彰化縣私立高中職教師對學校行銷策略認知與學生選校因素之研究

The Study of teacher perception of school marketing strategies and the student''s choices factors of private high schools in Changhua County

吳月容(Yueh-jung Wu)

指導教授 ： 林海清

中臺科技大學/護理學院/文教事業經營研究所/碩士(2012年)

https://doi.org/10.6822/CTUST.2012.00006

摘要

本研究旨在瞭解彰化縣私立高中職教師對學校行銷策略認知與學生選校因素的現況及相關性，並探討學校行銷策略對學生因素之預測力；研究工具採用自編之「彰化縣私立高中職教師對學校行銷策略認知與學生選校因素研究」之「教育人員適用」及「學生適用」二份量表，針對彰化縣五所私立高中職300名教育人員及600名學生為研究對象實施調查，回收有效問卷計教育人員220份、學生531份；並應用SPSS/12.0中文版套裝軟體，進行資料處理分析，研究結論如下: 壹、彰化縣私立高中職教育人員對學校行銷策略組合（五PＳ）具有中度以上的認知程度。 貳、彰化縣私立高中職學生對於選校因素五個層面具有中度以上的認知程度。 叁、彰化縣私立高中職教育人員性別對學校行銷策略有較高程度的認知。 肆、彰化縣私立高中職年齡、最高學歷、服務年資、現任職務對學校行銷策略認知無差異存在。 伍、彰化縣私立高中職學生對學生選校因素分層面與整體層面有差異的存在。 陸、彰化縣私立高中職教育人員對學校行銷策略認知與學生選校因素相關程度不高。 柒、彰化縣私立高中職教育人員對學校行銷策略與學生選校因素校具有顯著的預測力。

關鍵字

學生選校因素 ； 學校行銷策略 ； 私立高中職

並列摘要

This study aimed to understand teacher perception of school marketing strategies and the student’s choices factors of private high schools in Changhua County. Besides, it also discussed the predictions. Two forms, Education officers and Students applications, are used from teacher perception of school marketing strategies and the student’s choices factors of private high schools in Changhua County. The investigators are 600 students and 300 teaching staff from Changhua County private senior schools. The valid questionnaires are 531 from students, 220 from teaching staff. SPSS (12.0 Chinese version) are applied to analyze data. The results are as following.
1.There is upper moderate cognition in the combinations (5PS) of teaching staff for school marketing strategies in Changhua private senior schools.
2.There is upper moderate cognition in five phases for students to choose private senior schools in Changhua County.
3.There is higher cognition in gender for school marketing strategies in Changhua private senior schools.
4.There is no significance among ages, educational backgrounds, the length of working, and current position for school marketing strategies in Changhua private senior schools.
5.There are differences between part and whole levels for students to choose private senior schools in Changhua.
6.The relations between school marketing strategies for teaching staff and choosing schools for students are not obvious significance.
7.There are apparent predictions on students to choose private senior schools in Changhua County.

並列關鍵字

Private high schools ； Factor in students'' choice of schools ； School Marketing

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