臺北市社區大學教育行銷之研究

A Study of Taipei City’s Community Colleges on Educational Marketing

張銀釵(Chin Yin-Chang)

指導教授 ： 張明輝

國立臺灣師範大學/教育學院/教育學系/碩士(2003年)

摘要

「摘要」
本研究旨在探討臺北市社區大學教育行銷現況及其相關問題。研究採用文獻分析法以及問卷調查法進行，首先以文獻分析探討臺北市社區大學發展現況、教育行銷基本概念及教育行銷相關研究，據以編製「臺北市社區大學教育行銷現況」調查問卷，蒐集社區大學學校行政人員與學生對臺北市社區大學教育行銷的看法。資料蒐集對象為臺北市社區大學行政人員與學生，共計536人。調查所得之資料經次數分配、百分比分析。
綜合文獻分析及問卷調查之結果，本研究獲致以下結論：
一、大多數社區大學在區隔不同的服務對象時，最常考量「學習動機」、「年齡」及「居住地區」作為區隔變數。
二、大多數社區大學在選擇目標市場策略時通常會考慮「強調課程特色」、「社區大學的特殊任務」等因素。
三、大多數社區大學目標市場選擇策略採取差異行銷策略「將行銷對象分為二個或二個以上，並且設計二個或二個以上的行銷策略」與「在許多行銷對象中鎖定某一行銷對象，全力行銷」。
四、大多數社區大學在市場定位方面最常強調重點是「教職員工親切的服務態度」、「師資陣容的堅強」及「學生接受教育的實際收穫」。
五、大多數社區大學廣告活動採用「建構專屬網頁，並將開課資訊及校園相關活動上網」、「文宣品或宣傳小冊子」、「在公共場所設立廣告看板或宣傳布條」及「海報傳單」；但較少採用「報章雜誌刊登廣告」、「作電視、廣播招生廣告單」與「宣傳錄影帶或光碟片」。
六、大多數社區大學促銷活動採用「集體報名學費折扣優待」、「開放社區大學設施供有興趣的人士參觀」及「社區居民學費折扣優待」。
七、大多數社區大學人員促銷活動採用「定期舉辦成果發表會」、「學員口頭宣導」及「舉辦課程試聽活動」；較少採用「辦理新生座談會」、「贈送校園宣傳錄影帶或光碟片」及「贈送小贈品」。
八、大多數社區大學公共關係活動採用「參加臺北市社區大學博覽會」、「參加社區之聯誼或地方重要慶典活動」、「出版社區大學社區報」、「積極爭取辦理大型活動」、「參加全國社區大學研討會」、「發新聞稿給傳播媒體」及「辦理演講或座談會」。
九、大多數社區大學學生就讀社區大學的動機，比較傾向於「學習興趣」、「終身學習」及「提升生活品質」；傾向於「培養就業能力」很少。
十、影響社區大學教育行銷推展之因素為「由於人力不足、業務繁忙、沒有多餘的時間做行銷」、「缺乏專業規劃人員」、「缺乏推展行銷之經費」及「缺乏辦理行銷的專責單位」。
另基於上述之研究結果，提出相關建議，俾供社區大學之參考。

關鍵字

社區大學 ； 行銷 ； 教育行銷

並列摘要

「摘要」
Abstract
The main purpose of this study is to explore the current situation on educational marketing of Taipei City’s Community Colleges and related problems.
This study includes document analysis and a questionnaire-based. The purpose of the document analysis is to explore the historical development of Taipei City’s Community Colleges, the basic concept of educational marketing and the related studies on educational marketing. Based on the above document analysis, the questionnaire survey on “the current situation on educational marketing of Taipei City’s Community Colleges” explores the opinions of schools administrators and students of Taipei City’s Community Colleges. It was administered to 536 samples randomly drawn from another schools administrators and students of Taipei City’s Community Colleges. Data was analyzed by frequency and percentage analysis.
Based on the document analysis and the results of the questionnaire, this study reaches the following conclusions:
1.Most community colleges consider three variables when conducting target market segmentation: learning motives, age, and residential region.
2.When selecting their target market strategies, most community colleges consider such factors as special curriculum content and the special duties of a community colleges.
3.When developing their target market selection strategy by conducting differentiation target market approach, most community colleges group target markets into two or more differentiation segmentation markets, and design two or more marketing strategies. Furthermore, they focus some target market and concentrate their efforts on it.
4.Most community colleges consider three points conducting their market position strategy: school administrators’ friendly service attitude, highly qualified teachers, and the real results of students’ receiving education.
5.When selecting their promotion activity strategy, most community colleges set up professional homepage, publish campus’ related activities, give propaganda small booklets or pamphlets, set up publicly commercial signboard or banner, make recruitment commercial through TV or radio, and make propaganda videotape or DVD.
6.Most community colleges consider three approaches conducting promotion activity strategies: tuition discount for group registration, making the community colleges campus accessible to the public, and tuition discount for community residents.
7.When conducting their personal promotion activity strategy, most community colleges often use such approaches as holding fixed achievements session, using students’ mouth propaganda, and holding recruitment trial audit learning activities, and they less use such approaches as holding freshmen’s seminar, giving propaganda videotape or DVD, and giving small presents.
8.When selecting public relationship activity strategies, most community colleges consider such factors as attending Taipei City’s Colleges Exhibition, participating in community social activities or local celebration activities, publishing community colleges newspaper, positively striving for undertaking big scale activities, attending national community colleges seminar, releasing news to mass media, and holding speech or seminar.
9.The studying motivates of students from community colleges rather tend to learning interests, lifelong study, and raising life quality, and less tend to train job searching ability.
10.The education marketing development of community colleges have been affected by the lack of time in dealing with marketing, professional staffs, funds for marketing and professional units in charge of marketing.
Finally, based on the results, suggestions for community colleges and future study are proposed.

並列關鍵字

community colleges ； marketing ； education marketing

參考文獻

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