私立大學行銷策略運用之探討－以玄奘大學爲例

A Study on Marketing Strategy Applications of Private University-Taking Example by Hsuan Chuang University

賴廷彰(Ting-Chang Lai)

《教育暨外國語文學報》 3期 (2006/07) Pp. 37-50

https://doi.org/10.6372/JEFLL.200607.0037

摘要

近年來在教育局「教育自由化」政策下，大學設立朝開放方向鬆綁，也導致大學學校數量呈遽增現象，但在此趨勢下，伴隨著出生人口數的逐年降低和政府教育經費有限情況下，已嚴重衝擊到未來大學的經營與發展，也在此衝擊影響下，各種型式的招生行銷策略規劃也就紛紛出爐，並已蔚爲各大學校院校務推展主要重點項目。而私立大學在此發展趨勢下，原本就處於較公立大學劣勢的地位情況下，所以私立大學其能量除了要提升之外，更應借重適當之行銷手法來吸引其顧客（學生）前往該校就讀。
因此，本研究以個案探討的方式，將焦點鎖定在玄奘大學教育行銷組合策略與實施成效上，應用了文獻分析及問卷分析研究方法，量化資料則應用SPSS/11.5統計套裝軟體進行分析及考驗，研究對象爲立意抽樣所選擇的二所公立高中的學生。經本研究綜合發現，就讀不同類組的受試者在教育行銷組合策略各向度認知的得分皆有顯著差異，可提供給學校在從事學校行銷時作爲相關活或策略規劃的參考依據。

關鍵字

行銷 ； 非營利組織 ； 教育行銷組合策略

並列摘要

Recently in Taiwan, many universities appeared abruptly because of the powerful push from the government's policy--- ”The Liberation of Education”, which seriously influenced the management and development of the universities. Nowadays, the marketing strategy for the universities to recruit new students has become a crucial point. So private university its energy besides must promote, should rely on for help the marketing the technique to attract its customer (student) to go to their school to go study.
Therefore, this study by the case discuss way, focal point locking in the education marketing mix strategy and the effectiveness using, has applied the Literature review and Questionnaire survey were employed in this study. The SPSS/11.5 statistics software is used to conduct a statistical analysis on obtained from these questionnaires. This study adopt of purposive sampling on two public high schools' students which sampling chooses. After this research synthesis discovery, goes study not the similar group respectively to score points trying in the education marketing combination strategy to a cognition all has difference of significant, may provide for the document university is engaged in the marketing took when the reference.

並列關鍵字

marketing ； nonprofit organization ； education marketing mix strategy

參考文獻

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