技專校院招生行銷策略與高中職學生選校因素關係之研究-以中彰投縣市為例

The Relationship between Marketing Strategies in Technological & Vocational Colleges and the Factors of Students Selecting Schools In Taichung , Changhua, and Nantou

陳正宗(Cheng-Tsung Chen)

指導教授 ： 蘇文斌

亞洲大學/管理學院/國際企業學系碩士在職專班/碩士(2010年)

摘要

本研究主要目的在於探討技專院校招生行銷策略對中彰投高中職學生選校因素之影響。為達成上述目的，本研究以中彰投高中職學生為母群體，採隨機抽樣的方式選取600份高中職學生，共回收520份，實得有效樣本數484份，有效回收率80.1%，進行描述性統計分析、探索性因素分析、項目分析、t考驗、單因子變異數與迴歸分析進行統計分析。
研究結果顯示技專校院行銷策略以通路策略為最主要方式並且認為高中學生在價格策略上認知會高於高職學生，此外，不同班級數之學校學生會對價格策略、人員策略與行銷策略認知程度有差異，且選校因素以就業取向最為重要。而在不同學校屬性之學生在生活取向以及不同居住地區之學生在聲望取向的認知程度上皆有差異。最後發現不同班級數之學生在生活取向、學習取向、聲望取向與整體選校因素有差異，指出技專校院行銷策略與高中職學生選校因素有正向影響。

關鍵字：技專校院、行銷策略、選校因素

關鍵字

技專校院 ； 行銷策略 ； 選校因素

並列摘要

The purpose of this study was to discuss the effect of technological and vocational school recruitment marketing strategy to senior high students’ school-selected factors in Taichung, Changhua, and Nantou area. To achieve the above purpose, this study took students in Taichung, Changhua, and Nantou area as sample and used random sampling method to select 600 employees. There was a total 520 returned questionnaires with 484 valid ones, and the valid returned rate was 80.10%. We then adopted descriptive statistical analysis, exploratory factor analysis, item analysis, t-test, one-way ANOVA, and regression analysis for statistical analysis.
The results were shown as follows: First, channel strategy was the most important one of technological and vocational school recruitment marketing strategy, and senior high students had better cognition in price strategy than technological and vocational ones. Second, students from different number of school classes had different level of cognition in price strategy, people strategy, and marketing strategy, and employment-oriented was the most important one of school-selected factors. Third, students with different school’s attributes had different level of cognition in living-oriented, and students with different school’s attributes had different inhabited area had different level of cognition in reputation-oriented. Forth, students from different number of school classes had differences among living-oriented, learning-oriented, reputation-oriented, and general school-selected factors. Finally, technological and vocational school recruitment marketing strategy had positive effect to senior high students’ school-selected factors.

Keyword: technological and vocational school, marketing strategy, school-selected factor

並列關鍵字

marketing strategy ； technological and vocational school ； school-selected factor

參考文獻

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