台灣私立雙語小學學校行銷之研究

A Study on the Marketing of the Private Bilingual Elementary Schools in Taiwan

黃孟如(Meng-Ju Huang)

指導教授 ： 黃坤錦

中原大學/人文與教育學院/教育研究所/碩士(2009年)

https://doi.org/10.6840/cycu200900807

摘要

台灣私立雙語小學學校行銷策略之研究
摘要
本研究旨在探討私立雙語小學學校行銷策略之現況，並分析私立雙語小學家長及教育人員對學校行銷策略的認知重要程度與現況滿意度間的差異情形。
研究中採用問卷調查法輔以半結構式訪問，以台灣私立雙語小學為母群體，實際有效樣本84位家長及112位教育人員。使用的工具為「台灣私立雙語小學學校行銷策略調查問卷」，先分別探討私立雙語小學學校行銷之認知重要程度與現況滿意度之現況，及其之間差距情形;並考驗不同背景變項之私立雙語小學之教育人員與家長對學校行銷之認知重要程度及現況滿意度是否有差異，而後更近一步調查教育人員對學校行銷實施之困境，同時訪談部分教育人員了解實際學校行銷之情況及因應策略。

研究結果如下:

一、 台灣私立雙語小學學校行銷認知重要程度達「重要」程度，以「人員策略」的重要程度最高。
二、 台灣私立雙語小學學校行銷現況滿意度達「中上」程度，以「人員策略」的滿意度最高。
三、台灣私立雙語小學學校行銷認知重要程度與現況滿意度間存在差距，在通路策略方面達顯著差異。
四、不同背景變項之家長在學校行銷認知重要程度及現況滿意度之部分及整體層面達顯著差異。
五、不同背景變項之教育人員在學校行銷認知重要程度及現況滿意度之部分及整體層面達顯著差異。
六、 私立雙語小學教育人員認為學校行銷部份困境仍有待克服。

根據上述所得知結果，提出本研究對教育行政機關、私立雙語小學與未來研究之建議。

關鍵字

學校行銷 ； 私立雙語小學

並列摘要

A Study on the Marketing Strategy of the Private Bilingual
Elementary Schools in Taiwan
Abstract
The main purpose of this research was to discuss the degrees of recognition and satisfaction in school marketing strategies, and the perceptions of the problems involved in school marketing for the teachers and the school administrative staff’s.
The method of this research was mainly a questionnaire survey. The questionnaire employed here was”The marketing strategy of the private bilingual elementary schools in Taiwan questionnaire”.
The samples of this research were 84 from the parents and 112 from the teachers and the school administrative staff of the private bilingual schools in Taiwan. As for the discussion, the first focus is on the current situation upon parents、teachers and the school administrative staff’s degrees of recognition and satisfaction in school marketing strategies. Next, the researcher further invesgates how parents、teachers and the school administrative staff differ in terms of their bachground. The perceptions of the problems involved in school marketing for the teachers and the school administrative staff’s will then be studied closely.
The conclusions of this research were:
1. The degrees of recognition in school marketing strategies is “important”, and the “people strategy” received the highest level of approval.
2. The degrees of satisfaction in school marketing strategies is over the average, and “people strategy” received the highest level of approval.
3. The difference between the recognition and the satisfaction is significant on place strategy.
4. The parents’ recognition and satisfaction of the school marketing strategies were significantly different when considering the parents’backgrounds, such as age, job, and the location of their children’s schools.
5. The teachers and the school administrative staff’s recognition and satisfaction of the school marketing strategies were significantly different when considering of their background, such as sex, job, seniority, and the location of their schools.
6. The teachers and school administrative staff considered that some school marketing status quos left much to be desired, and some obstacles have to be overcome.
Finally, according to the findings above, suggestions are given to educational administrations private bilingual elementary schools, and future research.

並列關鍵字

school marketing ； private bilingual elementary school

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