國民中小學應用部落格行銷之研究

校院系：國立暨南國際大學教育政策與行政學系論文摘要：本研究旨在探討國民中小學學校部落格行銷的相關議題，包括國民中小學使用學校部落格的現況、國民中小學教育人員對部落格行銷的認同情形、國民中小學教育人員運用部落格行銷策略的情形、國民中小學部落格行銷的效益以及可能的影響因素。首先分析學校行銷與部落格行銷之相關文獻，編成調查問卷，其次正式使用問卷針對全國公、私立國民中、小學校長、主任、組長、導師和專任教師進行抽樣調查，有效問卷為402 份，經統計分析，獲得以下結論：一、大多數國民中小學皆已架設學校部落格且多有定期維護。二、在部落格行銷策略之中，國民中小學教育人員認為產品策略和通路策略的重要程度和執行程度較高。三、年齡、服務年資和現任職務會影響國民中小學教育人員對學校部落格行銷的認同度以及對學校部落格行銷策略重要程度的知覺。四、學校所在地和學校地區會影響國民中小學教育人員對學校部落格行銷的認同度、對學校部落格行銷策略的知覺以及國民中小學部落格行銷的效益。五、學校部落格行銷認同度、行銷策略執行度和行銷效益具有正向影響關係模式。六、國民中小學學校部落格行銷效益不佳可能與教育人員的認知有關。最後根據上述結論，研究者提出建議以供主管教育行政機關、學校及後續研究者之參考。

關鍵字

國民中小學；部落格行銷；學校行銷

並列摘要

Name of Institute: Department of Educational Policy and Administration, National Chi Nan University Abstract The main purpose of this study is to investigate the related issues of school blog marketing in junior high and elementary school in Taiwan, including the status of using blogs, recognition of the educators about blog marteting, blog marketing strategies, effects of blog marketing in junior high and elementary school, and the possible influential factors. According to literature review, a questionnaire was designed to survey principals, school staffs and teachers of the junior high and elementary schools in Taiwan. 402 valid samples had been analyzed by some statistical methods. Some conclusions were drawn as follows: 1.Most junior high and elementary schools have set up school blogs and most of them manage school blogs periodically. 2.Among the blog marketing strategies, the educators of the junior high and elementary schools believe that the product strategy and the place strategy are more important and executed more thoroughly. 3.Ages, years in service and positions in school had significant influence on the recognition of educators about school blog marketing and the perception of educators about the importance of school blog marketing strategies. 4.School locations and school districts had significant influence on the recognition of educators about school blog marketing, the perception of educators about the importance and execution of school blog marketing strategies, and the effect of blog marketing in junior high and elementary schools. 5.The recognition of educators about school blog marketing, execution of marketing strategies, and effect of school blog marketing produced some mutual positive influence relationship. 6.Poor school blog marketing effect may be related to educators’ cognition. According to the conclusions above, some suggestions for educational administrative agencies, junior high and elementary school administrators and future researchers were also provided.