學校創新經營的金三角行銷策略之探究－以台北縣屈尺國小為例

An Investigation of Golden Marketing Strategy in Primary School-A Case Study of Cyuchih Primary School in Taipei County

林仁煥(Ren-Huan Lin)

《學校行政》 57期 (2008/09) Pp. 165-190

https://doi.org/10.6423/HHHC.200809.0165

摘要

本研究以文獻分析及訪談法來探究學校創新經營的金三角行銷策略，並以台北縣屈尺國小為例進行個案分析。訪談對象為該校之校長、主任、老師及家長代表，試圖探究學校領導者在學校創新經營的過程中，如何落實金三角行銷策略以提升學校創新經營成效？本文經由文獻分析及訪談發現，學校的領導者具有以落實內部行銷為基礎，進而驅動外部行銷及互動行銷的行銷策略觀念。而學校創新經營的金三角行銷策略，主要是以先落實五項內部行銷策略，再則，學校可以驅動五項外部行銷策略及五項互動行銷策略。學校創新經營積極落實金三角行銷策略，能強化學校與利害關係人的互動合作，有助於外界對學校創新經營績效的瞭解與認同，更能提昇學校創新經營的卓越成效。

關鍵字

學校創新經營 ； 金三角行銷

並列摘要

This research plans to explore golden triangle marketing strategy through two methods: data analysis and interviews. The subject is Cyuchih Elementary School in Taipei County. Planned respondents are Cyuchih's principle, directors, teachers and representative of parents. The researcher tries to investigate that when running a primary school, how leaders implement golden triangle marketing to amplify performances? Through data analysis and interviews, leaders have the basic concepts as ”implementing internal marketing to activate external and interactive marketing”. On the other hand, the golden triangle marketing aims to practice five internal marketing strategies, and then to activate another five external and interactive marketing strategies. If one school can zealously implement golden triangle marketing strategy, interactions among the school and individuals are intensified. Meanwhile, the public will understand and recognize efforts made by schools, and the performance of school is expected to be enhanced.

並列關鍵字

innovation management ； golden triangle marketing

參考文獻

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