學校行銷組合與效能之關聯研究---以桃園縣偏遠地區小學為例

The Study on Relationship between School Marketing Mix and School Effectiveness--An Example of remote elementary schools in Taoyuan County

張桂惠(Kuei-Hui Chang)

指導教授 ： 陳家祥

元智大學/管理學院/管理研究所/碩士(2009年)

摘要

本研究主要的目的在瞭解桃園縣偏遠地區小學學校行銷組合與學校效能的現況，同時探討不同背景變項的教育人員，對於學校行銷組合與效能的認知差異情形，以及學校行銷組合與學校效能之間的關聯性。為達研究目的，採用問卷調查法進行實際調查，以桃園縣偏遠地區小學校長、教師兼行政人員、一般教師作為研究對象，共計發出390 份問卷，回收率87.7%，有效樣本337 份。為瞭解研究結果，研究中運用平均數、標準差、百分比、t檢定、單因子變異數分析、皮爾遜積差相關、逐步迴歸分析等方法，將調查所得資料以SPSS 12.0 For Windows統計套裝軟體程式進行調查資料的統計分析。根據研究資料之分析，本研究主要的結果如下：
壹、桃園縣偏遠地區小學的學校行銷組合現況中，以「通路策略」表現較佳。
貳、桃園縣偏遠地區小學的學校效能現況中，以「教師專業效能」表現較佳。
參、桃園縣偏遠地區小學在學校行銷組合的覺知程度，國小校長在「通路策略」層面的覺知程度較高
肆、桃園縣偏遠地區小學教育人員對於學校效能的覺知，會因年齡、現任職務、教育程度的不同而產生顯著差異
伍、學校行銷組合與學校效能具有顯著的正相關。
陸、整體學校行銷組合對學校效能具有解釋力及預測力，其中以產品策略具有主要預測作用。
最後根據研究結果提出具體建議供教育行政機關、國民小學學校行政之教育應用及未來研究之參考。
關鍵字：學校行銷組合、學校效能、偏遠地區小學

關鍵字

學校行銷組合 ； 學校效能 ； 偏遠地區小學

並列摘要

The research aims to understand the current situation of elementary school marketing mix and effectiveness of remote district in Taoyuan county, Meanwhile, it probes the differences of perception that the educational personnel with differed variable background have the identification of school marketing mix and effectiveness, as well as discuss the relationship between school marketing mix and efficacy. In order to reach the study purpose, the research applies the questionnaire to the practical survey that treats elementary school principles, teaching and administrative staff, as well as regular teachers as the subject for sending out 390 questionnaires at total with return rate 87.7% for effective sample 337 portions. In order to realize the research result, the data obtained is processed by average, deviation, percentage, t-test, one-way ANOVA, Pearson product-moment correlation, stepwise regression analysis, etc., and implement SPSS 12.0 For Windows statistic software package for analysis of the outcome data. In accordance with the analysis of research data, the major results of the study are given below:
1. In the current situation of elementary school marketing mix of remote district in Taoyuan County, “approach strategy” is much outstanding with better performance.
2. In the current situation of elementary school effectiveness of remote district in Taoyuan County, “teacher’s professional efficiency” is quite prominent with better performance.
3. In respect to the degree of awareness that remote district elementary school in Taoyuan County expresses in regard to school marketing mix, elementary school principles appear to have relatively higher awareness in the aspect of “approach strategy”.
4. In terms of the awareness that teaching staff of remote district elementary school in Taoyuan County show in the aspect of school efficacy, it reveals with obvious differentials due to the differences of age, present post, and educational level.
5. School marketing mix is positively correlated with school function.
6. The integration of school marketing mix delivers interpretation and prediction of school effectiveness, in which, product strategy carries out the main function of forecast.

In the end, based on the research outcome, the concrete suggestions to be issued and provided for educational administration and elementary school as the reference of educational application and future study.

Key Words: School Marketing mix, School effectiveness, Remote Elementary School

並列關鍵字

School Marketing mix ； School effectiveness ； Remote Elementary School

參考文獻

王奕婷（2004）。我國高等教育行銷之研究。國立台灣師範大學教育研究所碩士論文，未出版，台北。

江長雄（2005）。學校行銷組合策略與組織績效之關係研究：以桃園縣國民小學為例。中原大學教育研究所碩士論文，未出版，桃園。

李 幸（2001）。國民中學學習型組織、教師自我效能與學校效能關係之研究。國立高雄師範大學教育學系碩士論文，未出版，高雄。

吳清山（2004）。學校行銷管理的理念與策略。北縣教育，47，23－34。

吳清山（2000）。學校績效責任的理念與策略。學校行政雙月刊，6，3-13。