Research on the Perception, Operation and Diffi culties of School Internal Marketing in Junior High Schools

Abstract

The purposes of this research were to explore the current situation on the perception， operation and difficulties of school internal marketing of the Junior High Schools in Taoyuan County. This study was conducted with questionnaire survey to collect the data. The researchers applied the questionnaire survey by “The Questionnaire of Internal Marketing of Junior High Schools in Taoyuan County” which was compiled through literature review. The researchers set the junior high schools in Taoyuan County as the study scope， and the staff in the schools as the subjects. The sample of this study was 628 people including pluralistic-administrative staff ， teacher and full time-administrative staff from 39 schools in Taoyuan County. The effective sample size was 564 people. The valid rate for this research was 89.8%. The analysis of the data revealed the following main conclusions: (1) The school personnel in Taoyuan County generally approved the importance of school internal marketing. (2) The operation of school internal marketing in the Junior High Schools in Taoyuan was upper level. (3) The difficulties of school internal marketing in Taoyuan County were that the school staff did not have enough fellowship activities; teachers have low willing to attend the in-service training programs since they have to deal with their class chores by themselves and the school staffs are not fond of fellowship activities.

本研究旨在探討桃園縣國民中學學校內部行銷的認知及運作的整體概況，並了解學校內部行銷執行的問題或困難。本研究採用問卷調查法進行資料蒐集與分析，研究者根據文獻探討所得編製之「桃園縣國民中學內部行銷調查問卷」實施問卷調查。本研究以桃園縣公立國民中學為研究範圍，於該等學校任職之學校人員為研究對象。本研究抽取桃園縣39所學校，兼任行政人員、一般教師與專任行政人員共628人為樣本，有效樣本數564人，可用率為89.8%。本研究主要發現如下：（一）桃園縣國民中學學校人員普遍肯定學校內部行銷的重要性。（二）桃園縣國民中學學校內部行銷的運作屬於中上程度。（三）桃園縣學校內部行銷最主要的困境在於全校性教職員工聯誼活動次數少、進修研習之課務要自理參加意願低落、教職員工不熱衷校內聯誼活動等問題。