臺北縣公立國民小學學校行銷策略與學校形象關係之研究

A Study of the Relationship between School Marketing Strategies and School Image of Taipei County Public Elementary Schools

楊順宇(Shun-yu Yang)

指導教授 ： 楊朝祥

淡江大學/教育學院/教育政策與領導研究所碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00802

摘要

本研究旨在探討臺北縣國民小學教育人員知覺學校行銷策略與學校形象關係之研究，並比較不同背景變項所產生的差異，進一步分析學校行銷策略與學校形象之關係。
本研究採用問卷調查法，以95學年度台北縣國民小學教育人員為研究對象，採分層隨機抽樣方法，共計發出943份，回收有效問卷767份，調查所得資料以次數分配、百分比、平均數、標準差、單因子變異數分析、皮爾遜積差相關、典型相關等統計方法，進行資料處理分析，主要結論如下：
ㄧ、臺北縣國民小學教育人員對「學校行銷策略」與「學校形象」均有中上程度的了解，分別以「價格策略」與「教師形象」的知覺程度最高。
二、臺北縣國民小學教育人員知覺整體「學校行銷策略」與整體「學校形象」，因年齡、教育程度、任教年資、現任職務、行政年資的不同而有顯著差異。
三、臺北縣國民小學教育人員知覺「學校行銷策略」各策略構面與「學校形象」各形象構面，因背景變項不同而有部分顯著差異。
四、台北縣國民小學教育人員，知覺「學校行銷策略」與「學校形象」間具有顯著的高度正相關，而且各構面之間也具有顯著的中度以上正相關。
五、「學校行銷策略」之五個構面與「學校形象」之五個構面間具有典型相關，並可抽出三組典型因素。
六、以典型相關而言：在實施學校行銷策略中，如果加強推動「人員策略」與「通路策略」，則對應學校形象中的「教師形象」、「教育成效形象」與「優質環境形象」的知覺程度，也會因而獲得提升；如果加強推動「人員策略」與「產品策略」，則對應學校形象中的「校長形象」與「公關形象」的知覺程度，也會因而獲得提升。
最後根據研究發現，並綜合相關文獻與研究心得，分別對教育行政機關、學校領導者、國民小學教師、及後續研究者提出建議，以供實務工作與學術研究之參考。

關鍵字

國民小學 ； 行銷 ； 學校行銷策略 ； 行銷組合策略 ； 學校形象

並列摘要

The purpose of this study was to explore the relationship between Taipei County elementary school educational staff’s awareness of school marketing strategies and school image , and to compare the discrepancies engendered by different background variables. It further analyzed the relationship between school marketing strategies and their effects on school image.
This research employed the questionnaire survey method and investigated the opinions of educational personnel in Taipei County elementary school in academic year 2006. Based on the tiered random sampling method, 943 questionnaires were mailed out and 767 valid questionnaires were received . The data obtained were processed and analyzed via statistical methods such as frequency distribution, percentage, mean number, standard deviation, single-factor ANOVA, Pearson product-moment correlation and typical correlation. Major conclusions were as follows:
1. Taipei County elementary school educational staffs all had above-average understanding of “school marketing strategy” and “school image.” Their awareness of the “price strategy” and “teacher’s image” were the highest.
2. Taipei County elementary school educational staffs’ awareness of overall “school marketing strategies” and overall “school image” were differ significantly due to difference in age, educational degree, years of teaching experience, current position, and years of administrative experience.
3. Taipei County elementary school educational staffs’ awareness of the various strategic dimensions of “school marketing strategy” and various image dimensions of “school image” showed partial significant discrepancies due to
difference in background variables.
4. Taipei County elementary school educational staffs’ awareness of “school marketing strategy” was significantly and positively correlated with their awareness of “school image.” There were also above-average positive correlations between different dimensions.
5. There were typical correlations between the 5 dimensions of “school marketing strategies” and the 5 dimensions of “school image”; and t 3 sets of typical factors could be extracted.
6. For the implementation of the school marketing strategies, if the “Personnel Strategy” and “Channel Strategy” were emphasized, then awareness of the corresponding elements in the school image such as “Teacher Image”, “Education Achievement Image” and “Quality Environment Image” would be enhanced. If the emphasis were on “Personnel Strategy” and “Product Strategy”, “Principal’s Impage” and “Public Relations Image” would be enhanced as well.
Finally, according to research findings and conclusions , this study proposed recommendations for educational administration agencies, school leaders, elementary school teachers, and follow-up researchers as references for field works and academic studies.

並列關鍵字

elementary school ； marketing ； school marketing strategy ； marketing mix strategys ； school image

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