基北區私立高中職學校行銷策略之研究

A Study of the School Marketing Strategies of Private Senior High Schools in Taipei Area

田桂華(Kuei-hua Tien)

指導教授 ： 林淑珍

國立臺北科技大學/人文與社會科學學院/技術及職業教育研究所/碩士(2014年)

https://doi.org/10.6841/NTUT.2014.00619

摘要

本研究主要目的在探討不同背景變項之基北區私立高中職學生對學校行銷策略認知之差異情形。本研究之研究工具為「基北區私立高中職學生對學校行銷策略認知之調查問卷」，針對基北區私立高中職一年級學生進行分層隨機抽樣，共發放1,355份問卷，回收1,228份有效問卷，回收率90.6%，所得資料以描述性統計、獨立樣本t檢定及單因子變異數分析方法加以分析，研究結果如下：
一、基北區私立高中職學生對學校行銷策略整體及各層面重要性之認知屬中等以上重要程度之感受，以「通路策略」最為重要，其餘依序為「人員策略」、「價格策略」、「產品策略」、「推廣策略」。
二、基北區私立高中職學生對學校行銷策略整體及各層面學校實施方式之認知屬 中等以上符合程度之感受，以「產品策略」最為符合，其餘依序為「人員策略」、「價格策略」、「通路策略」、「推廣策略」。
三、基北區「私立國中」畢業學生對學校行銷策略重要性認知顯著高於「公立國中」畢業學生，但基北區「公立國中」畢業學生認為所就讀學校實施學校行銷顯著高於基北區「私立國中」畢業學生。
四、「新北市」國中畢業學生認為所就讀學校實施學校行銷顯著高於「臺北市」國中畢業學生。
五、基北區私立高中職「普通科」學生對學校行銷策略重要性認知顯著高於「職業類科」學生，但基北區私立高中職「職業類科」學生認為所就讀學校實施學校行銷顯著高於基北區私立高中職「普通科」及「綜合高中」學生。
六、基北區私立高中職「直升」入學學生對學校行銷策略重要性認知顯著高於「免試」入學學生，但基北區私立高中職「免試」入學學生認為所就讀學校實施學校行銷顯著高於基北區私立高中職「申請」入學、「登記分發」入學及「直升」入學學生。
七、基北區私立高中職學生家長職業為「工商業」者認為所就讀學校實施學校行銷顯著高於基北區私立高中職學生家長職業為「軍警公教」者。
八、基北區私立高中職學生家長教育程度為「國中」者認為所就讀學校實施學校行銷顯著高於基北區私立高中職學生家長教育程度為「高中職」者，而「高中職」又顯著高於「專科、大學」及「研究所」。
依據研究結果，分別對教育人員與未來研究者提出具體之建議，以供參考。

關鍵字

基北區私立高中職 ； 學校行銷策略

並列摘要

The purpose of the study is to investigate the difference of cognition on school marketing strategies for private senior high students with different backgrounds in Taipei area. The tool of research is a questionnaire, cognition on school marketing strategies for private senior high students in Taipei area, conducted among the 1st graders of private senior high schools in Taipei area by stratified random sampling. 1,355 copies of the questionnaire were distributed, 1,228 valid copies retrieved with a recovery rate of 90.6%. After analysis of collected data through descriptive statistics, independent sample t-test and one-way ANOVA, the results are listed as follows：
1. The cognitive degree of the school marketing strategies for private senior high students in Taipei area is above the average level of importance. The first is “place strategy”, and the rest are “personnel strategy”, “pricing strategy”, “product strategy”, and “promotion strategy” in sequence.
2. The cognitive degree of the school marketing strategies for private senior high students in Taipei area is above the average level of agreeableness. The first is “product strategy”, and the rest are “personnel strategy”, “pricing strategy”, “place strategy”, and “promotion strategy” in sequence.
3. The importance of the school marketing strategies for “private” junior high graduates is significantly higher than that for “public” junior high graduates in Taipei area, but the agreeable degree of implementing the school marketing strategies for “public” junior high graduates is significantly higher than that for “private” junior high graduates in Taipei area.
4. The agreeable degree of implementing the school marketing strategies for junior high graduates in “New Taipei City” is significantly higher than that for junior high graduates in “Taipei City”.
5. The importance of the school marketing strategies for students in “general” high schools is significantly higher than that for those in “vocational” high schools in Taipei area, but the agreeable degree of implementing the school marketing strategies for students in “vocational” high schools is significantly higher than that for students in “general” and “comprehensive” high schools in Taipei area.
6. The importance of the school marketing strategies for “direct promotion admission” senior high students is significantly higher than that for “exam-free admission” senior high students in Taipei area, but the agreeable degree of implementing the school marketing strategies for “exam-free admission” senior high students is significantly higher than that for “admission by application”, “application-based admission” and “direct promotion admission” senior high students in Taipei area.
7. The agreeable degree of implementing the school marketing strategies for senior high students whose parents’ occupations are categorized as “industry and business” is significantly higher than that for those whose parents’ occupations are among “military”, “police”, “government” and “teaching” categories in Taipei area.
8. The agreeable degree of implementing the school marketing strategies for senior high students whose parents’ education levels are “junior high school” is significantly higher than that for those whose parents’ education levels are “senior high school” in Taipei area, and “the latter” is significantly higher than that for those whose parents’ education levels are “college”, “university” and “institute”.
Based on the results of the study, suggestions to educators and future researchers are respectively proposed.

並列關鍵字

Private Senior High Schools in Taipei Area ； School Marketing Strategies

參考文獻

郭乃禎（2011）。臺中市國民小學教師對學校行銷策略認知與學校認同度之研究（未出版之碩士論文）。中臺科技大學文教事業經營研究所，臺中市。

李朝卿（2008）。南投縣國民小學學校行銷策略之研究（未出版之碩士論文）。中臺科技大學文教事業經營研究所，臺中市。

司徒達賢（1995）。策略管理。臺北市：遠流。

劉榮元（2009）。北臺灣綜合高中招生行銷策略之研究（未出版之碩士論文）。國立臺北科技大學技術及職業教育研究所，臺北市。

郭添財（2005）。人口遞減對當前教育之影響與未來教育之發展。臺灣教育，632，34-35。