私立高職學校行銷策略與學生選校因素之研究

黃俊堯

doi:10.6846/TKU.2008.01010

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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

黃俊堯 , Masters　　Advisor：陳錫珍　　

繁體中文 DOI： 10.6846/TKU.2008.01010

學校行銷策略；學生選校因素； School Marketing Strategies ； Factors Affecting Strategies

Abstract │ Reference (71) │ Times Cited (9) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 71 ) 〈TOP〉

方世榮（2003）。行銷學。台北：三民。
連結：
司徒達賢（1999）。非營利組織的經營管理。台北：天下遠見。
連結：
江語珊（2005）。公私立小學行銷策略之研究—以台北市四所學校為例。國立台北師範教政所碩士論文，未出版，台北。
連結：
余朝權（1998）。現代行銷管理。台北：五南。
連結：
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。
連結：

Times Cited (9) 〈TOP〉

Altmetrics

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