社區大學目標價值、績效指標、非營利組織行銷策略課程供需法則模糊決策之研究

Evaluating Goal Oriented, Performance Indicators, Non-profit Organizations Marking Strategies and Fuzzy Decision System for Courses Demand-Supply Management in Community Colleges

李玉蘭(Yu-Lan Lee)

指導教授 ： 吳柏林 ； 吳明烈

國立暨南國際大學/教育學院/教育政策與行政學系/博士(2013年)

https://doi.org/10.6837/NCNU.2013.00282

摘要

本研究旨在探討社區大學的目標價值、績效指標、行銷策略課程供需法則決策分析。由於當前社區大學的目標價值模糊，遂運用社大學員的學習需求偏好調查模糊分析，調查結果呈現出生活藝能課程為社區大學價值的傾向，同時瞭解學員需求和社區大學未來的發展趨勢以作為社區大學非營利組織教育市場行銷之策略。
本研究運用模糊問卷、模糊眾數、模糊平均數、隸屬度、模糊卡方、無母數檢驗相互比較，分析學員需求、發展趨勢以及社區大學非營利組織之行銷策略。此外，設計績效評估模式並建立入學率，滿意度，學員出席率等指標，來檢視社區大學的管理績效，藉由有效的績效評估決策讓社區大學的課程開設能夠更符合學員需求。模糊決策系統的分析，用以評估社區大學的課程需求與供給的情況，建立如學生需求、課程規劃、教學專業、體貼服務和人際溝通等五大類社區大學課程管理的影響指標，加以瞭解社區大學課程班級經營的情形，提出規則庫決策系統，以更有效管理社區大學課程供需問題，提供開課參考。
研究結果顯示課程管理策略可以強化教師教學表現，根據學生需求調查得知生活藝能類是最受歡迎的課程，職業培訓在社區大學已成為學生期待的首要課程，將成為社區大學今後的發展方向。在行銷策略分析中我們發現，學生們的期待是如何幫助他們培養第二專長，因此規畫相關領域職業培訓課程領域是非常迫切的。並且社大的開課情形確實可以反映出教師回應學生需求的程度。最後建議謹提供政府、未來的研究者和相關社區大學執行單位，在課程的規劃、決策和落實社大原創精神「公民參與」上內省的參考。

關鍵字

社區大學 ； 模糊目標價值 ； 績效管理 ； 行銷策略 ； 課程供需法則決策

並列摘要

The purpose of this thesis is to examine community colleges’ goal value, performance indicators, marketing strategies and fuzzy decision system for courses demand-supply management in community colleges. Due to the fuzzy features of community colleges’ goal value, the researcher adopts fuzzy analysis to investigate the learning needs and preference of community college students. By discovering the goal-oriented value, the learner’s demand, and the trend of development, the researcher concludes concrete education marketing strategies for community colleges as non-profit organizations.
This study used fuzzy questionnaires, the fuzzy modes, fuzzy mean, fuzzy Chi-square, and nonparametric statistics to analyze the membership function status of community colleges in terms of participants’ demand, future trends and marketing strategies. Furthermore, the study designed a performance evaluation model with indicators, such as enrollment, satisfaction, and attendance, to examine the management performance of community college. With the former model evaluation, the authorities of community colleges can decide which courses are needed to provide for the future semester. The fuzzy decision system was used to evaluate the situation of courses demand and supply in community college. This study applied the related managerial features of community college to build up course management influencing indicators, such as students’ demands, curriculum planning, teaching professionalism, considerate services, and interpersonal communication. In addition, the thesis also proposed the rule-base strategies for community colleges to make the best decisions.
The results reveal that the course management strategies may enhance the teachers’ teaching performance. According to students demand, courses about life skills were the most popular. The vocational training course has become the first choice for students in the community colleges, and will be the goal of development for the community colleges.
Hence, it is important for the community colleges to consider how to equip students with the second expertise for jobs. To achieve the goal, the community colleges need to design the courses about vocational training and special courses for jobs. The findings also indicate that the community colleges did offer student-needed courses.
Finally, the dissertation provides suggestions not only for the government, execution agencies of community colleges and future researchers but also for course design, decision-making, and citizen participation.

並列關鍵字

Community college ； Fuzzy decision system ； Performance indicators ； Marketing strategy ； Course management strategy

參考文獻

References

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Chang, D. F., Wung, S. Y., & Chou, W. C. (2006). Exploring the supply and demand problems of teacher preparation and its balancing mechanism. Bulletin of Institution of Education Resources and Research, 31, 139-155.