教育政策行銷模式建構之研究

王湘栗

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教育政策行銷模式建構之研究

The General Model Building of Educational Policy Marketing

王湘栗 , Ph.D　　Advisor：張明輝博士;吳清山博士　　

繁體中文

政策行銷；教育政策行銷；模式建構； public policy marketing ； educational policy marketing ； model building

Abstract │ Reference (262) │ Times Cited (15) │ Altmetrics

Abstract 〈TOP〉

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The purposes of this study are to analyze the basic implications and based theories for educational policy marketing, to build the suitable model of educational policy marketing, and to provide some suggestions as references for educational administrative authorities. 
In order to accomplish the above purposes, this study adopts literature review, interview and Fuzzy Delphi technique. First, through literature review, the study clarifies the meanings of educational policy marketing, and explores the elements and the relative research outcomes of educational policy marketing, to form the draft model of educational policy marketing. Second, interview is employed to ask for 10 educational scholars, administrators, and principals of school. In order to survey their understandings, observations and reflections of educational policy marketing as well as to seek their advices on the draft model, next develop the revised model of educational policy marketing. Third, a Fuzzy Delphi technique is used with 26 experts, to examine the stages, elements, concepts, meanings and realistic operation of the of educational policy marketing, and to consider the appropriateness of the revised model. Finally, based on the outcomes of literature review, interview and Fuzzy Delphi technique, the model of educational policy marketing is constructed. 
    Based on the findings of literature review, interview and Fuzzy Delphi technique, the following conclusions are drawn: 
1. Educational policy marketing is the communication and exchange of will of government with stakeholder.
2. The model of educational policy marketing may divide into three stages, including planning, implementation and evaluation.
 3. At the stage of planning of educational policy marketing, including six elements: to draw up a plan of educational policy marketing, to decide the objectives of educational policy marketing, to analyze the stakeholder of educational policy, to appraise the influencing factors of educational policy marketing, to raise a budget of educational policy marketing, and to ascertain the target of educational policy marketing.
4. At the stage of implementation of educational policy marketing, including nine elements: to open up the place of educational policy marketing, to communicate and prevail on actively, to apply authority deliberatively, to develop partnership with other organization, to manage the public relationship, market segmentation, to collect the desire of the citizenry, to master the mass media in marketing educational policy, and to estimate the cost-benefit.
5. At the stage of evaluation of educational policy marketing, including five elements: to make sure the goals of educational policy marketing, to establish the evaluation criteria of educational policy marketing, to develop the tools of evaluation, to carry out the inside evaluation and outside evaluation, to merge the qualitative and quantitative methods of evaluation.
 6. The action of educational policy marketing should be provided feedback and revising continually.
    According to the conclusions, there are some suggestions for educational administrative authorities and the continuing researcher.

Reference ( 262 ) 〈TOP〉

王嬿淑（2005）。教育政策行銷之個案研究—以臺北市教育局精緻教育政策為例。國立臺灣師範大學教育研究所碩士論文，未出版，臺北市。
連結：
朱鎮明（2003）。政治管理。臺北市：聯經。
連結：
何易展（2006）。地方政府政策行銷之研究：以臺北縣金山鄉為例。國立政治大學行政管理碩士學程碩士論文，未出版，臺北市。
連結：
李文淵（2006）。政府政策行銷與媒體互動關係之研究─以公共關係理論為觀點。國立臺灣師範大學政治學研究所在職進修碩士班碩士論文，未出版，臺北市。
連結：
李永恆（2005）。政府機關政策行銷之研究－以推動塑膠限用政策為例。國立臺灣師範大學政治學研究所在職進修班碩士論文，未出版，臺北市。
連結：

Times Cited (15) 〈TOP〉

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