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  • 學位論文

從學生觀點探討私立高職招生行銷策略成效之研究

The Effectiveness of Market Stratagems of Student Recruit for Private Senior Vocational Schools

指導教授 : 林俊彥
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摘要


招生是私立高職每年的重要工作,直接影響私立高職的生存與經營壓力,隨著少子化造成學齡人口的減少。如何運用適當的行銷策略達成招生目的,是私立高職的當務之急。本研究從學生觀點探討桃園地區私立高職招生行銷策略與招攬性任務的成效。主要研究方法包括問卷調查法及訪談法。 本研究主要結論如下: 一、私立高職的招生行銷策略有產品策略、價格策略、通路策略、促銷策略、市場區隔與目標市場策略、形象與定位策略,另外配合賦予教師之招生任務,以利達成招生目標。 二、私立高職招生行銷策略之成效以「市場區隔與目標市場策略」最高,「促銷策略」最低。至於項目成效以「有合格之檢定場,辦理加強技能與考取證照」、「提供方便的校車」、「能提供有特色的科別,符合個人興趣發展」最高,「學雜費較他校便宜」、「遊說父母親決定」最低。因此招生時必須針對有意願就讀高職的國中畢業生提供證照、交通、課程等特色加以介紹。 三、私立高職的招攬性任務之成效以「教師承諾,若招收入學則發給招生獎金」最高,「教師打招生電話時建立良好的印象」最低。因此教師運用招攬性任務時應少打招生電話,多利用獎金獎勵,惟會增加個人金錢支出。 四、招攬性任務之成效低於招生行銷策略各構面成效,故私立高職賦予教師招攬性任務應再檢討。 五、女性學生在「產品策略」、「形象與定位策略」上較男性學生認為有招生效果,注重學校的科別、環境、升學率、獎學金、交通、網頁、技藝班、成果展等,可多運用增加招生效果。 六、家事類科學生認為「形象與定位策略」,及部分「產品策略」與「招攬性任務」成效與其他科別有所差異,注重學校科別、環境、升學率、交通、師長與父母評價、證照、成果展、社團等,多加運用提升招生效果。 七、招生行銷策略與招攬性任務的整體效果雖不因學生家長職業、家長教育程度、國中畢業學校性質、學校地區、學校位置而有所差異,但公立學校畢業的學生在招生時多採「產品策略」與「價格策略」、北桃園地區的學生多採「通路策略」與「市場區隔與目標市場」策略、南桃園地區的學生則多採「產品策略」,以增加招生效果。 八、整體而言,私立高職招生時先設定招生對象,訴求學校的特色課程、上課環境、升學率、交通校車、就業機會、教學成果,作為招生的主要行銷項目。

並列摘要


Recruiting students is the most important job for private senior high school. The operating pressure is more than ever, because the population of school age is decreasing. To all private senior high school, the urgent issue is how to adopt suitable marketing strategy to recruit students. The purpose of this study is to investigate the effectiveness of marketing strategy for private senior high school. The research method is survey and interview. The questionnaires send to 491 students, and they belong to 15 private senior high schools in Taoyuan country. In this paper, we use SPSS 10.0 for windows as our analytical tools and we use descriptive statistics, t test and one-way ANOVA to test the hypothesis. Besides, we interview 10 students to understand their motivation of entering the school, and try to find out the reason and degree for the impact of recurring strategy. The research finding as follow: 1. The overall recruitment job is involved with product strategy, price strategy, channel strategy, promotion strategy, market segment strategy, target market strategy and image-position strategy. In addition, teachers are required to undertake the recruitment job as well to expedite the entire process. 2. In comparison with the effectiveness among all different recruitment strategies, market segment strategy and target market strategy receive the highest score, whereas promotion strategy the lowest one. With regard to the items that attract students most are qualified certification facilities that can help students enhance their capability and hereby obtain the certificate, convenient school bus, and practical courses that can match individual interest and career planning. Some items such as lower tuition fee than other schools, and persuasion of students’ parents are least important. As a result, the recruiting activities should focus on the detailed explanation of certificate, traffic and courses for those students who intents to enter the vocational high school. 3. In terms of the effectiveness on communication between teachers and potential students, cash incentive for students receives the highest score, whereas good impression built by teachers during the phone dialogue the lowest one. Therefore, teachers can utilize cash incentive as one of the most useful approaches, but the problem is that teachers can’t have reimbursement from school. 4. However, because the effectiveness of recruitment undertaken by teachers is less than those strategies in general, the private vocational high school should further evaluate the feasibility of assigning teachers to do the recruitment job. 5. Because product strategy and image-position strategy work on girl students more than boys, the recruiting activities for girls should emphasize more on characteristics of department, environment, the percentage of entering higher school, scholarship, traffic, website, craft class, and demonstration of achievement. 6. The students of home economics are different from other students in many aspects. Because they prefer image-position strategy, and part of product strategy and recruitment undertaken by teachers, the recruiting activities for them should emphasize more on characteristics of department, environment, the percentage of entering higher school, traffic, the evaluation of their teachers and parents, certificate, demonstration of achievement, association and so on. 7. Even though the occupation and education level of the students’ parents, as well as the characteristics of the junior high schools in different areas that students are graduated from do not affect the result of the recruitment, some specific items do have significant difference in statistics. For example, the most appealing approaches for those students who are graduated from public schools are product strategy and price strategy, for those who live in north Taoyuan County are channel strategy, and market segment and target market strategy, and for those who live in south Taoyuan County is product strategy. 8. Generally speaking, to make sure the success of the recruitment, the private vocational high school needs to be aware of its targeting students first, and then emphasize its characteristics accordingly, such as environment, the percentage of entering a higher school, school bus, potential employment, demonstration of achievement and so on.

參考文獻


林義斌(民91),臺北市私立高中職校之現況、困境與因應策略。技術及職業教育,70,26-32。
楊福清(民91),私立技專校院轉型科技大學策略規劃作法之初探。技術及職業教育雙月刊,69,2- 8。
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黃義良(民91),學校推動形象管理與關係行銷的具體作法。國教新知,48(4),71-79。
林俊彥、郭宗賢、何俐安、郭彥谷(民95)。技職校院學生生涯規劃之探討。學校行政雙月刊,45,124-139。

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