私立科技大學學生對學校行銷策略與學校形象知覺度之研究—以桃園市某科技大學為例

The Study of Private Technology University Marketing Strategy and Image Perception --- A Case Study of A Science and Technology University in Taoyuan

郭惠卿(Hui-Ching Kuo)

指導教授 ： 王啟秀

健行科技大學/商管學院/企業管理系碩士班/碩士(2020年)

摘要

本研究旨在探討私立科技大學學生對學校行銷策略與學校形象知覺度的現況、差異情形及相關性。以桃園市健行科技大學為研究個案，並以該校學生為母群體，採分層抽樣方式以問卷調查法進行調查，並運用SPSS17統計軟體進行描述性統計分析及資料分析，並根據研究結果提出結論與建議。

關鍵字

行銷策略 ； 形象知覺 ； 私立科技大學

並列摘要

The purpose of this study is to explore the current status, differences, and correlations of private university students' perceptions of school marketing strategies and school image perceptions. Taking Taoyuan Jianxing University of Technology as a case study, and taking the students of the school as the mother group, stratified sampling was adopted to conduct a survey using a questionnaire survey method. SPSS17 statistical software was used for descriptive statistical analysis and data analysis. conclusion and suggestion.

並列關鍵字

Marketing Strategy ； School Image ； Private Technology University

參考文獻

參考文獻

1. Gomez , M. A., 1993. Social Marketing Applied to the Education Area. Dissertation Abstracts International, 56(328), Available online at: http://library.dialog.com/

2. Harding, L. B. (1987), A Design for the Measurement of the Image of a School. Unpublished Dotoral Dissertation, State University of Southern California, PA.

3. Kotler, P.( 2003). Marketing Management, 11th ed., Prentice Education,Prentice-Hall, Upper Saddle River, NJ.

4. Zhang, L. S., 1999. Value of School Image and Its Building. Journal of Educational Commentary, 6(3), 33-35.