高等教育行銷與選校因素關聯性之研究 ---以「大同大學」為例

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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 , Masters　　Advisor：梁詠貴　　

繁體中文;英文

選校策略；大學形象評價；高等教育行銷；大學招生；大同大學； high education marketing ； evaluation of university image ； strategies to select a university ； University recruit ； Tatung University

Abstract │ Reference (98) │ Altmetrics

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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.

Reference ( 98 ) 〈TOP〉

林水順、莊英慎(2000)，〈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》，第 1 卷第 1 期，頁 33-54。
連結：
陳瑞萍(2000)，《師範校院招生行銷策略規劃之研究》，台灣師範大學教育學系碩士論文。
連結：
夏光華（2001）。大學推廣教育之行銷策略探討。大葉大學事業經營研究
連結：
嚴玉華(2002)，《我國技職校院研究所招生策略之研究》，國立台北師範學院國民教育研究所碩士論文。
連結：
吳謹全（2003）。國立新竹師範學院策略性行銷規劃之調查研究。國立新
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