高等教育行銷與選校因素關聯性之研究 ---以「大同大學」為例

THE ASSOCIATION OF HIGHER EDUCATION MARKETING AND FACTORS IN UNIVERSITY SELECTION –A CASE OF TATUNG UNIVERSITY

簡本一(Peng-I Chien)

指導教授 ： 梁詠貴

大同大學/經營設計學院/事業經營學系所/碩士(2012年)

摘要

近年來，大學設校開放鬆綁，大學數量遽增，嚴重衝擊高等教育的經營與發展，在出生率逐年下降的前提下，如何高度競爭環境中兼顧高等教育的質的提升與量的增加，已成為高等教育最重要的課題之一。 因此，高等教育行銷策略規劃，已蔚為各高等教育院校校務推展的主要重點。
本研究係引用教育行銷理論，以學生內外控人格特質及消費者需求為導向並以大同大學為例，除探討影響高三學生選擇大學的考量因素及對大同大學整體評價，以提供具體相關資訊作為高等教育行銷策略規劃及建議。
本研究以台北縣市高三學生為調查對象，採便利抽樣進行問卷調查，共計回收有效問卷 427 份。
本研究主要發現如下：
一、 就高三學生選校因素而言：. 高三學生選校因素之重要性依序為生活取向、 聲譽取向、學習取向及自我取向。. 人口統計變項中的個人因素包括性別、就讀組別、及人格特質對於選校因素具有顯著的差異。. 人口統計變項中的家庭社經地位包括家庭收入、父親教育程度與母親教育程度對於選校因素具有顯著的差異。
二、 就高三學生對大同大學整體評價而言：. 就社會因素中的父母師長之建議對於高三學生對大同大學的整體評價 具有顯著影響。. 就社會因素中的學校校友之建議對於高三學生對大同大學的整體評價 具有顯著影響。
三、 就「高三學生對大同大學整體評價」與「高三學生選校因素」兩者關聯性而言：. 「高三學生選校因素」中「學習取向」構面為高三學生選擇大同大學的主要因素；兩者間具有正向顯著（p=0.000 < 0.05）之關聯性。. 就「高三學生選校因素」中「生活取向」與「聲譽取向」構面而言，兩者關聯性雖未達顯著水準但均呈負向關聯性，表示高三學生若考慮生活及聲譽取向構面則較不會選擇大同大學就讀。

關鍵字

選校策略 ； 大學形象評價 ； 高等教育行銷 ； 大學招生 ； 大同大學

並列摘要

In recent years, the Ministry of Education in Taiwan has liberalized the establishment of universities, so that the number of universities abruptly increases. This greatly affects the management and development of the high education in Taiwan. On the premise that birthrate descends year by year, it has become one of the most important issues of how to promote high education quantitatively and qualitatively. Therefore, to work out effective marketing strategies has become the focal point in the management and development of a university.

By applying the education marketing theories, we take Tatung University as an example to study the influential factors how grade-12 students acting as the consumers to select a university. Then, we intend to offer some information and suggestions for any universities to make out effective marketing strategies.

The subjects of this study are the 12th graders both in Taipei City and Taipei County. Our data are elicited from 427 valid questionnaires. The findings of this study are as follows:
In the university selection of 12th grade students, (1) the hierarchical order for a 12th grade students to select a university is a living mindset, reputation mindset, learning mindset and ego mindset; (2) variables such as sex, field of study, and the personality are significant in choosing a university; and (3) Variables in terms of the family socio-economic status, like family income, parents’ educational level are also significant in university selecting.

As to the reputation of Tatung University that influences the 12th grade students, (1) suggestions from their parents or teachers have a significant influence on students to judge Tatung University, and (2) suggestions from Tatung University alumni are also significant for students to judge Tatung University.

As to the relation between the reputation of Tatung University and the factors for 12th grade students in university selection, (1) the learning mindset is the major factor for the 12th grade students to choose Tatung University, which shows a positive significance between these two factors (p=0.000<0.05), and (2) the life mindset and reputation mindset do not show significant connection on choosing a university but appear negative connection, which indicates that the 12th grade students will not choose Tatung university to study when considering the factors on life mindset and reputation mindset.

並列關鍵字

high education marketing ； evaluation of university image ； strategies to select a university ； University recruit ； Tatung University

參考文獻

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