桃園地區私立高中職招生策略之研究—以私立某高中為例

An Empirical Study On The Marketing Strategies of Private Senior High School In Taoyuan

許文瀞(Wen-Ching Hsu)

指導教授 ： 王啟秀

健行科技大學/管理學院/經營管理研究所/碩士(2010年)

摘要

由於出生人口逐年降低，私立學校面臨招生艱難的困境，以往大多數私立學
校不善運用行銷策略提昇學校的競爭力。因此學校應善加利用該校的特色，運用
適當的行銷策略開拓學校教育發展市場，創造最佳的學校整體利益。
本研究選定近年招生競爭激烈的桃園縣私立治平高中及同縣四所私立高中
復旦、振聲、新興、育達為研究對象，探討學校學生入學前對選校評估因素與入
學後對學校的滿意度，作為制定私立高職學校行銷策略的參考！本研究依「產品
策略」、「價格策略」、「推廣策略」、「通路策略」及「人員策略」等五個構面為主
軸，以問卷調查方式對五所學校高一學生做─對學校行銷策略進行實證研究。實
證結果如下：
一、 學生希望藉由求學過程，經由學校方面及教師專業的協助取得各項
專業證照，培養未來就業機會與專業能力。
二、 建立優良學校文化、風格、特色、辦學理念及成效等，傳達給目標
群眾，使其產生獨特的感受，進而提昇學校整體形象，增進各界人士對
學校的了解與支持。
三、 學校能提供立即、無界線的服務，會比與學校行政人員當面接觸，
更受青睞。

關鍵字

學校行銷 ； 行銷策略

並列摘要

Abstract
In the past, most of private high schools use unsuitable marketing strategies to
rise up the competitive of school. And due to the birth population reduce under year
by year, the private high schools lacks power and the attraction reason to promote.
In this study, we choose five private high schools, which are Chih Ping, Fudan,
ST Francis Xavier, Shin Shin, Yuda, locate in Taoyuan city, to explore
comprehensively the condition of the marketing strategies in the private high schools.
We can conclude the effective marketing strategy is in view of oneself school
characteristic, use their characteristics, adopt suitable marketing strategies to develop
the market of high school education, create the best own benefit, take customer
guidance, the student origination to makes the market segmentation, designated that
the most impossible student originated carries on the effective marketing, caused the
school educational resources to be able to use fully, financial ability could be
self-sufficient, and in research, innovation will promote, aspects and so on
administration, human resources development, student whole performance to have the
superior performance, will urge the school overall competitive power to be able to
promote, the school development side can continue, will only then have the positive
function to the technique duty education's development.

並列關鍵字

School marketing ； marketing strategy

參考文獻

參考文獻

壹.中文部份

一、專書

1. Philip Kotler著，方世榮(譯)，行銷管理學，東華，民國92年。

2. Philip kotler 原著，王志剛、陳正男編譯，行銷學原理，東華，