國小教育人員對學校行銷策略認知及其實際運作之研究以南部五縣市之國民小學為例

A Study of Educators at Primary School Perceive Marketing Strategies and Their Application.- Based on Five Counties of Southern Taiwan

黃義良(I-Liang Hawng) ； 謝水乾(Shi-Gian Hsieh) ； 許詩旺(Shi-Wang Xu)

《新竹師院學報》 18期 (2004/06) Pp. 43-72

https://doi.org/10.7044/JNHCTC.200406.0043

摘要

本研究旨在探討國民小學在行銷的制度及現況、學校行銷策略重要性認知與實際運作情形以及行銷的優先順序及困境等。研究主要採問卷調查法，並輔以半結構訪談方式。樣本為台灣地區南部五縣市的國小教育人員共1602人，有效回收問卷1376份，有效回收率為85.9%。研究結果如下：
一、國民小學的行銷策略運作，有助於達成組織目標，亦可增進各界人士對學校的瞭解與支持。
二、國民小學目前普遍設立行銷組織。
三、國民小學對行銷策略認知與實際運作，反應普遍良好，但仍有努力空間。
四、背景為「教育程度研究所以上、校長與中型規模」的國小教育人員在行銷策略認知重要性較高。
五、背景為「小型學校、校長、教育程度研究所以上及年齡愈大者」的教育人員，在行銷策略實際運作上較為積極。
六、人員與時間的限制，是國小當前推動行銷的主要困境。

關鍵字

國民小學 ； 教育人員 ； 行銷策略

並列摘要

The purpose of this study is to explore marketing systems and current status, the importance
and application of marketing strategies, the priority and obstacles to promote marketing strategies at primary schools. The survey was conducted primarily with questionnaires and supplemented with semi-construction interviews. A questionnaire was sent to 1602 educators at primary schools
located at five counties of southern Taiwan, and 1376 responded. The effective rate was 85.9%.
Findings of the study are as follows:
1. Marketing Strategies help to achieve organization targets, and increase the apprehension and
support of community to schools.
2. For most of the primary schools, the marketing organization is not a regularly set organization.
3. Educators’ perception toward marketing strategies and practices is good, but there is still more
to improve.
4. Educators with master degree or above, principals and those who work in medium-scale schools
perceive marketing strategies more importantly.
5. Educators in small-scale schools, principals, those who with master degree or above, and older
educators promote marketing strategies more actively.
6. Personnel and time limit at primary schools are two of the major obstacles to promote
marketing strategies.

並列關鍵字

Marketing Strategies ； Educator ； Primary School

參考文獻

American Marketing Association(1985).Marketing Definition: Blossary of Marketing Term.Chicago, IL:American Marketing Association.

American Marketing Association(1985).Marketing Definition: Blossary of Marketing Term.Chicago, IL:American Marketing Association.

Booms, B. H.,Bitner, M. J.(1981).Marketing strategies and organization structures for service firms.Chicago, IL:American Marketing Association.

Booms, B. H.,Bitner, M. J.(1981).Marketing strategies and organization structures for service firms.Chicago, IL:American Marketing Association.

Gary, L.(1991).Marketing education.Buckingham:Open University Press.