南投縣國民小學學校行銷策略之研究

A study on school marketing strategies elementary schools in Nantou County

李朝卿(Chao-Ching Lee)

指導教授 ： 林海清

中臺科技大學/護理學院/文教事業經營研究所/碩士(2008年)

https://doi.org/10.6822/CTUST.2008.00021

摘要

南投縣國民小學學校行銷策略之研究
摘 要
有鑒於學校行銷對校務經營的重要性日增，本研究遂以南投縣為例，探討國民小學學校行銷策略的運用情形，藉以瞭解辦學績優的學校其學校行銷策略的運用情形。
本研究係以焦點團體訪談為主，以辦學績優學校的個案研究為輔，透過質性資料分析步驟歸納研究資料。
本研究有如下發現：
一、南投縣國民小學普遍具有學校行銷概念並有實際作為
二、受訪者肯定學校行銷的益處與重要性
三、行銷組合策略會因學區屬性與學校條件而有所差異
四、學校行銷應重視長銷商品
五、家長口耳相傳的行銷效果值得重視
六、學校行銷必須兼顧教育目的
七、鄰近學區學校間面臨招生的競爭
八、藍海策略才能創造互利
九、回歸教育主體性與重視人性價值
十、發揮創意才能突破資源不足的窠臼

關鍵字

學校行銷 ； 創意行銷 ； 學校經營

並列摘要

A study on school marketing strategy in elementary schools in Nantou County
Abstract
According to the school marketing is more and more important to school management, this research attempted to find the school marketing strategies in good schools. It then take Nantou County as an example, analyzed the school marketing strategies in national elementary schools.
This research used focus group interviews and case study to collect data, and through qualitative steps to analyze data as well.
This research has ten findings as follows,
1.Nantou County National Elementary schools have the school marketing concept generally and has the actual achievement as well.
2.The participant affirmed the school marketing the profit and the importance.
3.The school marketing strategies can has a difference because of the school district attribute and the school condition.
4.The school marketing should focus on the long-selling product.
5.It has good result to advertise by word-of-mouth.
6.The school marketing must give attention to the education goal.
7.There are competitions between the schools located nearby.
8.The blue ocean strategy can create the mutual benefit for participator.
9.To emphasize education subjectivity and human value are necessary in school marketing.
10.The only way to break through the restriction of insufficient resources is to exercise creativity in school marketing.

並列關鍵字

school marketing ； creative marketing ； school management

參考文獻

方世榮(2003)。行銷學。台北：三民。

余朝權(1999)。現代行銷管理。台北：五南。

吳清山(2004)。學校行銷管理的理念與策略。北縣教育，47，23-34。

許舒翔、周春美、沈建華(2002)。技職院校教育行銷策略之探討。技術及職業教育雙月刊，(69)，9-13。

黃俊英(1997)。行銷研究概論。台北：華泰文化。