南投縣國民中小學行銷與創新經營之相關研究

本研究旨在了解南投縣國民中小學學校行銷型態及策略與創新經營之現況，探討兩者間關係，分析不同背景變項的教育人員於兩者間之差異，探究學校行銷對於學校創新經營的預測力，並根據研究結果，提供教育行政機關與學校推動行銷與創新經營之具體建議。本研究以南投縣國民中小學之校長、兼任與未兼任行政職務教師為研究對象，採問卷調查法，編製「南投縣國民中小學學校行銷與創新經營現況調查問卷」進行抽樣調查，發放85所學校，計637份正式問卷，有效問卷621份，有效回收率87.60%。經次數分配、平均數、標準差、獨立樣本ｔ檢定、單因子變異數分析、皮爾森積差相關與多元迴歸等統計方法進行資料分析。綜合文獻探討與研究結果，獲得以下結論：一、學校人員對於學校行銷與創新經營抱持中高程度認知。二、學校行銷現況整體屬於良好程度，行銷型態現況以「外部行銷」層面較高，「互動行銷」層面較低;行銷策略現況則以「價格」策略最高，「通路」策略最低。創新經營整體現況屬良好，以「學生活動創新」層面較高，「校園環境創新」層面較低。三、男性、校長、兼任行政、服務年資26年以上的學校人員對學校行銷整體現況的知覺程度較高。四、男性、兼任行政、設校歷史20年以上的學校人員對學校創新經營現況的知覺程度較高。五、學校行銷各型態及策略與學校創新經營各面向彼此之間呈現正相關。六、學校行銷型態中以內部行銷對學校創新經營效果最為彰顯，其次為互動行銷。七、學校行銷策略中以人員策略對學校創新經營效果最為彰顯，其次為產品策略，第三為價格策略。

關鍵字

學校行銷；學校創新經營

並列摘要

The purpose of this study is to understand the current situation of marketing and strategy and innovative management of national primary and secondary schools in Nantou County, to explore the relationship between the two, to analyze the differences between the education personnel of different background variables, and to explore the school marketing for the school's innovative management. The predictive power, and based on the research results, provides specific recommendations for educational administrations and schools to promote marketing and innovative operations. In this study, the principals, part-time and non-administrative positions of Nantou County National Primary and Secondary Schools were selected as the research object, and a questionnaire survey was conducted to prepare a questionnaire survey on the status of marketing and innovation of national primary and secondary schools in Nantou County. The school has 637 formal questionnaires and 621 valid questionnaires. The effective recovery rate is 87.60%. Data analysis was performed by statistical methods such as frequency distribution, mean, standard deviation, independent sample t-test, single-factor variance analysis, Pearson product difference correlation and multiple regression. Based on the comprehensive literature discussion and research results, the following findings were obtained: 1. school personnel have a high degree of awareness of school marketing and innovation management. 2. the current situation of school marketing is generally good, and the current status of marketing is higher in the form of "external marketing". The level of "interactive marketing" is relatively low; the current status of the marketing strategy is the highest in the "price" strategy and the lowest in the "channel" strategy. The overall status of the innovation business is good, with a higher level of "student activity innovation" and a "campus environment innovation" layer. The face is lower. 3. Male, principal, and concurrently administrative and service personnel of the school for more than 26 years, the overall marketing of the school The degree of perception is higher. 4. Knowledge of the status of the school's innovative management by males, school administrators who have served as administrative and school history for more than 20 years.The level of awareness is higher. 5. The various types and strategies of school marketing and the innovative management of schools are positively related to each other. 6. The effect of internal marketing on school marketing is most evident in the school marketing style, followed by interactive marketing. 7. the school's marketing strategy in the personnel strategy is the most obvious effect on the school's innovative management, followed by product strategy, and the third is the price strategy.