臺北市國民小學學校行銷策略、學校公共關係與學校競爭優勢關係之研究

本研究旨在瞭解臺北市國民小學學校行銷策略、學校公共關係與學校競爭優勢之關係。研究方法採問卷調查法，研究對象為臺北市公立國民小學學校教師，共計抽樣37所學校，發放535份問卷，回收402份有效問卷，問卷可用率約為75.1%。問卷資料處理採用描述性統計分析、獨立樣本t檢定、單因子變異數分析(ANOVA)、Pearson積差相關及多元迴歸分析等統計方法進行分析。　　依據研究結果，本研究所獲結論如下：一、臺北市公立國民小學教師知覺學校行銷策略、學校公共關係與學校競爭優勢之現況，屬於中高程度。二、臺北市公立國民小學校教師，因現任職務及學校規模的背景變項不同，對學校行銷策略、學校公共關係與學校競爭優勢有不同知覺感受。三、臺北市公立國民小學學校行銷策略、學校公共關係與學校競爭優勢整體暨分層向度間具有顯著正相關，整體而言屬高度或中等相關程度。四、臺北市公立國民小學學校行銷策略與學校公共關係對學校競爭優勢具有高度預測作用。

關鍵字

學校行銷策略；學校公共關係；學校競爭優勢

並列摘要

The purpose of this study is to investigate the relations among school marketing strategies, school public relations and school competitive advantages of elementary schools in Taipei City. The questionnaire survey method was employed. The research subjects were the elementary school teachers in Taipei City. The samples included 37 schools and 535 questionnaires were distributed. There were 402 valid questionnaires analyzed finally in the statistical analysis and the usable rate was 75.1%. The data was analyzed by the methods of descriptive statistics, independent t-test, one-way ANOVA, Pearson correlation and multiple regression analysis. The conclusions of this study are as follows: 1. The current status of perceptions about the school marketing strategies, school public relations and school competitive advantages of the elementary school teachers in Taipei City is mid-high level. 2. There are significant differences in the elementary school teachers’ perceptions of the school marketing strategies, school public relations and school competitive advantages in terms of their duty and the scale of their schools. 3. There is a significant positive correlation among the school marketing strategies, school public relations, and school competitive advantages; their level is high or mid in general. 4. School marketing strategies and school public relations have a highly predictive effect on school competitive advantages.