教育行銷在學校經營之應用

Apply the Educational Marketing to School Management

陳啟榮(Qi-Rong Chen)

《教育經營與管理研究集刊》 8期 (2012/01) Pp. 59-80

https://doi.org/10.6713/BEEM.201201_(8).0003

摘要

學校績效、學校品牌、口碑、形象、教師素質、學生成就，乃是家長與學生未來選擇學校就讀的重要指標。少子化已成為不可避免的潮流，學校唯有強化競爭優勢與推展教育行銷才能永續經營。本研究之主旨乃是在探討教育行銷，並嘗試應用於學校經營上面。教育行銷的內涵主要涵蓋教育行銷三角（包含：學校、教職員工與家長）與教育行銷組合（包含：產品、價格、通路、推廣與人員）二大部分。最後，提出應用在學校經營上的策略。如下所述：一、展現學校辦學特色；二、充分運用各種教育行銷管道；三、實施學校策略聯盟；四、經營學校公共關係。

關鍵字

教育行銷 ； 學校經營 ； 競爭優勢

並列摘要

Owing to the above phenomenon, school performance, school brand, prestige, image, teacher quality and student achievement become an important indices of parents and students choosing their future school. Schools have to strengthen their competitive edge and promote educational marketing in order to survive when the low birth rate has become an inevitable trend. The main purpose of the study is to explore educational marketing and try to implement in school management. The educational marketing contains two parts: educational marketing triangle (including school, staff & parent) and educational marketing mix (including product, price, place, promotion & people). Based on this study, four suggestions are made as follows:1.perform school characteristics; 2.use many kinds channels of educational marketing; 3.implement the school strategy alliance; 4.manage school public relations.

並列關鍵字

educational marketing ； school management ； competitive advantage

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