透過您的圖書館登入
IP:107.23.157.16
  • 學位論文

私立高職學校行銷策略與學生選校因素之研究

Marketing Strategies of Private Vocational High Schools and the Factors Affecting Students’Selection of Schools

指導教授 : 陳錫珍

摘要


本研究旨在瞭解私立高職學校行銷策略與學生選校因素的關係,首先探討學校行銷策略與學生選校因素的概念及其相關研究,其次分析私立高職學校行銷策略與學生選校因素的現況、差異情形、相關情形及學校行銷策略對學生選校因素的預測力,最後再綜合文獻探討與調查結果,提出具體建議,供學校行政人員與後續研究者作參考。 本研究所採用的方法主要為問卷調查法,根據相關文獻編擬問卷初稿,經專家效度考驗後進行預試,再依據預試結果編製「私立高職學校行銷策略與學生選校因素調查問卷」。本研究的對象是以台北縣市私立高職一年級學生為主,共得有效樣本437人,並以SPSS for Windows 13.0 中文版套裝軟體為資料分析工具,以描述性統計、單因子變異數分析、皮爾遜積差相關、多元逐步迴歸分析等方法進行分析。本研究重要發現為: 一、私立高職學生對學校行銷策略的認知屬中等情形 二、私立高職學生對學校行銷策略的認知會因不同學校所在地而有差異 三、私立高職學生在選校因素中較重視「就業因素」和「聲望因素」 四、私立高職學生選校因素會因學生的學校規模、學校所在地及畢業學校屬性的不同而有差異 五、學校行銷策略與學生選校因素呈正向相關 六、私立高職學校行銷策略對學生選校因素具有預測力 依據上述結論,本研究提出若干建議,以供教育行政機關、學校行政單位以及未來研究者之參考。

並列摘要


The purpose of this study was to investigate the relationship between marketing strategies of private vocational high schools and factors affecting students’ selection of schools. Questionnaires assessing school marketing strategies and factors affecting students’ selection of schools were completed by 437 students from private vocational high schools in Taipei County and Taipei city. Findings of the study were as follow: 1. Private vocational high school students reported an ordinary sense of school marking strategies. 2. There were significant differences in factors affecting students’ selection of schools based on school location. 3. Factors affecting students’selection of private vocational high schools which students emphasized most were “Employment Factor” and “Reputation Factor” 4. There were significant differences in factors affecting students’ selection of schools based on size of the school, school location, and type of the school. 5. School marketing strategies had positive correlation with factors affecting students’selection of private vocational high schools. 6. School marketing strategies was found to be a predictor of factors affecting students’selection of schools. Finally, suggestions based on the literature reviews andresearch findings were presented for schools administrators and future research.

參考文獻


方世榮(2003)。行銷學。台北:三民。
許舒翔、周春美、沈健華(2002)。技術院校教育行銷策略之探討。技術及職業教育雙月刊,69,P9-13。
林水順、莊英慎(2002)。技職學院行銷作為與特性認知分析─以國立勤益技術學院為例。中華管理學報,1,33-35。
戴國良(2002)。行銷管理。台北:五南。
余朝權(1998)。現代行銷管理。台北:五南。

被引用紀錄


吳怡霙(2016)。技職校院學生選校因素與學習滿意度之研究-以基北區為例〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2016.00474
林靜霞(2016)。一所新高中學校行銷策略之個案研究〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2016.00399
李漢妮(2015)。旱田中耕耘-一位成功的高級職業進修學校初任教師之班級經營個案研究〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2015.01002
戴志勳(2013)。免試入學後私立高中行銷策略認知對學生就讀意願影響之研究-以長榮高中為例〔碩士論文,長榮大學〕。華藝線上圖書館。https://doi.org/10.6833%2fCJCU.2013.00089
吳月容(2012)。彰化縣私立高中職教師對學校行銷策略認知與學生選校因素之研究〔碩士論文,中臺科技大學〕。華藝線上圖書館。https://doi.org/10.6822%2fCTUST.2012.00006

延伸閱讀