應用Google Analytics掌握學生來源

由於少子化趨勢，許多大學尤其是科技大學面臨招生的挑戰。網際網路的發達以及網路社群媒體的盛行，讓傳統的招生模式面臨挑戰。本研究以某醫學大學A，B兩學系為研究對象，應用Google Analytics收集個案學系系學網頁訪客的瀏覽行為資訊，並分析這些訪客的行為特質，作為學系研擬招生行銷策略之參考。A學系資料收集期間自2019／2／25－2019／3／21，以及2019／3／22－2019／05／16止。B學系資料收集期間自2018／2／26－2018／3／22，以及2018／3／23－2019／05／16止。研究結果發現：A與B學系網頁訪客探訪的網頁內容著重在課程設計、科目學分、師資介紹、相關證照與最新消息。訪客停留學系網頁時間最久為：學生榮譽、競賽活動。個案學系學生以女性居多，網頁訪客也以女性居多。訪客年齡大都為18－24歲，以年輕族群居多。訪客居住區域以中壢、桃園與彰化居多。訪客興趣取向以旅遊和教育居多。建議學系未來在系網頁的設計，可以強化訪客所關心的課程設計、師資以及學生榮譽等的介紹。

關鍵字

校務研究；網路行銷；招生策略； Google Analytics

並列摘要

Due to the trend of declining birthrate, the universities in Taiwan are facing the challenge of enrollment. The development of the internet and the prevalence of online social media have changed people's consumption behavior, which also challenges the university's traditional enrollment strategy. This study used two departments of a medical university in Taiwan as a research object, and used Google Analytics to collect behavior information of these two departments' webpages. The data collection period was from 2019/2/25- 2019/05/16 and 2018/3/23-2018/5/16. The content of the webpage seen by the visitors to these two departments focuses on curriculum design, subject credits, teacher introduction, relevant licenses and latest news. The students in these two departments were mostly female, and the number of visitors who the websites were also mostly female. Visitors were mainly 18-24 years old and 25-34 years old. The majority visitors were lived in Zhongli, Changhua, Hsinchu and Taoyuan. The visitors were mostly interested in the education and tourism websites. We recommend that to make the curriculum more interesting and useful for the students. That should be a re-design of the department future webpages.