高中職校行銷策略之研究-以育達新興高中為例

Researching into the marketing strategies of professional schools

徐南平(Nan-Ping Hsu)

指導教授 ： 徐學忍博士

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

摘 要
本論文研製之的動機在探討，公立高中不斷增加，而出生人口逐年降低，學生人數逐年減少的情形下，桃園地區私立高中職校以何種招生策略作為生存之道。目的在希望透過本研究，為私立高中職找出可行的方向。
本研究選定近年招生足額的兩所學校，育達與新興高中作為研究對象，透過對校長、招生組長的深度訪談，以了解現階段私立高中職校的招生方法與策略，另對高一學生以自編問卷調查表施測，借以了解國三學生在選擇就讀高中職校的資訊來源與就讀誘因，兩相對照加以整理、分析，作成對私立高中職校制定招生策略的參考，以及對政府的建議。
歸納本研究的分析獲得以下結論：
壹、對私立高中職的建議：
一、 招生行銷對象應鎖定地區國中為優先，以符合現階段家長、學生及教育當局的願望。
二、 招生行銷策略應將家長納入，因家長是學生選擇學校的主要資訊提供者。
三、 私立高中職校應將師資納入行銷宣導資料，現階段學校投入龐大的財力人力在師資上，卻未能提供家長與學生作為選讀學校參考。
貳、對教育當局的建議：
一、 積極爭取提高就近入學獎學金並普及化，一方面可鼓勵學生就近入學，另一方面可早日達到社區化的政策。
二、 學費差異化，依學生住家位置，設定社區內學生與社區外學生在學費上，有一定比例的差額，以鼓勵學生就近就讀。

關鍵字

行銷觀念 ； 非營利組織 ； 目標市場 ； 顧客導向

並列摘要

ABSTRACT
Under the straitened circumstances of the continuous increase of public senior high schools, the decrease of human fertilities and student population year by year, how the private professional schools in Taoyuan area develop their own strategies to recruit students and their ways to compete with those public senior highs. One of the main objects of my researching is to examine these alternatives of the private professional schools.
I selected YUDA and Shin Shing as my studying cases, which are the two brilliant senior highs in achievements of recruiting students. By means of the interviews with the principals and the recruiting directors of these two schools, I tried to understand the possible manners and tactics of the private professional schools at present. And through the questionnaire, I also surveyed how the K-9 students in junior highs to attend their favorite professional senior highs. To work along both lines of analyzing these materials and information, I’d made some conclusions and suggestions:
1. for the private professional schools:
• The best sought-after objects of recruiting are coming from the local junior highs, so as to match the desires of parents, students, and the local education authority.
• The recruiting tactics should attract the attention of the parents, who having the dominance to the decisions - making of students.
• The teachers’ qualification should deeply be exploited to be one of the most promotion and strongly be convicted to be one of the best norm.
2. for the the local education authority:
• Conciliating to improve and to popularize the scholarship for encourage those who “ enter the nearby ”, and to achieve the policy of becoming the community soon.
• Setting some grades of tuition fees according to the different distances, encouraging the nearby K-9 students to make efforts to come.

並列關鍵字

HASH(0xd55274c)

參考文獻

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