學校行銷研究的回顧分析：以1989~2014年臺灣期刊論文為範疇

近年，學校行銷相關研究勃興，形成哪些發展與研究走向，殊值探討。本研究主要目的在分析臺灣地區歷年（1989~2014）來學校行銷期刊論文的研究成果與缺口。採用內容分析法分析臺灣期刊論文索引系統可查詢的126篇期刊論文。研究中採描述性與評鑑性兩種層面的分析架構，前者包含研究典範、研究方法、學校層級、學校性質、研究對象、行銷向度與相關變項等項目，研究發現各項目的發展並不均衡，整體上偏向質性典範、論述性方法、國小層級、無分公私性質、無特定對象與外部行銷。後者則評析研究論文中應用策略性行銷架構的程度，採Kotler與Andreasen（2008）的觀點為基準，包含分析、策略研擬與行銷執行等內涵，研究發現多數研究者並未能對學校進行完整的策略性行銷架構的檢視。搭配不同時期的分析，梳理出學校行銷研究的走向，藉以提升探討的深度。最終，研究提具建議，提供未來學校行銷研究時參考。

關鍵字

內容分析；策略性行銷；期刊論文；學校行銷

並列摘要

In recent years, researches related to school marketing are growing prosperously. What research trend and direction are formed is worth being explored further. The purpose of this study is to analyze the research results and gaps of journal articles on school marketing, which were published in Taiwan during the period of 1989~2014. Content analysis was used to analyze 126 articles collected from PerioPath Index to Taiwan Periodical Literature System. A two-dimension analysis framework, description and assessment, was adopted. The former included items, such as research paradigm, method, school level, school nature, subject of interest, and marketing direction. It is found that the development among each item is not balanced, tending to qualitative paradigm, descriptive method, elementary school level, non-public or non-private schools in nature, unspecified subject and external marketing. Based on the viewpoints of Kotler and Andreason (2008), the latter evaluated and analyzed how strategic marketing theory was applied to schools discussed in those journal articles, including analysis, marketing strategy planning, and the implementation of marketing strategy. It is found that most of the schools do not have a complete strategic marketing plan. Combined with different time period, the research direction on school marketing is identified to broaden the depth of discussion. Finally, this study provides suggestions for future research on school marketing.