教育政策行銷模式建構之研究

The General Model Building of Educational Policy Marketing

王湘栗

指導教授 ： 張明輝博士 ； 吳清山博士

國立臺灣師範大學/教育學院/教育學系/博士(2010年)

摘要

本研究旨在探討教育政策行銷的基本意涵與理論基礎，建構一套適切的教育政策行銷模式，提供教育行政機關參考。
為達成上述目的，首先透過文獻探討，深究教育政策行銷的意涵和理論基礎，並分析教育政策行銷的相關研究成果，梳理出教育政策行銷的重要因素，提出「教育政策行銷初步模式」。其次，藉由訪談法，蒐集、彙整、分析10位教育學者、教育行政與學校校長對教育政策行銷的理念，及其對教育政策行銷實務上的觀察、省思與建議，並修正前述之「教育政策行銷初步模式」，建構出「教育政策行銷模式雛型」。再次，運用模糊德懷術問卷調查法，透過26位學者專家的評定，檢視教育政策行銷模式雛型的階段劃分、組成要素、內涵釋義及具體作法是否周延、適用，並衡量整體模式的適切性。最後，綜合文獻探討、訪談與模糊德懷術的研究結果，建構本研究之教育政策行銷模式。
本研究歸納文獻探討、訪談及模糊德懷術問卷調查的研究發現，獲致以下六項結論：
一、教育政策行銷是政府與教育政策利害關係人意志的溝通與交換。
二、本研究教育政策行銷模式之建構，係整合了階段劃分、組成要素與循環回饋三個層面。
三、教育政策行銷規劃階段包括確立教育政策行銷目標、分析教育政策利害關係人、評估影響教育政策行銷因素、籌措教育政策行銷經費、確定教育政策行銷對象與擬訂教育政策行銷計畫等六項組成要素。
四、教育政策行銷執行階段包括拓展行銷通路、主動溝通說服、適切運用公權力、發展夥伴關係、經營公共關係、區隔行銷市場、蒐集民意回饋、善用媒體行銷與評估成本效益等九項組成要素。
五、教育政策行銷評鑑階段包括確立評鑑目的、建構評鑑指標、發展評鑑工具、進行內外部評鑑、併用質與量方法等五項組成要素。
六、本教育政策行銷模式具參考價值，惟仍待後續研究之修正與擴充。
最後，根據上述研究結論，分別對教育行政機關及後續研究提出建議。

關鍵字

政策行銷 ； 教育政策行銷 ； 模式建構

並列摘要

The purposes of this study are to analyze the basic implications and based theories for educational policy marketing, to build the suitable model of educational policy marketing, and to provide some suggestions as references for educational administrative authorities.
In order to accomplish the above purposes, this study adopts literature review, interview and Fuzzy Delphi technique. First, through literature review, the study clarifies the meanings of educational policy marketing, and explores the elements and the relative research outcomes of educational policy marketing, to form the draft model of educational policy marketing. Second, interview is employed to ask for 10 educational scholars, administrators, and principals of school. In order to survey their understandings, observations and reflections of educational policy marketing as well as to seek their advices on the draft model, next develop the revised model of educational policy marketing. Third, a Fuzzy Delphi technique is used with 26 experts, to examine the stages, elements, concepts, meanings and realistic operation of the of educational policy marketing, and to consider the appropriateness of the revised model. Finally, based on the outcomes of literature review, interview and Fuzzy Delphi technique, the model of educational policy marketing is constructed.
Based on the findings of literature review, interview and Fuzzy Delphi technique, the following conclusions are drawn:
1. Educational policy marketing is the communication and exchange of will of government with stakeholder.
2. The model of educational policy marketing may divide into three stages, including planning, implementation and evaluation.
3. At the stage of planning of educational policy marketing, including six elements: to draw up a plan of educational policy marketing, to decide the objectives of educational policy marketing, to analyze the stakeholder of educational policy, to appraise the influencing factors of educational policy marketing, to raise a budget of educational policy marketing, and to ascertain the target of educational policy marketing.
4. At the stage of implementation of educational policy marketing, including nine elements: to open up the place of educational policy marketing, to communicate and prevail on actively, to apply authority deliberatively, to develop partnership with other organization, to manage the public relationship, market segmentation, to collect the desire of the citizenry, to master the mass media in marketing educational policy, and to estimate the cost-benefit.
5. At the stage of evaluation of educational policy marketing, including five elements: to make sure the goals of educational policy marketing, to establish the evaluation criteria of educational policy marketing, to develop the tools of evaluation, to carry out the inside evaluation and outside evaluation, to merge the qualitative and quantitative methods of evaluation.
6. The action of educational policy marketing should be provided feedback and revising continually.
According to the conclusions, there are some suggestions for educational administrative authorities and the continuing researcher.

並列關鍵字

public policy marketing ； educational policy marketing ； model building

參考文獻

朱鎮明（2003）。政治管理。臺北市：聯經。

黃瑞琴（1991）。質的教育研究法。臺北市：心理。

詹明璋（2007）。資訊政策行銷之研究：以臺北市無線寬頻網路建設案為例。元智大學資訊社會學研究所碩士論文，未出版，桃園縣。

黃政傑（1991）。課程設計。臺北市：東華。

俞慧芸、黃俊英（1993）。組織動態學派行銷思想的發展與評估。台北銀行月刊，24（6），30-41。