satisfaction in university evaluation, especially focusing on family backgrounds. The empirical study shows as follows. 1) With regard to the critical factors of university choice, career-oriented, learning-oriented, reputation of the school, and living convenience were ranked, respectively. 2) College department and employment opportunities in the future were the major factors for freshmen to consider in university choice. 3) The attitude of students to select the college for advanced studies was significantly different among various family background. The result of this paper could provide the suggestion on the ploy of attracting and recruiting students for private universities.

並列關鍵字

private university ； university choice ； student satisfaction in university evaluation ； recruitment strategies