桃園縣國小推動客語生活學校計畫之成效－政策行銷的角度

The result of Hakka language-living school in Taoyuan County Elementary School-The Policy Marketing Point of View

羅一貴(I-kuei Lo)

指導教授 ： 陳欽春 ； 江明修

國立中央大學/客家學院/客家研究碩士在職專班/碩士(2011年)

摘要

桃園縣國小推動客語生活學校計畫之成效－政策行銷的角度
摘要
　　本研究以政策行銷的角度探討桃園縣國小推動國小客語生活學校計畫的現況認知、滿意程度、困境分析，以及因應與回饋，並且根據研究發現與結論，提出建議，以供客委會和相關單位參考。本研究採用調查問卷法，主要研究對象是桃園縣99年度52所國小推動客語生活學校計畫之校長、教務主任、教學組長、第一線教師等共397人，實際回收有效樣本348份，所得問卷資料以SPSS for Windows統計套裝軟體進行統計分析。
　　依據研究發現，彙整成結論，分成四大部分說明：
壹、政策行銷規劃的認知情形方面：一、創造者具政策理念的前瞻性，應再增強政策執行的貫徹性；二、創造者具創新的概念，應在擴散的過程中強化平台的聯結。
貳、政策行銷執行的滿意程度方面：一、創造者政策的整體滿意度高，應更有效的整合資源；二、政策執行者具豐富行政經驗，惟應留意遺漏的環節。參、政策行銷的困境分析方面：一、創造者對政策的用心獲肯定，應再強化政策行銷管道的運用；二、政策執行者善用現有資源，應再加強內部行銷。
肆、政策行銷的因應與回饋方面：一、重視市場區隔的差異化行銷，強化人力資源的運用；二、針對地域的差異，採取不同的政策行銷策略。
　　根據研究結論，提出建議如下，供客委會及相關單位參考。
壹、對客委會的建議：一、透過政策行銷管道的運用以推動客語生活學校計畫；二、因應學校環境的差異，有效運用市場區隔原則；三、瞭解標的團體的需求以凝聚共識；四、建立政策行銷的資源管理以提供學校完善服務；五、建置客語教學標準流程以推廣客家文化；六、設立行銷服務的評估與回饋機制以提升政策服務品質。
貳、對學校和社區、家長的建議：一、建立推廣人員的互動平台以形成組織網絡；二、善用現有的資源以落實客語教學的實用性；三、舉辦客家文化體驗課程，增廣師生見聞；四、結合社區家長和地方資源，活絡客語生活學校政策。

關鍵字

客語生活學校 ； 政策行銷 ； 創新的擴散 ； 教育政策行銷

並列摘要

The result of Hakka language-living school in Taoyuan County Elementary School-The Policy Marketing Point of View
ABSTRACT
This research discusses the promotion in Hakka language-living school in Taoyuan County elementary school with the policy-marketing -- the current conditions of awareness, satisfaction, dilemma analysis, and respond and feedback, and according to research detection and conclusion, put forth a suggestion for Hakka Affairs and the relevant organizations. This research adopts a questionnaire survey, and the main research object of study is the Year 99’s of 52 principals, deans, teaching senior clerks, and forefront teachers in elementary schools promoting Hakka language-living in Taoyuan County. There are 348 valid samples out of 397. The obtained questionnaire data are carried on to statistics analysis by SPSS for Windows.
Based on the research findings, compiled conclusions were divided into four major parts:
First, the cognition aspects of policy marketing: A, the creator has the prospect of policy principle, should enhance to carry out through in the policy further; B, the creator has creative concept, should enhance the platform coupling in the process of diffusion.
Second, the satisfied degree of the policy marketing executive: A, the whole satisfaction of creator''s policy is effectively high, should be more effective to integrate the resource; B, the policy performers have abundant administration experience, Should be careful attention the missing link.
Third, the dilemma of policy marketing analyzes aspect: A, the creator attains the affirmatively to the policy, should enhance the usage of the policy marketing further; B, the policy performer know how to handle an existing resource, should strengthen internal marketing further.
Fourth, policy marketing respond and feedback aspect: A, value the variation marketing, strengthen human resources utilization; B, in view of the region difference, adopts the different policy marketing strategy.
According to research conclusion, put forth the following recommendations for Hakka Affairs and related organizations:
A, for Hakka Affairs: 1. promote Hakka Language School plan through the usage of marketing policy; 2. respond the difference of environment in the school, effectively make use of the principle of the market compartment; 3. understand the need of object group to coagulate a consensus; 4. build up the resource management of policy marketing to provide a school perfect service; 5. establish Hakka language teaching standard flow to promote the Hakka culture; 6, set up to sell ministrant valuation and feedback mechanism to promote a policy service quality.
B, the suggestions for the school, the community, and parents: 1. establish the personnel''s interactive platform to organize a network by formation; 2. make good use of the existing resource to carry out the Hakka language teaching; 3. hold Hakka cultural experience curriculum, broaden teachers and the students'' general knowledge; 4. combine community parents and local resources to limber up a language policy in the Hakka life school.

並列關鍵字

Educational policy marketing ； Diffusion of innovations ； Policy marketing ； Hakka language-living schools

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