策略行銷研究：國小在地遊學活動之實證分析

A Study of Strategic Marketing: Empirical Analysis on Local Travel Learning in Taiwan

葉兆祺(Chao-Chi Yeh)

《管理科學與統計決策》 4卷3期 (2007/09) Pp. 73-88

https://doi.org/10.6704/JMSSD.2007.4.3.73

摘要

本文運用策略行銷方法來分析國小在地遊學活動。策略行銷以有系統的分析架構來闡述企業活動，在競爭的環境中有效的運用企業本身的資源與競爭力。本研究以推動「在地遊學」活動之國小校長為實證研究對象，以模糊權重瞭解其在地遊學活動行銷策略、行銷參與度、行銷功能與行銷困境等看法，最後提出可行之建議。研究發現「在地遊學」活動仍處於嘗試階段，成效差異大；行銷策略著重產品與人員；以學校教職員工、家長與社區之行銷參與度較高；行銷功能主要為突顯辦學特色與增進教育品質；行銷困境主要為缺乏人力、經費與時間。

關鍵字

在地遊學 ； 教育行銷 ； 策略行銷 ； 模糊權重

並列摘要

This article utilizes the strategic marketing framework and fuzzy weight to analyze the local travel learning of the elementary school in Taiwan. The principals of elementary school who promote these activities were used as the survey samples. The paper tries to understand the marketing strategy, the marketing participation, the marketing function and the marketing difficult position of these activities. The research reveals that the local travel learning is still in the attempt stage, and the results of these activities vary. The product and personnel are the key factors of the marketing strategy of these activities; the participation of school teaching and administrative staff, parents and community is higher than other; the marketing function of these activities is mainly for promoting the school characteristic and the quality of teaching; the difficulties of the local travel learning are mainly the lack of the manpower, the funds and the time.

並列關鍵字

educational marketing ； fuzzy weight ； local travel learning ； strategic marketing

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