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  • 學位論文

學校行銷倫理之研究--以一所國民中學為例

The Study on Marketing Ethics in School: A analytical case study in a junior high school

指導教授 : 黃乃熒
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摘要


隨著學校經營應用行銷的盛行,學校行銷研究也廣受國內外研究者關注與探究,正值學校行銷研究趨於飽和之際,近年來,企業界與學術界燃起對行銷倫理議題的重視,在企業界著眼於行銷倫理,視倫理為行銷之根本精神的同時,反觀之,倘若學校行銷少了倫理的背書與支持,則學校教人為善的原則亦難以成立,更難為眾人之典範。是故,本研究乃在此背景之下,致力於探討學校行銷倫理。環顧國內當前的行銷倫理研究,多以保險業、醫療院所及直銷業為對象,再者,行銷倫理研究多以量化研究採以問卷調查方式進行,職此之故,本研究視一所國民中學為研究焦點,並以質性個案研究採以訪談及文件蒐集方式進行,以校內十二位學校成員為對象,試圖以倫理為背景探析學校行銷的現況、學校行銷倫理的影響及學校行銷倫理落實的途徑。 綜合研究發現,本研究之結論如下: 壹、蘭芯國中學校行銷倫理現況強調德行、誠實、正義、關懷及義務倫理等價值。 貳、學校行銷倫理能提升成員的向心力及認同感,促使學校成員進行自我反省。 參、學校行銷倫理能樹立學生學習典範,成為家長、社區人士信賴、學習的對象。肆、學校行銷倫理能形塑良善的社會風氣,吸引高社經背景家庭遷入居住。 伍、學校行銷倫理能提高學校招生效能。 陸、學校行銷倫理可藉由校長採以民主領導方式來落實。 柒、學校行銷倫理可藉由打造溫馨和諧的校園風氣來形塑。 捌、學校行銷倫理可透過鞏固校內成員的倫理道德觀來建構。 玖、學校行銷倫理可依循學校成員盡心盡力的從事教育工作來奠基。 拾、學校行銷倫理以誠實面對行銷對象、公開行銷資訊並遵守諾言來孕育。 基於本研究之發現與結論,文末針對校長、學校成員及後續研究提出建議。

並列摘要


Accompany the prevalence of school marketing, investigations of marketing in school have also received the attention from inquirers overseas. As the studies of school marketing have show a tendency to saturation, business communities and academic communities have taken account of issues of ethics as well these years. On the contrary, if there were no ethics to support school marketing, then it is difficult to satisfy the principle of school to teach people being good, even being the model for others. Consequently, that is the reason why this inquire focuses on ethics of school marketing. However, insurance industry, hospital and direct marketing had been the target of ethics of marketing investigations in Taiwan. Furthermore, the major researches had been proceeded in the approach of quantity using questionnaire as survey method. Hence, this inquire adopted qualitative case study as the approach, a junior high school was the object of study. Relying on the interview of twelve school members and document collecting as research data. This study tries to explore the existing circumstance, the influence and the realizing paths of school marketing ethics. The conclusions of this study as follows: 1. Lan-Xin junior high school’s existing circumstance of marketing ethics strengthen on virtue, honesty, justice, caring and deontology. 2. School marketing ethics could promote the centripetal force, identification and introspection of school members. 3. School marketing ethics could establish the learning model for students, and become the pattern that parents and the community could follow and depend on. 4. School marketing ethics could mold the virtuous social climate, attracting family of high social estate to immigrate in. 5. School marketing ethics could increase the efficiency of school’s enrollment of students. 6. School marketing ethics could be implemented through the democratic leadership by principal. 7. School marketing ethics could be molded by making the warm and harmonious campus climate. 8. School marketing ethics could be constructed by solidified the ethics value of school members. 9. School marketing ethics could be established through school members contributing on schooling work. 10.School marketing ethics could be gestated by facing the marketing target honestly, publishing the marketing information, and obeying the promise. According to the discovery and conclusion of research, there are several suggestions for principal, school members and the future studies provided in the end of the thesis.

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