乙所偏遠小型國民中學行銷策略與運作之研究

A Study on the School Marketing Strategy and Operations in a Remote Small Junior High School.

游蒼棟(Chan-Tung Yu)

指導教授 ： 楊國賜

淡江大學/教育學院/教育政策與領導研究所碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00625

摘要

本研究主要目的在探討有關石門國中學校行銷的理念與情境、瞭解學校行銷的策略與運作及探討行銷的成效及其困境。
在研究方法上主要以訪談為主，文件分析為輔。獲得結論與建議如下：
壹、結論
一、校長以多元化的溝通方式，凝聚學校共同的願景及辦學的理念。
二、以石門國中的學校人力配置現況，學校行銷是由各處室共同執行。
三、在課程設計方面，設計適合的特色課程或主題教學。
四、教師專業方面，鼓勵教師多參加研習活動，吸收新的教學及輔導技巧。
五、石門國中學校行銷的策略在於發展學校特色，利用辦理或參加的各項活動表現成果，爭取家長的認同、支持與肯定。
六、學校為爭取招收優秀的學生，積極建立良好的口碑與形象。
七、運用各種活動和機會進行學校行銷。
八、以多元的行銷方式向行銷對象推廣。
貳、建議
一、對教育行政機關的建議
（一）輔導各校推廣學校行銷，培育行銷的人才，以提昇學校效能。
（二）對校長行銷策略規劃的支持與協助。
（三）增加學校教師員額編制，並籌設行銷小組。
（四）編列足夠的補助經費，挹注學校行銷活動。
二、對國民中小學的建議
（一）學校行銷可以提昇教育品質、發展學校特色，有助學校形象的形塑。
（二）拓展內部行銷，凝聚共識，提昇學校的形象及知名度。
（三）校長領導行政人員積極推動行銷。
（四）配合社區發展、積極爭取社區資源。
三、對學校成員之建議
（一）利用多元管道加強對外溝通與互動，展現教師的專業，提昇教學品質。
（二）教師融合主題課程與教學活動，以強化學校特色。
四、對未來研究的建議
在研究範圍、研究對象、研究方法、研究內容等方面提出未來研究之建議，以供參考。

關鍵字

行銷 ； 學校行銷 ； 學校行銷策略

並列摘要

The main purpose of this study is to concern Shimen Junior High School marketing ideas and situations and understands the marketing strategies and its operations of the school. Furthermore, try to discuss the result and difficulty of the marketing strategy.
In order to reach the purpose of above, this study mainly takes interview survey primarily and document analysis as auxiliary. The conclusions and suggestions are as following:
Conclusion
1.The principal uses multiple way to communicate and coagulates the vision
and belief of the school.
2.The present situation of manpower disposition in Shimen Junior High School, for instance, the job of school marketing are responsible by every office.
3.For curriculum design, the school tries to design suitable curriculum and subject-based teaching curriculum.
4.For teacher professional skill, the school encourages teachers to participate study
activities more in order to learn new teaching and student counseling skills.
5.The marketing strategy in Shimen Junior High School are: to develop the
characteristics of school, to make use of the outcome of different activities to strive
for parents’ approval and support.
6.In order to fight for recruiting excellent students, the school actively creates good
public praise and image.
7.Make use of the various activities and chances to carry on marketing about the
school.
8.To use diverse marketing methods to promote to marketing objects.
Suggestion
1.For educational administrators:
(1)To raise the effectiveness of school by counseling every school to cultivate the person of talent in school marketing.
(2)To support and help the layout of the principal’s marketing strategy.
(3)To increase the number of the teachers and establish the marketing team of school.
(4)To arrange enough budget to help the marketing activities of school.
2.For elementary and junior high school:
(1)Marketing of school can promote education quality and develop the characteristic of school. Besides, it can help form and construct the image of school.
(2)In order to promote the image and popularity of school, we should
expand internal marketing strategy and coagulate the consensus of the
school.
(3)The principal should lead the administrator of the school actively to promote marketing strategy.
(4)School should cooperate with the development of the community to
strive for the resources of it.
3.For the members of the school:
(1)Make use of multiple ways to enhance the communication and interaction to outside and try to show the professional of teachers and raise the quality of teaching by them.
(2)Teachers should combine the subject curriculum and teaching activity to
intensify the characteristic of school.
4.For the future study and research:
To provide suggestions in the range of research, research object, research method, the content of research and so on for the further research.

並列關鍵字

The Marketing ； School Marketing ； School Marketing Strategy

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