私立高中職學校招生行銷之研究-以中部某私立高中為例

A Case Study on the Private Senior High School for Enrollment Marketing

鄭文典(Wun-Dian Jeng)

指導教授 ： 李明榮

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

本研究的目的在於透過問卷調查，尋找私立高中職學校學生的巿場區隔，及研究出學生最能接受的招生行銷，建立本校的行銷策略。本研究所發出的問卷數為1112份，回收1064份，經刪除無效問卷，有效問卷達745份，經輸入SPSS 10.0統計軟體後利用描述性統計、平均數、單因子變異數分析和t檢定，獲得以下結論:
一、本校各科的目標巿場應針對性別、居住地、入學方式和學測成績來擬定不同的區隔巿場，對不同招生對象運用不同的招生行銷方式。
二、女性的學生最注重學校校園的安全維護和校車的便利性；學業成績的優劣對於獎學金和獎勵入學較重視，這都是行銷所應考慮的因素。學生在國三時最注重的為到校招生，因此招生的行銷策略應主動到台中縣、台中巿和南投縣，分發宣導手冊和製作精良的學校招生海報，內容須提及學校具有的特色，並適度給予印有學校資訊的紀念筆或扇子，增加學生對學校的印象。
三、本校學生在就讀前後，師長和家長的看法有明顯的進步，所以應多舉辦與社區或媒體的互動，提升學校的形象，增加學生、家長和師長對學校的認識，增進就讀意願。

關鍵字

私立高中學校 ； 行銷

並列摘要

The purpose of the research is to find out the market division of private high school’s students, besides; it will analyze the acceptable enrollment marketing and finding the school’s marketing strategy. The research gave out 1112 questionnaires and 745 were avail. By using SPSS 10.0, analyzed though descriptive statistics, one-way ANOVA and T-test. The conclusion as follows:
1.every subject’s target market of the school shall draw up different separate market by gender, inhabitation, the way of enrolling and test. In this way, we should use different enrollment marketing ways to match with different enrolling objects.
2.female students pay the most attention to the security maintenance of the school campus and the convenience of school bus. The marketing should consider the factor of good grades can get the scholarship and the factor of encourage enrollment. The third grade students in junior high emphases on coming enrollment The enrollment marketing strategy should reach in Taichung county, Taichung city, and Nantou county to deliver school’s handbooks. Marketing strategy should make fine enrollment posters which content with school’s distinguishing features and deliverer commemorative pens or fans with school’s information to increase students’ impression.
3.after the students enter the school, the points of view in their parents’ and teachers’ are getting improvement, so the school should take more interaction with the community and the media to promote the image of the school to increase the understanding of students, the parents and the teachers, as well as to input more studying desires.

並列關鍵字

Private High School ； Marketing

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