本研究旨在探討國民小學因應現代趨勢可運用之學校行銷管理策略。近年來國民小學面臨了少子化的衝擊,在家長選擇權意識高漲的情形下,國民小學內部教育人員所面臨的重要課題就是如何留住學生,並吸引學生來就讀,在活動推廣上也需要借重行銷管理的概念,藉以得到更多人的參與與支持,因此在行銷管理觀念日益受到重視的情勢下,學校應如何透過一般企業的行銷管理概念,轉化為適用於國民小學經營的行銷管理策略,其中的情境分析與運用時應有之省思亦是本研究探討之重點,本文的結構首先瞭解行銷管理的意涵、再探討學校行銷管理的定義與策略,接著提出實施學校行銷策略的情境分析與應有的省思,最後,提出相關可行的策略與措施。
The main purpose of this research is to demand the school marketing in elementary schools' management. In recent years elementary schools face the impact on the decreasing number of student. Therefore, teachers have an important problem is to remain the number of student and attract other students enrolment. The important point of school marketing is to get trust and confidence of students and their parents. Firstly the meaning of marketing management is discussed and then the analysis of advantage and adverseness in making use of school marketing is advanced in this research. Finally, this research is raised suggestions and useful strategies to school management.