學校行銷與組織績效關係之研究－以組織結構為干擾變項

A Study of Relationships between Marketing for Schools and Organizational Performance: Organizational Structure as Moderator

郭維哲(Wei-Zhe Guo)

《新竹教育大學學報》 22期 (2006/06) Pp. 25-56

https://doi.org/10.7044/NHCUE.200606.0025

摘要

在教育市場開放之後，學校經營上勢必要引入多元的競爭策略，為了提升經營績效，適時引進學校行銷的策略有其必要性與正當性。再則，從結構追隨策略而言，在探討學校行銷與組織績效的同時，組織結構卻有著不容忽視的影響力。因此，本研究從策略、結構與績效的角度，來說明學校行銷、組織結構與組織績效的關係，其目的主要在於探討學校行銷與組織績效的關係，並進一步以組織結構為干擾變項，探討其對兩者的干擾效果。透過問卷調查蒐集資料，並採用線性多元迴歸及階層式干擾迴歸分析，結果發現學校行銷對組織績效具有不錯的解釋力，有助於組織績效的提高，此外，組織結構對學校行銷與組織績效亦有干擾效果。最後針對重要結論，分析其在學校經營管理意涵並提出建議及未來研究之課題。

關鍵字

學校行銷 ； 組織績效 ； 組織結構

並列摘要

After opening the educational markets, in order to improve the organizational performance, there are their necessities and proper to introduce the marketing for schools in good time. Moreover, from the view of 'structure follows strategy', while probing into relationships between marketing for schools and organizational performance, organizational structure has influence power that can't be ignored. Therefore, this research was mainly focused on relationships between marketing for schools and organizational performance. Besides, organizational structure as a moderator is expected to have moderating effect to their relationships. The major findings from this research through questionnaire investigation include, marketing for schools have good explanation strength and enhance the organizational performance. Besides, organizational structure has interference effect to relationships between marketing for schools and organizational performance. Finally, according to the conceptual framework and research findings, it also draws upon some suggestions for the school management and academic implications for the future research.

並列關鍵字

marketing for school ； organizational performance ； organizational structure

參考文獻

吳秉恩(1993)。組織行爲學。台北:華泰出版社。

李經遠(1991)。臺灣大企業組織結構三構面間之相關性。交大管理學報。12(1)，79-100。

范熾文(2001)。國小校長領導行為、教師組織承諾與學校組織績效之研究(博士論文)。國立台灣師範大學教育學系。

湯堯(2001)。學校經營管理策略：大學經費分配、募款與行銷。臺北:五南。

黃義良(2004)。國民中小學學校行銷指標與行銷運作之研究(博士論文)。國立高雄師範大學教育研究所。