學校行銷、品牌形象與學生就讀意願之關聯-以屏東某完全中學為例

林威利

doi:10.6829/STU.2013.00128

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學校行銷、品牌形象與學生就讀意願之關聯-以屏東某完全中學為例

The Relationship between School Marketing, Brand Image, and Students’ Willingness to Enroll- A Case of a Complete High School in Pingtung

林威利 , Masters　　Advisor：錢士謙　　Co-advisor ：蔡豐隆

繁體中文 DOI： 10.6829/STU.2013.00128

學校行銷；品牌形象；就讀意願；完全中學； School Maketing ； Brand Image ； Willingness of Enrollment ； Complete High School

Abstract │ Reference (151) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Due to the changes of educational environment in recent years, educational policies were reformed according to the needs and the overall education market continues to open. The chairmans of schools encounter more and more competitors. In order to survive in this highly competitive market, besides the development of unique features, it is an important topic for schools to improve their competitive strengths through innovative marketing strategy. The brand is the most important basis of the marketing strategy which generates value of customers. Students choose a school mostly based on the impression on that school, so the reputation and image of a school are important factors for students to make decisions on their enrollment. In the past, most studies focused on the leadership of principals and the organizational effectiveness of schools. Few of them had explored in aspects of brand image and school marketing. This research took the example of a complete high school to model the research structure. Questionnaire survey was adopted in the research, and statistical analysis tools, such as descriptive statistics, validity and reliability analysis, confirmatory factor analysis, overall pattern analysis and regression analysis were utilized for inference. Finally, the empirical study indicated that school marketing and brand image have significant impacts on the willingness of students’ enrollment. Furthermore, we use regression analysis to explore the relationships of dimensions for each construct. It was found that internal marketing, functional image and experiential image have positive impacts on the willingness of students’ enrollment.

Reference ( 151 ) 〈TOP〉

林義順 (2008)。小型國民小學教育人員對學校行銷策略認知及其運作之研究－以南部四縣市為例。國立臺南大學教育經營與管理研究所碩士論文，未出版，台南。
連結：
高誌傑 (2008)。學校行銷策略對學生選校考量因素影響之研究－以基隆市私立高中職校（含技術學院五專部）為例。國立台灣師範大學公民教育與活動領導學系學生事務碩士在職專班碩士論文，未出版，台北。
連結：
許詩旺 (2002)。國民小學教育人員對行銷策略認知及其運作之研究。屏東師範學院國民教育研究所碩士論文，未出版，屏東。
連結：
郭乃禎 (2011)。臺中市國民小學教師對學校行銷策略認知與學校認同度之研究。中臺科技大學文教事業經營研究所碩士論文，未出版，台中。
連結：
黃怡雯 (2007)。面對少子化現象學校行銷的涵義與因應策略。學校行政，49，272-287。
連結：

Times Cited (2) 〈TOP〉

Altmetrics

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