- 學位論文
網路世代高級中等學校行銷策略之研究
The Study of the High Schools Marketing Strategies of Network Generation
摘要
受到市場機制、教育選擇權及人口結構的影響，學校在行銷上勢必愈來愈重視顧客端的需求，行銷策略的選擇除了確保基本原則外，也必須隨著時代的演進逐步創新，並朝向網路世代邁進。本研究旨在分析當前針對學校行銷策略之研究成果以及探討網路世代學生所關注之學校相關議題，並採用後設分析與文字探勘為研究方法，以高級中等學校為研究對象，研究網路世代下高級中等學校的行銷策略（產品、價格、推廣、通路及人員）。依據分析結果，獲致以下結論： 一、學校屬性變項方面，公私立高級 中等學校在產品策略、價格策略、推廣策略、通路策略與人員策略的效果量皆未達顯著，表示看法上沒有明顯差異。 二、人員屬性變項方面，教育人員與學生在產品策略、價格策略、通路策略與人員策略的效果量未達顯著，表示看法上沒有明顯差異，僅推廣策略的效果量達顯著，表示在看法上有明顯差異。 三、網路世代下的國高中生於Meteor社交平台上的討論主要集中於產品策略、通路策略及人員策略。 根據上述研究結果，提出具體建議，俾供高級中等學校與未來研究之參考。
並列摘要
Affected by market mechanism, educational choices and population structure, schools are increasingly paying more attention to the needs of customers. In addition to basic principles, marketing strategies must innovate step by step with the network generation. The purpose of this study was so far to analyze the research results of past school marketing and explore the opinions of network generation students on school marketing. To study the marketing strategy (product, price, promotion, place and people) of the high schools under the network generation, this paper used meta analysis and text mining as research methods, and take the high schools as research objects. Based on the results of analysis, the research findings were: First, the variables of school attribute: the effect size of product strategy, price strategy, promotion strategy, place strategy and people strategy in public and private high schools have not been significant. Second, the variables of people attribute: the effect size of educational people and students in product strategy, price strategy, place strategy and people strategy have not been significant. Only, the effect size of promotion strategy is significant. Third, the discussion of the junior and senior high school students (network generation) on the Meteor social media focused on product strategy, place strategy and people strategy. Based on the findings, the study provided suggestions for the high schools, and future research.
參考文獻
延伸閱讀
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