私立高中職校招生之市場區隔與行銷策略之研究－以台中縣為例

A Study of the Market Segmentation and Marketing Strategies on Senior High Recruiting Market with Taichung County as an Example

張金木(Chin-Mu Chang)

指導教授 ： 李明榮

亞洲大學/管理學院/經營管理學系碩士班/碩士(2008年)

摘要

本研究旨在瞭解我國高中職校招生之市場區隔與行銷策略之現況，並依據研究結果提出結論與建議，基於研究動機，本研究歸納出以下三個研究目的：
一、瞭解私立高中職校中學生背景變項與特性、選校評估準則之情形。
二、瞭解私立高中職校學生對於選校資訊來源與行銷策略之重要性。
三、提供建議給予教育行政主管、各私立高中職校參考。
為達上述目的，本研究首先從相關文獻中探討「市場區隔」與「行銷策略」之理論，以此作為本研究之理論基礎，建構本研究之研究架構，並導出研究問題，實施問卷調查，蒐集相關資料。主要研究對象是以台中13所中學之高一學生為範圍，共回收有效問卷461份。分別以信度分析、因素分析、描述統計、集群分析、區別分析、變異數分析與事後多重比較等統計方法對研究資料進行分析。
研究結果發現，針對選擇學校評估準則資料調查結果分析顯示，以設備取向最受學生所重視，其次依序為就業升學取向、課程取向、教學取向、師資取向。學生對於學校資訊的來源有很大的部分是來自於與導師及科任老師的介紹。且學生在行銷四個向度上，學生的答題大多介於「普通」與「同意」這兩個選項，因此在「產品策略」上，學校應強調特色、實用、彈性化以及多元性的安排，可以幫助學生獲取更多產品向度的利益。

關鍵字

招生市場 ； 市場區隔 ； 行銷策略

並列摘要

The purpose of the research is to realize the current situation of the market segmentation and marketing strategies on the Senior High Market, and to forward conclusions and suggestions according to the results. Based on the motivations, it can be categorized into four purposes:
1. To realize the current situation and the related factors of market segmentation.
2. To realize the current situation and the related factors of marketing strategies.
3. To present, according to the results, constructive suggestions to the administration, the senior high schools, serving as a reference in the management of enrollment strategies.
To achieve the aims mentioned above, the research starts from exploring the theories of market segmentation and marketing strategies through related papers and articles. In order to gather related data and information, it is followed by using the questionnaire on “the market segmentation and marketing strategies on the Senior High Recruiting Market in Taiwan”. The researcher intends to restrict the targets within the range of senior high students in Taiwan. Thus, 461 valid copies are collected. After the data have been carefully studied by using statistical methods of reliability analysis, factor analysis, descriptive statistics, cluster analysis, discrimination analysis, analysis of variance, afterwards hierarchical comparison, etc.
According to the research, on the selection criterion of school, most of students attach appliance importance. Posterior are going for college, curriculum, teaching, qualified to teach. The information about the school is derive from teachers. To the four marketing aspect, student’s answer mostly is situated between “ordinary” and “agrees with” these two options, therefore in “the product strategy” on, the school should stress that characteristic, practical, electrification as well as polytrophic arrangements, may help the student gains more products to the benefit.

並列關鍵字

Recruiting Market ； Market Segmentation ； Marketing Strategies

參考文獻

林建煌（2002）。行銷管理。台北：智勝。

歐聖榮、張集毓（1995）。遊憩區市場定位之研究，戶外遊憩研究，8（3）15-45。

蔡子安（1996）。私立職校行銷之探討，技術及職業教育，35，44-50。

方世榮（1999）。行銷管理學（第三版）（Kotler, P., 1997, Marketing management）。台北：東華。

林明昌（2002）。市場導向與行銷策略配合對行銷績效影響之研究－以台灣重電馬達業實證為例，中原大學企業管理研究所碩士論文，桃園。