我國技職校院行銷策略之探討

The Study of Our Country's Marketing Strategy of Technological and Vocational School

陳敏忠(Ming-Chung Cheng)

《中華技術學院學報》 37期 (2007/12) Pp. 291-304

https://doi.org/10.7095/JCIT.200712.0291

摘要

本研究的目的旨在探討我國技職校院招生的行銷策略。首先說明行銷之意涵及其重要性，其次探討現代教育在行銷策略上的起源及運用，並針對當前技職校院行銷策略面臨的問題，就從事學校行銷的理由，與行銷工具的種類加以說明。根據文獻分析結果，提出技職校院行銷策略的缺失，包括行政人員對於行銷觀念的缺乏與抗拒的心理，且沒有專責的行銷人員，進行整體行銷策略規劃。最後，指出建立良好的學習環境，並應堅守教育品質，培養出具有專業知能、專業競爭能力與就業能力的人才，「技職校院行銷」才有其正面的意義。

關鍵字

技職校院 ； 行銷策略 ； 行銷工具

並列摘要

The purpose of this study aims at exploring of our country's marketing strategy of technological and vocational school in recruitment of students. Therefore, the text illustrates the definition of marketing and its importance at first. Second, investigates the source of marketing strategy and application in modern education and focus on the facing problem at present in the marketing strategy of technological and vocational school from the reason of marketing at the engaged school and explanation on the kinds of marketing tool. According to the result of document analysis, I propose the defects of marketing strategy of technological and vocational school. Including the administration personnel to the lack of marketing idea and resistant psychology and haven't the responsible marketing personal to process the entire marketing strategy programming. At last, pointing out to construct the well learning environment and should consistent the quality of education, to educate be a professional knowledge, competitive ability and job skill people. ”Marketing of technological and vocational school” has positive meaning.

並列關鍵字

technological and vocational school ； marketing strategy ； marketing tool