海軍軍事專長訓練機構教育行銷策略研究

A Study on the Educational Marketing Strategies in Specialized Training Institution of R.O.C. (Taiwan) Navy

吳建中(Chien-Chung Wu)

指導教授 ： 楊東震 ； 劉進平

義守大學/管理學院/管理碩博士班/碩士(2017年)

摘要

軍事專長訓練機構相關研究相當缺乏亟待補足；時值軍事單位精簡、兵士徵募困頓及軍事訓練資源縮減前提下，透過教育行銷策略實施等過程，有助軍事專長訓練機構確立機構價值、推廣教育及追求機構永續目的。
本研究以「海軍技術學校」為研究對象，運用文獻分析及近四年田野調查收集資料歸納利害關係人觀點；採立意取樣邀請該校專業人員進行訪談及腦力激盪，獲得現況資訊及可行改善教育滿意度策略選項，並運用S.W.O.T法分析構面，提出該校與類似組織執行教育行銷策略建議。
研究結果發現校方現行公告之六項教育具體作為，已涵蓋滿意度調查中待改善面向及滿意度改善策略建議項目，應持續落實執行；另該校如欲執行教育行銷，建議執行者優先增長型策略，包含導入ISO流程以推展行銷工作、外部行銷對象以艦隊為優先、解決軟硬體問題，強化到校學員滿意度調查工作，及運用高層互訪方式瞭解潛在客戶瞭解需求。

關鍵字

教育行銷 ； 行銷策略 ； 專長訓練 ； 訓練機構 ； 海軍

並列摘要

The number of studies about military specialty training institutes is considerably insufficient. And these kinds of studies are expected to be done more. Through implementation of educational marketing strategy，it is helpful for the institutes to identify their value，promote their education and pursue their sustainability during the time of military downsizing and under the prerequisite of difficult recruiting and decreased military training resources.
The research target in this study is "Naval Technical School". I have concluded stakeholder views by using literature analysis and data gathered from nearly 4-year field survey. I have acquired current information about the school and strategic options for education satisfactory improvement based on interview and brainstorm with the school’s faculties and instructors. By employing S.W.O.T. analysis，I have submitted the school and similar institutes some suggestions for implementation of educational marketing strategy.
The results of study have found that six currently announced specific educational measures in the school have already included improvement-needed works and suggestions for satisfactory improvement strategy in line with satisfactory survey. The study suggests the school executive adopt priority-type strategy including inducing ISO procedure for marketing，regarding fleet as first priority target when conducting exterior marketing ，solving software/hardware problems when it would like to implement educational marketing. In addition，the school should strengthen works on student satisfactory survey and understand potential customer needs via high-level visits.

並列關鍵字

Educational marketing ； Marketing strategies ； Specialized training ； Training institutes ； Navy

參考文獻

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