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

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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 , Masters　　Advisor：蘇文斌　　

繁體中文

技專校院；行銷策略；選校因素； marketing strategy ； technological and vocational school ； school-selected factor

Abstract │ Reference (82) │ Times Cited (2) │ Altmetrics

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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

Reference ( 82 ) 〈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會為例。中華管理學報。1：33-53。
連結：
許舒翔、周春美、沈健華（2002）。技職院校教育行銷策略之探討。技術及職業教育雙月刊。69：9-13。
連結：
陳淑丹（2002）。高中多元入學方案目標達成及其對國中學生選校的影響之研究。國立台北師範學院國民教育研究所碩士論文。台北市：未出版。
連結：
陳瑞萍（2000）。師範院校招生行銷策略規劃之研究。國立師範大學教育研究所碩士論文。未出版。
連結：
黃清輝、林宏旻（2006）。技職教育的發展與時代性。師友月刊，182，13-15。
連結：

Times Cited (2) 〈TOP〉

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