北臺灣綜合高中招生行銷策略之研究

A Study on the Recruitment of Marketing Strategies for Comprehensive Senior High Schools in Northern Taiwan

劉榮元(Long-Yuan Liou)

指導教授 ： 林淑珍

國立臺北科技大學/人文與科學學院/技術及職業教育研究所/碩士(2009年)

https://doi.org/10.6841/NTUT.2009.00547

摘要

綜合高中開辦已逾十二年，早期因政府鼓勵設立及順應世界朝流趨勢下蓬勃發展，但近年來則因少子化影響已漸有招生人數短缺情行，而招生是綜合高中每年的重要工作，直接影響其經營壓力與生存。所以如何運用適當的行銷策略達成招生目的，是綜合高中當務之急。本研究從學生觀點探討台灣北區綜合高中招生行銷策略的差異，共發出580份樣本，由11所學校填答，回收566份。研究方法為問卷調查法。 並利用SPSS 10.0 版將施測後所得資料加以描述性統計、獨立樣本t檢定、單因子變異數分析等統計方法分析。
本研究主要結論如下：
一、 綜合高中招生行銷策略依其之平均得分高低依序為「產品策略構面」、「價格策略構面」、「形象定位策略構面」、「市場區隔策略構面」、「招生行為策略構面」、「促銷策略構面」、「通路策略構面」。
二、綜合高中招生行銷策略各構面中成效最佳前三項者，依序為「學校師資陣容良好」、「學校校車費有優惠折扣」、「學校提供方便的校車」。
三、不同學校屬性之北台灣綜合高中招生在「產品策略構面」、「通路策略構面」、「促銷策略構面」、「招生行為策略構面」達顯著水準。其中私立學校顯著高於公立學校。
四、不同性別之北台灣綜合高中在「產品策略構面」、「價格策略構面」、「市場區隔策略構面」、「形象定位策略構面」達顯著水準。女生顯著高於男生。
五、不同年級之北台灣綜合高中在「產品策略構面」、及「價格策略」、「通路策略」、「市場區隔策略」發現，「二年級」組顯著高於「一年級」組及「三年級」組。
六、不同學程之北台灣綜合高中招生在「促銷策略構面」、「招生行為策略構面」達顯著水準，且專門學程顯著高於學術學程男生。
七、不同入學基測分數之北台灣綜合高中招生行銷策略在各構面上達顯著差異水準，其中「150-199分」組顯著高於「74分以下」組及「75-149分」組，「200分以上」組顯著高於「74分以下」組及「75-149分」組。
八、在不同家長職業及不同家長教育程度方面方面之北台灣綜合高中在整體「招生行銷策略」上未達顯著水準。
根據前述的研究結論，對教育主管單位、北台灣綜合高中提出具體建議。

關鍵字

綜合高中 ； 招生策略

並列摘要

The comprehensive senior high schools have widely developed with the encouragement from government to set up, and the accomendation to the trend of the world. However the number of recruiting students has gradually been reducing by the deficiency of fewer children.
Recruiting students is the most important job for comprehensive senior high school. The managing pressure is more than ever, because the population of school age is decreasing. To all comprehensive senior high school, the urgent issue is how to adopt suitable marketing strategy to recruit students. The purpose of this study is to investigate the effectiveness of marketing strategies for comprehensive senior high school. The research method is survey. The questionnaires send to 580 students and 566 copies are back, and they belong to 11 private senior high schools in Northern Taiwan . In this paper, we take the use of SPSS 10.0 for windows as our analytical tools and we use descriptive statistics, t- test and one-way ANOVA to test the hypothesis, and try to find out the reasons and degrees for the impact of recurring strategies.
The research findings are as following:
1. The marketing strategies are listed by the scores they received from highest to lowest, these are: product strategy, price strategy, image-position strategy, market segment strategy, Recruiting behavior strategy, promotion strategy, and channel strategy.
2. The three most effective issues in all marketing strategies are: high quality faculty members , discount on school bus, and offering convenient school bus.
3. There are significant differences in the strategies of product, channel, promotion, and recruiting behaviors. The private comprehensive senior high schools have more prominent differences than public comprehensive senior high school.
4. The comprehensive senior highs school students with different gender in northern Taiwan have more prominet differences in the strategies of product, price, market segment, and image-position, and these strategies has been worked on girl students more than boys.
5. The comprehensive senior highs school students with different grade in Northern Taiwan have more prominet differences in the strategies of product, price, channel and market segment, and it reveals that the second grade has more differences than group of first and third grade.
6. The comprehensive senior highs school students with different department in northern Taiwan have more prominet differences in the strategies of, promotion and recruiting behavior , and it shows that the vocational department has more differences than accademic department.
7. The comprehensive senior highs school students with different score of entering examination in northern Taiwan have more prominet differences in all strategies aspects, and it reveals that the group 「between 150 and 199 scores」 has more differences than the group「under 74 scores」and「between 75 and 149 scores」.Besides, the group 「over 200 scores」 has more differences than the group「under 74 scores」and 「between 75 and 149 scores」
8. The comprehensive senior highs school students with different occupation of parents and different levels of educations makes no difference.
According to the research, the author is trying to provide educational authorities and comprehensive senior high schools with solid advices.

並列關鍵字

Comprehensive Senior High Schools ； Recruiting ； Marketing Strategies

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