臺中市國民小學教師對學校行銷策略認知與學校認同度之研究

A Study on the School Marketing Strategies Recognition and School Identification of Taichung Municipal Elementary School Teachers

郭乃禎(Nai-Chen Kuo)

指導教授 ： 康龍魁

中臺科技大學/護理學院/文教事業經營研究所/碩士(2011年)

https://doi.org/10.6822/CTUST.2011.00002

摘要

本研究旨在瞭解臺中市國民小學教師學校行銷策略認知與學校認同度現況及相關性，並探討學校行銷策略認知對學校認同度之預測力。以自編之「臺中市國民小學教師學校行銷策略認知與學校認同度之研究問卷」為研究工具，抽取臺中市國民小學教師800人為樣本，將調查資料進行分析與處理，本研究獲致結論歸納如下：
一、臺中市國民小學教師對學校行銷策略認知之現況屬中度偏高。
二、臺中市國民小學教師執行學校行銷策略最大的困境是：學校缺乏推動學校行銷的經費預算。
三、臺中市國民小學教師對學校認同度之現況屬中度偏高。
四、臺中市國民小學男性教師、學歷研究所以上、服務年資21年以上、兼任行政職務年資11年以上與學校規模25班以上，不同背景變項之教師對學校行銷策略認知顯著較高。
五、臺中市國民小學教師服務年資21年以上、兼任行政職務年資11年以上與學校規模12班以下，不同背景變項之教師對學校認同度顯著較高。
六、臺中市國民小學教師對學校行銷策略認知與學校認同度具顯著正相關。
七、臺中市國民小學教師學校行銷策略認知之「人員策略」、「通路策略」、「產品策略」與「價格策略」，對學校認同度具有預測力。

關鍵詞：國民小學教師、學校行銷策略認知、學校認同度

關鍵字

國民小學教師 ； 學校行銷策略認知 ； 學校認同度

並列摘要

The purpose of this study was to realize the current circumstances and the relevance about the school marketing strategies recognition and the school identification of the elementary school teachers in Taichung city, and detect the predictive power on how the school marketing strategies recognition influence to school identification. The researcher used the self-made questionnaires-- research on the school marketing strategies recognition and the school identification of the elementary school teachers in Taichung city questionnaire, and chose 800 elementary school teachers in Taichung city as the sample. After dealt with and analyzed the investigating data, these were the conclusions:
1.The current situation of elementary school teachers in Taichung city on the school marketing strategies recognition was higher than intermediate level.
2.Lack of appropriation budget was the hardest problem of executing school marketing strategies.
3.The current situation of elementary school teachers in Taichung city on school identification was higher than intermediate level.
4.The different background variables -- male teacher, the master degree, teaching service year over 21, teaching serve concurrently as administrators over 11 years, and school size over 25 classes -- had higher school marketing strategies recognition in Tai-chung municipal elementary school.
5. The different background variables -- teaching service year over 21, teaching serve concurrently as administrators over 11 years, and school size under 12 classes -- had obviously higher school identification of Tai-chung municipal elementary school teachers.
6.The elementary school teachers in Taichung city on the school marketing strategies recognition and school identification had obviously positive relevance.
7.The school marketing strategies--people strategy, information strategy, product strategy, price strategies--had predictive power of school identification.

Keywords：elementary school teachers, school marketing strategies recognition, school identification

並列關鍵字

elementary school teachers ； school identification ； school marketing strategies recognition

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