行銷策略應用在高中職教育之研究初探

The Pilot Study of Educational Marketing Strategy In Applying High School/Vocational High School

曾光榮(Kuang-Jung Tseng) ； 杞伯特(Po-Te Chi)

《全球管理與經濟》 3卷2期 (2007/12) Pp. 87-105

https://doi.org/10.6565/JGME.2007.3(2).5

摘要

本研究旨在探討目前國內高中職教育應用行銷策略的情形以及教育行銷積極程度和滿意度間的相關。研究者以自編之「學校教育行銷滿意度調查問卷」作為研究工具，針對同時設有高中、高職的學校之學生為調查對象，進行抽樣調查；初步以三所同時設有高中、高職的學校之學生為對象，共224名；以教育行銷作為主題，探討高中職學生對於學校教育行銷的看法。研究結果顯示：1.整體而言，學生認為學校推動教育行銷的積極程度平均分數為3.74分，是屬於滿意的程度。2.學校經常舉辦的教育行銷活動，依序為：開放參觀活動（73.7%）；舉辦研習營及其他活動（66.1%）；將本校相關訊息上網公告（65.6%）；發行校刊宣傳本校辦學成果（65.2%）；積極參加社區活動（58.9%）；舉辦各種活動邀請社區人士參加（58.5%）；贈送印積極參加社區活動（51.3%）。3.不同年級間對學校教育行銷積極程度間有顯著差異，其中三年級對於學校推動教育行銷積極程度的滿意度高於一年級學生。4.不同性別、不同年級學生，對於校教育行銷滿意度間沒有顯著差異。5.不同地區的學生，對於校教育行銷滿意度間有顯著差異，其中北部地區學生的滿意度高於中部和南部地區學生。6.學生對於學校教育行銷的滿意度均落在3.5-4.5之間，屬於滿意的程度。滿意度依序為：採用人員策略來行銷的為3.98分，用產品策略來行銷的為3.94分，採用價格策略來行銷的為3.91分，採用設備策略來行銷的為3.88分，採用通路策略來行銷的為3.88分，採運用組合策略來行銷的為3.88分，推動教育行銷成效的程度為3.88分，採用流程策略來行銷的為3.83分。7.教育行銷的積極程度和教育行銷成效滿意度間有顯著相關。也就是學生認為學校教育行銷積極者，對於學校的教育行銷成效的滿意度較高。

關鍵字

高中 ； 高職 ； 教育行銷策略 ； 價格策略 ； 通路策略 ； 人員策略 ； 設備策略 ； 流程策略 ； 產品策略 ； 組合策略

並列摘要

The study aims to explore the situation of application of marketing strategies to domestic high school/vocational high school and the correlation between the degree of aggressiveness of education marketing and satisfaction. This research will focus on educational marketing strategy. Survey research and stratified random sampling which is adopted in different schools. Then, the questionnaires are using for schools' students of high school/vocational high school. There are 3 schools total 224 questionnaires According to the research finding by statistic methods, conc1usions were drawn as bellow: 1. In general, the average attitude for launching educational marketing strategy in majority of high school/vocational high school. 2. The order of education marketing activities often conducted by domestic higher education schools were: opened up school to public and welcome visits (73.7%); held learning camp and other activities (66.1%);published school information on Internet (65.6%), issued school publications to give publicity to the resu1ts of running the school (65.2%), and actively participated in community activities (58.9%), held various activities and invited community people to participate (58.5%), issued leaflets and distributed giveaways on which have school name and introduction (51.3%). 3. Different degrees of students with aggressiveness to education marketing had significant difference. 4. There was not significant difference between male students and female students. 5 There was not significant difference between degrees students. 6. The correlation between satisfaction and aggressiveness to education marketing had reached significant level.

並列關鍵字

High school ； Vocational high school ； Educational marketing strategy Price strategy ； Place strategy ； Promotion　strategy ； Product strategy ； People strategy ； Physical Evidence strategy ； Process Management strategy