運用社群網站行銷學校特色之研究

Using Facebook as Marketing Tool for School's Distinguishing Features

朱逸凡(YI-FAN CHU)

指導教授 ： 林新力

亞洲大學/資訊學院/資訊工程學系碩士在職專班/碩士(2012年)

摘要

我國由於少子化的因素，教育機構面臨前所未有的衝擊，未能因應此一趨勢的教育機構將會被這股巨浪沖刷而去。因此學校若不調整經營策略，提升學校競爭力，將會被迫退出市場。在提升學校競爭力方面，最重要的項目之ㄧ就是教育行銷。外界對學校的印象就是社會上的形象，而學校的形象好壞與該校的教育行銷有極深的相關性。
尤其我國目前已經進入少子化的時代，再加上家長要求教育選擇權與近年來學校數量大幅增加的時空環境背景下，更顯的當前教育行銷的急迫性。而當前最熱門的行銷方式就是利用社群網站來行銷，因此學校若能結合社群網站在行銷與推廣、連結人群與學校的優異之處，相信可以免除學校招不到學生的壓力。
本研究以facebook為平台，建立一個學校的粉絲專頁，利用口碑式行銷方法將學校特色傳達出去，透過此種方式，期望能走出少子化所帶給當前教育的困境，並讓更多人認識與了解學校的努力。

關鍵字

少子化 ； 教育行銷 ； 社群網站

並列摘要

Due to the impact of the low-birth rate in Taiwan in recent years, the educational institutions are faced with the unprecedented pressure for student enrollment fulfillment. The educational institutions that do not adjust their operation strategies and promote school competitiveness may have trouble recruiting enough students into their schools and may be forced to withdraw from the educational market. In education marketing, the most important aspect is to elevate the society’s impression of the school and to promote the distinguishing features of school as well.
This education marketing issue is particularly urgent at present, due to the impacts of low birth-rate, the right of choice for school by the parents, and the over-supply of schools in general. Currently the most popular social marketing tool is to use the social networking functions such as provided by “Facebook”. If such social networking techniques can be applied then maybe the school marketing effort will be more successful in attracting future students.
This research used Facebook as a school marketing platform and promoted the school distinguishing features and characteristics by using the buzz marketing functions provided in Facebook platform. Hopefully such efforts will reach the goal of elevating school’s distinguishing characteristics and general image.

並列關鍵字

Low-birth-rate ； Education Marketing ； Social Networking

參考文獻

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