學系經營策略組合與學生選讀影響之關鍵指標－DEMATEL方法在時尚造型系之應用

Key Factors Related to Students in Choosing the Department on Marketing Strategist-Product Mix by DEMATEL Method - An Example of the Department of Fashion Styling

嚴文位(Wen-Wei Yen)

《華人前瞻研究》 12卷2期 (2016/11) Pp. 1-20

摘要

本研究探討學系經營行銷策略組合對學生選擇影響之關鍵指標為何，並以時尚造型系為例。運用美國行銷學家McCarthy（1964）四大行銷策略理論及行銷策略分析，行銷策略包含：產品策略（Product）、價格策略（Price）、通路策略（Place）、促銷策略（Promotion），以上述四大行銷策略指標，探討影響學生就讀流行時尚設計相關科系關鍵指標之選擇因素。運用決策實驗方法（DEMATEL）對高中職學生、大學一年級學生、高中職教師、大學教師進行調查。資料分析顯示，影響學生選擇學校主要原因有：國、私立學校差異、居住區域的差異、交通便利性、學校是否有知名度、學校的形象、學生表現、設備及師資的完善程度。

關鍵字

時尚造型 ； 教育行銷 ； 行銷策略 ； 決策實驗法 ； DEMATEL

並列摘要

This research is studying how the marking strategy, product mix, of a school department can affect the key factors concerning students in choosing the department. Also, I use the Department of Fashion Styling as an example in this study. I first exerted the four product mix of the American marketer, E. Jerome McCarthy (1964): product, price, place and promotion, to elaborate what the key factors are to make students choose to study in the department of fashion styling. I had applied the Dematel method to the students of senior high schools and senior high & vocational schools, university freshmen, senior high school teachers, and college instructors. Based on my analytical data, it has indicated that there are a few factors that influence students in making their choice; namely, they are the differentiation of public and privet schools, the differentiation of deferent inhabited areas, the convenience of transportation in that area, the fame and image of schools, the performance of school students, school faculty and even schools’ equipment and facilities.

並列關鍵字

Fashion Styling ； Educational Marketing ； Marketing Strategy ； Decision Making Trial and Evaluation Laboratory (DEMATEL)