- 學位論文
科技大學招生廣告訊息溝通策略分析
Message Communication Strategy of University Student Recruitment Advertising
摘要
因應當今台灣學生人數逐步減少而學校數量飽和的教育環境變遷之下，各校開始重視學校形象建構與招生行銷策略的思考運用。其中廣告在行銷及形象的建構工作中，是為一項重要的運作環節之一，因此各校在面對大量訊息廣告相互競爭比較下，如何讓廣告達到最佳訊息溝通效果比起隨意投入大量招生廣告，效益更佳。 學校平面廣告透過不同媒體管道或區域地點與廣告接觸者溝通，媒體管道選擇與廣告區域考量對廣告效益性會有直接影響性。在合適的廣告管道上對正確的消費族群說出符合期待與需求的廣告，即為成功的訊息溝通策略。 廣告內容及文案訊息溝通上必需切合目標族群需求，更能發揮強度效果。搭配目標族群生活管道行銷策略，有效呈現正確訊息策略影響消費者，以達到最佳廣告效益。 本研究以招生廣告訊息溝通策略最佳效果為目的來進行相關調查與分析，並以健行科大為案例，依目標族群-健行科大的大一新生之需求找出有效之招生訊息策略方向，本研究結果提供大專院校在廣告訊息溝通時的具體策略參考，透過分群溝通的方式投放適切的訊息，以達提高招生廣告效果、學校品牌形象及就讀意願增加之訊息溝通目的。
並列摘要
Due to changes in the educational environment caused by the shrinking number of Taiwanese students and the number of overcrowded schools, schools have begun focusing more on how they can engage in effective image-building and create strong marketing strategies for student recruitment. Advertising is an important aspect in the marketing and image-building. Since all the schools are competing with each other through advertising, effective communication regarding students recruitment is essential than mass recruitment. With schools seeking to connect with prospective students using print advertising campaigns via various media channels or in various regional locations, media channel selection and advertising location evaluation can directly impact advertising effectiveness. A successful advertising strategy is to address the right consumer groups and advertise in a manner that meets their expectations and demands through appropriate media channels. Advertisement content must meet the needs of target groups to achieve more effective communication. Optimum advertising effectiveness can be achieved by conducting marketing strategies through channels compatible with the lifestyle of the target group and effectively conveying the right message to influence consumers. In this study, we investigate and analyze the purpose of realizing the optimum communication effect for the student recruitment advertisement based on the case of Chien Hsin University of Science and Technology. The researchers sought to understand the needs of the university’s target group—freshmen at the university—to determine the effective recruitment advertising strategy. We found that delivering appropriate information through group communication can help to enhance the effectiveness of recruitment advertising, reinforce school branding, and increase the willingness of students submitting applications for admissions to the school. The results of this study can be used by higher education institutions as reference for specific strategies for communicating through advertisements.