學校教育行銷知識基礎之文字探勘研究

Text Mining Research on the Knowledge Base of School Education Marketing

林詩猛(Shih-Meng Lin) ； 蔡金田(Chin-Tien Tsai)

《學校行政》 141期 (2022/09) Pp. 43-71

https://doi.org/10.6423/HHHC.202209_(141).0003

摘要

每個時期的風華有其歷史價值，過往之研究大多基於研究者的專長領域限制，無法綜觀該時期全面性關注之議題，亦較難反映當時輿情與教育行政趨勢。本研究旨在為了系統性回顧有關學校教育行銷的研究成果，進而探究學校教育行銷之知識基礎與研究趨勢，運用R語言撰寫程式語言，以「文字探勘」技術探討蒐集碩、博士論文摘要之教育行銷知識基礎與研究趨勢文字內容進行資料分析。透過文字探勘分析我國碩、博士論文摘要，分別依長條圖、文字雲、陡坡圖、主題分析、集群分析、網絡圖及特定字詞網絡圖分析，呈現多方塑模結果，研究結果發現學校教育行銷知識基礎趨勢主題聚焦於「家長滿意度與學校特色」、「學校效能與組織運作」、「課程規劃與教學創新」、「環境營造與家長參與」、「品牌形象與推廣通路」等五大主題。本研究透過文字探勘之長條圖、文字雲、主題分析可知，學校教育行銷知識基礎之研究，以學校為主軸，統合校長、教師與學生之人力，善用各種行銷策略，並整合校內外各種軟、硬體資源，重視家長滿意度，以達成有效能的學校為目標。

關鍵字

學校教育行銷 ； 文字探勘 ； 知識基礎

並列摘要

The elegance of each period has its historical value. Most of the previous studies were based on the limitations of the researchers' expertise. It was impossible to comprehensively look at the issues of concern during that period, and it was difficult to reflect the current public opinion and educational administration trends. In order to systematically review the research results of school education marketing, this study explores the knowledge base and research trends of school education marketing. Use R language to write programming language, use ＂text mining＂ technology to explore the knowledge base of educational marketing and research trend text content for collecting master and doctoral dissertation abstracts for data analysis. Through,Using text mining to analyze the abstracts of my country's master and doctoral dissertations, respectively, according to bar chart, word cloud, steep slope map, theme analysis, cluster analysis, network diagram and specific word network diagram analysis, to present multi-party modeling results. The study found that, School education marketing knowledge base trend themes focus on ＂Parent Satisfaction and School Characteristics＂, ＂School Effectiveness and Organizational Operation＂, ＂Curriculum Planning and Teaching Innovation＂, ＂Environmental Creation and Parent Participation＂, ＂Brand Image and Promotion Channels＂, etc. Five themes. Through the analysis of bar charts, word clouds, and themes of text mining, this research shows that the research on the knowledge base of school education marketing takes schools as the main axis, integrates the human resources of principals, teachers and students, makes good use of various marketing strategies, and integrates various internal and external schools. Software and hardware resources, attach importance to parental satisfaction, and aim to achieve an effective school.

並列關鍵字

school education marketing ； text mining ； knowledge base

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