高中職學校行銷策略運用之研究─以北部地區為例

Abstract

本研究旨在探討我國高中職學校運用學校行銷策略之現況為何，並探究學校行銷中之外部行銷、內部行銷與互動行銷及其分層面之適配度關係為何。研究採用問卷調查法，研究工具為自編之「高中職學校行銷策略運用調查問卷」，並以北部地區（台北市、新北市、桃園縣、基隆市）之高中職任教教師為研究對象，共發出630份問卷，回收561份有效問卷，有效問卷回收率為89.04%，問卷回收後，分別以描述性統計、t考驗、單因子變異數分析、Pearson積差相關與結構方程模式等統計方式對回收資料進行分析。\n 根據分析結果，本研究歸納如下結論：\n壹、學校行銷之整體運用程度為中上。\n 一、外部行銷運用程度最高，內部行銷運用程度最低。\n 二、外部行銷之中，「師生產品策略」運用程度最高，「成本價值策略」運用程度最低。\n 三、內部行銷之中，「教育訓練策略」運用程度最高，「參與授權策略」運用程度最低。\n 四、互動行銷之中，「服務熱忱策略」運用程度高於「服務能力策略」運用程度。\n貳、不同性別、服務年資與職務之教師對學校行銷之知覺有所差異。\n參、不同性質之學校運用學校行銷之程度達顯著差異。\n肆、公私立學校運用學校行銷之程度達顯著差異。\n 一、外部行銷中，私立學校運用「形象推廣策略」程度較高，公立學校運用「通路規劃策略」程度較高。\n 二、公立學校運用內部行銷之程度顯著高於私立學校。\n 三、公立學校運用互動行銷之程度顯著高於私立學校。\n伍、高職運用外部行銷「師生產品策略」之程度顯著高於高中。\n陸、不同規模之學校運用外部行銷之程度達顯著差異。\n柒、外部行銷、內部行銷與互動行銷之間達顯著相關。\n捌、本研究模式具有良好之適配度。\n 最後，本研究根據研究結果分別提出以下建議：\n壹、對主管教育機關之建議\n 一、協助各校發展特色，成為優質學校\n 二、進行高中職學校之評比，供家長與學校參考\n貳、對高中職學校之建議\n 一、由外部顧客導向，轉為兼顧內部顧客導向的經營\n 二、重視班級導師與專任教師之意見與需求\n參、對後續研究之建議\n 分別就研究對象與研究方法，對未來後續研究提出建議。

The main purpose of the study is to investigate how marketing strategies operate in senior high schools and vocational high schools currently. The research method this study adopted is survey research. Data were collected from 630 teachers of senior high schools and vocational high schools in north Taiwan. There are 561 valid samples used in this study, and the usable rates were 89.04％. The collected data were analyzed by the statistical methods of descriptive statistics, t-tset, one-way ANOVA, Pearson product-moment correlation, and structural equation modeling. The conclusions of this study were as follows:\n1. The degree of using school marketing was intermediate to higher-intermediate.\n2. There was a significant difference in teachers’ perceptions of school marketing due to the differences in the participants’ sex, years of service, and position of service.\n3. There was a significant difference in schools’ use of school marketing due to the difference in the participants’ school category.\n4. There was a significant difference in schools’ use of school marketing due to the differences of public schools and private schools.\n5. The degree of vocational high schools using product strategy was significant higher than that of senior high schools.\n6. There was a significant difference in schools’ use of school marketing due to the differences in the participants’ school size.\n7. There were positively correlations existed among external marketing, internal marketing, and interactive marketing.\n8. The model of school marketing is proper.\nAccording to the research results, this study provides recommendations for education authorities, administrative personnel of senior high schools and vocational high schools, and future study.