大學碩士在職專班行銷策略之研究

The Study of Marketing Strategy about EMBA of University

李建中(Chien-Chung Lee) ； 鄭雅容(Yea-Rong Cheng)

《經營管理論叢》 4卷2期 (2008/12) Pp. 47-60

https://doi.org/10.6872/OMR.200812_4(2).0003

摘要

少子化趨勢及各大學間的競爭，未來將考驗各校經營階層的應變能力，如何有效開源節流，為各校未來十年需面對的課題，本研究以行銷研究的方法來探討碩士在職專班的開源節流問題，透過市場區隔與定位，找出次級市場的特性與需求，方能有效開發該市場；研究主要市場的特質與需求，方能集中資源有效回應該市場需求提昇服務品質，降低成本。故本研究以南華大學碩士在職專班學生為研究對象，研究碩士在職專班學生之選擇行為、就讀動機及其個人背景變項，採問卷調查法，本研究結果顯示部份結論如下，南華大學學生以雲嘉南地區之公務機構人員為主，南華大學的碩士在職專班學生之選擇行為可分成四群、就讀動機亦可分成三群各群間均達統計上之顯著差異。

關鍵字

選擇行為 ； 就讀動機 ； 市場區隔 ； 目標市場 ； 集群分析

並列摘要

The trend of fewer children and competition between colleges are major challenges for the administration level in colleges. In the next decade, these colleges have a mission to learn how to create new sources and economize on expenditure. This research is based on the problem of how to create new sources and decrease expense for those on-job graduate courses by market analyzing. In order to exploit such a market efficiently, we have to explore the secondary market's demands and characteristics by going through the market distinction and definition. In order to concentrate resources, to satisfy the market demand, to increase service quality, and decrease cost, we have to explore the Primary market's demand and characteristics. Therefore, this research aims to the on-job graduate students in nanhua university, to study these on-job graduate students' behavior of decision-making, motive of studying, and personal background factors. The partial result of this research by a survey demonstrates that the most students in nanhua university are civil servants. Their decision-making behavior can classify into four groups and studying motif classify into three groups, each group has obvious distinction in Statistics.

並列關鍵字

decision-making behavior ； studying motif ； market segmentation ； target market ； cluster analysis