臺中市國民小學經營蝴蝶生態園之學校教師對學校行銷策略了解程度及認同度之研究

The research of Taichung muncipal schools manage the butterfly ecology garden school teachers’ understanding in school marketing strategies and identification

洪國賀(Ko-Hur Hung)

指導教授 ： 洪智倫

中臺科技大學/護理學院/文教事業經營研究所/碩士(2012年)

https://doi.org/10.6822/CTUST.2012.00012

摘要

本研究旨在了解臺中市經營蝴蝶生態園國小教師對學校行銷策略了解及認同度之現況、差異及相關性，並探討學校行銷策略認知對認同度之預測力。以自編之「臺中市國民小學經營蝴蝶生態園之學校教師對學校行銷策略了解程度及認同度之研究問卷」為研究工具，以臺中市10所經營蝴蝶生態園之國小教師為樣本，將調查資料進行分析與處理，本研究獲致結論歸納如下： 一、該10所國小教師對學校行銷策略各層面為「高度了解」與「高度認同」。 二、擔任行政工作者在「整體學校行銷策略」、「產品策略」、「推廣策略」、「人員策略」、「通路策略」上的了解程度及認同度皆高於不同年段之老師。 三、中型規模學校教師對「整體學校行銷策略」、「產品策略」、「推廣策略」、「人員策略」了解程度皆顯著高於36班以下之中小型學校教師或49班以上之大型學校教師。 四、中型規模學校教師對「整體學校行銷策略」、「價格策略」、「推廣策略」、「人員策略」認同度皆高於顯著高於36班以下之中小型學校教師或49班以上之大型學校教師。 五、該10所學校教師對學校行銷策略認知與認同度有顯著正相關。 六、該10所學校教師對學校行銷策略認同具有預測力的變項為「推廣策略」、「產品策略」與「通路策略」。

關鍵字

蝴蝶生態園 ； 學校行銷策略了解程度 ； 學校行銷策略認同度

並列摘要

This study aims to explain the current status differences, correlation of
school teachers’ knowledge of school’s marketing strategies, recognition
in Taichung municipal elementary schools with butterfly ecology gardens,
and the predictability of schools’ marketing strategies. This study uses a self-edited questionnaire “The Degree of Understanding and Recognition the Schools’ Marketing Strategies of School Teachers in Taichung Municipal Elementary Schools with Butterfly Ecology Gardens ” as the research tool, a sample of school teachers in ten Taichung municipal elementary schools with butterfly ecology gardens was selected, results of the survey was analyzed. The conclusions are summed up below:
1. The school teachers in the ten elementary schools with butterfly ecology gardens have “high degree of understanding” and “high degree of recognition” on school marketing strategies in any levels.
2. Elementary school administrators have higher understanding and recognition of “overall marketing”, “product”, “promotion”, “personnel” and “place” strategies than teachers in any levels.
3. Teachers in Medium-sized school have significantly higher understanding on “overall school marketing”, “product”, “promotion” and "personnel” strategies than teachers in small to medium-sized schools (less than 36 classes) or large-sized school teachers ( more than 49 classes).
4. Teachers in medium-sized schools also have significantly higher recognition on “overall school marketing”, “pricing”, “promotion” and "personnel” strategies than small to medium-sized school teachers (less than 36 classes) or large-sized school teachers ( more than 49 classes).
5. There was significant positive correlation between the school teachers in the 10 elementary schools with butterfly ecology gardens on school marketing strategies and the degree of recognition.
6. The variables which can predict the recognition on school marketing strategies of the school teachers in the 10 elementary schools with butterfly ecology gardens are “promotion”, “product” and “place” strategies.

並列關鍵字

understanding of school marketing strategies ； the degree of recognition on school marketing st ； butterfly ecology garden

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