私立大學學校行銷策略認知建構與轉型之研究

A study on the Cognitive Construction and Transition of School Marketing Strategies for Private Universities

顏如妙(Ju-Miao Yen)

《兩岸職業教育論叢》 2卷1期 (2018/10) Pp. 21-31

https://doi.org/10.6685/ASVEJ.201810_2(1).0004

摘要

近年來，少子化與全球化已經對台灣高等教育機構之經營產生相當大的衝擊與挑戰，這兩股勢力將同時敦促著台灣各大學積極轉型成為具有特色與競爭力的教育組織。而為了讓顧客（學生與家長）認識其價值，如何建立一套有效可行的行銷策略，以吸引更多及優質的學生就讀，已成為相關經營管理者和從業人員不可迴避的重要課題。主要之研究目的包括以下三點：（1）在轉型趨勢下，私立大學學校行銷策略之模式、型態為何？（2）國內外私立大學發展過程中，曾採用哪些成功行銷手法以達成轉型目標？（3）適合國內私立大學的各項學校行銷策略，其優先順序為何？本研究以瞭解私立大學行銷策略內涵為主要目標，藉由國內外相關主題文獻之整理，瞭解過往主要概念內涵，包括學校行銷策略之定義、功用、類型及推動程序等，以建立基礎理論概念與架構，將學校行銷策略歷程區分為「目標設定」-「內容規劃」-「推動執行」等三大區塊，採用層級分析法（Analytic Hierarchy Process，AHP）作為主要研究工具，分別調查從教師、學生及產業專家意見以建構對私立大學行銷策略內涵之認知與優先順序共識。

關鍵字

學校行銷 ； 策略轉型 ； 層級分析法

並列摘要

In recent years, low birth rate and globalization has generated considerable impact and challenges of higher education institutions operating in Taiwan. These two forces will also urged the Taiwan universities have a positive transition into organization features and competitive. In order to allow potential customers (students and parents) understand their value, how to establish a feasible and effective marketing strategy to attract more students has become an important issue related to managers and employees which can't be avoided. The main purpose of the study include the following three points: (1) As the external environment changes, the optimal patterns of marketing strategy for the private university school. (2) Search 3 domestic and international benchmarking cases. (3) The priorities of marketing strategy for the private universities. In this study, in order to understand the content of the private university marketing strategy, we review and discuss relevant topics literature to construct the past and main concepts, including the definition of school marketing strategy, the function, type and promote procedures. Then we establish the basic theoretical framework to divided school marketing strategy into three major blocks: ＂goal-setting＂ - ＂planning＂ - ＂implementation＂. Since the operations of private universities domestic and abroad are facing the same issues and challenges, this study would search some benchmark cases to private further reference on the successful transformation of their marketing strategies and simultaneously establish a follow-up expert opinions index architecture. By using Analytic Hierarchy Process (AHP) as a major analysis tool to collect domestic experts' opinions to construct a suitable sets for private-university marketing strategies for cognitive consensus and priorities.

並列關鍵字

School Marketing ； Strategy Transformation ； Analytic Hierarchy Process