學校行政人員對學校行銷理念與策略認知及運作之研究----以新竹縣市國民中學為例

黃子玲

指導教授 ： 蓋浙生

國立臺灣師範大學/教育學院/教育學系在職進修碩士班/碩士(2005年)

摘要

摘　要
　　本研究旨在探討不同背景之新竹縣市國民中學學校行政人員對於學校行銷理念與策略的認知、學校行銷運作現況、學校行銷執行困境及學校行銷對學校經營的影響等方面之問題，進行相關文獻收集與分析探討。主要用問卷調查輔以訪談法，以新竹縣市國民中學學校行政人員，包括校長、主任、教師兼任組長及副組長等535人為研究對象，將普查調查所得的資料，進行資料分析與整理，最後歸納分析結果，提出改進建議

壹、結論：
一、「設立跨處室的行銷小組」是建構學校行銷機制的最佳方式
二、推動學校行銷最重要條件為校長具備行銷理念與策略，並能積極領導行政人員團隊合作
三、學校行銷成功的最關鍵對象是本校家長、學區國小師生和社區人員
四、目前新竹縣市國中學校行銷的主要重點層面在傳達校長辦學的理念、學校課程內容及教學活動特色、學校的升學率及未來發展
五、新竹縣市目前學校行銷的困境是行政人員工作繁重，缺少專責行銷機制，校長缺乏行銷理念與支持
六、學校行銷理念及策略推廣有助於突顯學校辦學特色，爭取更多學生來源及增進師生對學校向心力，提升學校整體形象。
貳、建議：
一、對教育主管單位的建議：
(一)提供相關資源，協助各校辦理行銷活動，建構學校行銷人才培育體系
(二)舉辦或獎勵富有創意的教育行銷活動，展現地方教育的特色
二、對學校的建議：
(一)視學校資源性質，掌握行銷契機，建立相對應的行銷機制
(二)推廣行銷活動加強社區溝通，增進各界對學校的暸解、認同與支持
(三)加強學校內部行銷運作，縮小不同背景成員，對學校行銷認知與作法上的分歧，獎勵行銷有功人員
(四)利用行銷活動，活化學校組織文化，重新檢視學校經營狀況與內外環境的變化
三、對後續研究的建議
可將研究對象範圍擴大，朝向各層級學校或單一學校研究

關鍵詞：國民中學、學校行銷、行銷策略

關鍵字

國民中學 ； 學校行銷 ； 行銷策略

並列摘要

Abstract
The purpose of this study is to discuss the discrepancy of recognition and practical operation of marketing strategy, specifically referring to the recognition of educators working in the middle schools of Hsinchu City and Hsinchu County with different backgrounds on school marketing system & current status, as well as individual importance in the strategy, demand measures, constraints of the system, and the effects of school marketing etc. in all through the collection and analysis of related documents. The questionnaire survey method has been mainly applied to 535 people, including principals, directors, team leaders and teachers.The conclusions and suggestions are induced and cleared after analysis and discussion.
1. Through analysis of the related documents as well results of the questionnaire, the conclusions of this research are as follows:
1.1 Recognition of marketing concept and strategy in school
1.1.Management of the school marketing strategy should be in accordance with the characteristics of the school staff.
1.2 The principal should be clear about marketing concept and strategy, and lead school members to connect with the community and implement the marketing strategy.
1.3 The crucial succeeding element of the marketing system is to earn satisfaction and support from the student’s parents and members of the community so as to recruit more students.
1.4 The main points of current school marketing of junior schools in Hsinchu are the communication of the principal’s concept in school management, the contents of courses and the characteristics of teaching activities, the proportion of students entering schools of higher grade, and the future development.
1.5 The current difficulties in the implementation of marketing strategy are lack of marketing mechanism, marketing personnel and resources, and marketing techniques.
1.6 Marketing helps to promote achievements in performance in addition to boosting the efficacy and extensive virtues of the school.
2. Researcher has reached following recommendations with respect to above conclusions:
2.1 Recommendation to education authority
2.1.1. establish training structure of school marketing personnel to provide corresponding resources;and assist schools in executing marketing activities.
2.1.2 Conduct and encourage creative education marketing activity
to show the characteristics of local education
2.2 Recommendation to schools
2.2.1 Respond to marketing opportunity base on the nature of school’s
resource. Establish corresponding marketing mechanism.
2.2.2 Promote marketing activities to strengthen communication with communities and enhance the public’s understanding, identification and support towards school.
2.2.3 Reinforce school’s internal marketing functions; reward those who have contributed to school’s marketing effort. minimize differences among school staffs with different background in relation to recognition and implementation of school marketing.
2.2.4 Use marketing activity to revive school’s culture of organizational structure to improve school’s internal communication to examine the state of school’s operation and transformation of internal and external environment.
2.3 Recommendation for the further studies
As for the further study,Isuggest to extend the research toward the specific or different grade school
Key words: junior high school, school marketing, marketing strategy

並列關鍵字

junior high school ； school marketing ； marketing stratege