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題名 高等教育行銷之研究
Marketing of Higher Education
作者 王俊如
Wang, Jyun-Ru
貢獻者 洪順慶
Horng, Shun-Ching
王俊如
Wang, Jyun-Ru
關鍵詞 高等教育;行銷;大學行銷
Marketing;University;Education
日期 1992
上傳時間 2-May-2016 13:23:58 (UTC+8)
摘要 本研究從高等教育行銷的特質出發， 依文獻中指出大學行銷具有的特質再就各領域的相關文獻探討， 並找出相對應於各項特質，大學應能採取的行銷作為，經實證結果顯示各項特質大多得到證實。 因素分析的結果，可將大學行銷的特性歸納為社會使命╱專業人士因素、 顧客成熟度因素、不可分離性因素、功能品質因素、信任品質因素、無形性因素等六項。 除了在信任品質因素未得到證實外， 實證顯示大學行銷具有本研究所提出的特性。 將受訪樣本依學校別計算績效得分與行銷作為得分，發現行銷作為得分較高者， 該校的學生之品牌忠誠度得分愈高，口碑溝通頻率高，口碑愈佳， 再將樣本依行銷作為得分的高低分成兩群，比較其在績效上的得分，也得到統計上的顯著差異水準， 顯示本研究提出的行銷作為的確與行銷績效有顯著的相關。
參考文獻 金耀基，大學之理念，台北:時報文化出版企業有限公司，民78
洪順庭，邱創棟，理念行銷的分類與策略，管理評論，台北:國立政治大學企業管理研究所出版，民80
洪順慶，蕭富峰，企業管理在職教育之服務品質探討，第四屆全國管理教育研討會，民81
洪順慶，王俊如，高等教育行銷的本質與管理教育行銷，第五屆全國管理教育研討會，民82
胡其忠，企研所認知、偏好、選擇過程之研究，國立中山大學企業管理研究所未出版碩士論文，民75 。
許士軍，轉型中的我國大學及管理教育，台北:地球出版社，民81
黃再德，行銷觀念應用於大學科系招生之研究，國立中山大學企業管理研究所未出版碩士論文，民74
天下雜誌，企業最愛那個大學的畢業生? 143 期，民82
英文部分
Aaker, David A., Managing Brand Equity, N. Y. The Free
Press, 1991.
Assael, Henry, Consumer Behavior and Marketing Action, Boston
Massachusetts : PWS-KENT Publishing Company, 1992.
Berry, Leonard, Big Ideas In Services Marketing, The Journal of
Services Marketing, Vol.1 No.1, Summer 1987: 5-9.
Berry, Leonard L. and A. Parasuraman, Marketing Services:
Competing Through Quality, N. Y. : The Free Press, 1991.
Brown, Stephen W. and Teresa A. Swartz, A Gap Analysis of
Professional Service Quality, Journal of Marketing, 1989 :
92-98.
Cronin, Jr.,J. Joseph & Steven A. Taylor, Measuring Service
Quality: A Reexamination and Extension, Journal of Marketing,
July 1992 : 55-68.
Engel, James F., Roger D. Blackwell and Paul W. Miniard, Consumer
Behavior, Orlando: The Dryden Press, 1990.
Gronroos, Christian, A Service Quality Model and its Marketing
Implications, European Journal of Marketing, Vol.18 No.4,
1984 : 36-44.
Gronroos, Christian, Defining Marketing : A Market-Oriented
Approach, European Journal of Marketing, Vo1.23 No.1, 1989
: 52-60.
Gummesson, Evert, Marketing-Orientation Revisited : The Crucial
Role of the Part-Time Marketer, European Journal of Marketing,
Vo1.25 No.2, 1991 : 60-75.
Hill, C. Jeanne and Sue E. Neeley, Differences In The Consumer
Decision Process for Professional vs. Generic Services, The
Journal of Services Marketing, Vol.2 No.1, 1988 : 17-23.
Holley, Graham J., James E. Lynch, and Jenny Shepherd, The
Marketing Concept : Putting the Theory intoPractice, European
Journal of Marketing, Vo1.24 No.9, 1990 : 7-23.
Houston, Franklin S., The Marketing Concept: What It Is and
What It Is Not, Journal of Marketing, April 1986 : 81-87.
Houston, Franklin S. & Jule B. Gassenheimer, Marketing and
Exchange, Journal of Marketing, Vol.51, 1987 : 3-18.
Kohli, Ajay K. and Bernard J. Jaworski, Market Orientation
The Construct, Research Propositions, and Managerial Implications,
Journal of Marketing, April 1990 : 1-18.
Kotler, Philip, Marketing Management: Analysis, Planning, Implementation,
and Control, 7th Edition, New Jersey: Prentice-Hall, 1991.
Kotler, Philip, and Karen F. A. Fox, Strategic Marketing for
Educational Institutions, New Jersey: Prentice-Hall, 1985.
Kotler, Philip, and Eduardo L. Roberto, Social Marketing:
Strategies for Changing Public Behavior, New York: The
Free Press, 1989.
Kotler, Plilip, and Alan R. Andreasen, Strategic Marketing for
Nonprofit Organications, New Jersey: Prentice-Hall, 1987.
Litten, Larry H., Educational Essentials and the Marketing of
Higher Education, Marketing of Services, Proceedings Series
of American Marketing Association, 1981 : 134-137.
Morgan, Neil A., Implementing Marketing : Key Issues for Professional
Service Firms, Journal of Professional Services
Marketing, Vol.6(1) 1990 : 7-16.
Parasurman, A.,Valarie A. Zethamal, and Leonard L. Berry, A
Conceptual Model of Service Quality and Its Implications for
Future Research, Journal of Marketing, 1985 : 41-50.
Piercy, Nigel and Neil Morgan, Internal Marketing-The Missing
Half of the Marketing Programme, Long Rang Planning,
Vo1.24 No.2, 1991 : 82-93.
Rouse, Ruby A., Understanding Service Marketing: A Theoretical
Analysis of Professional-Client Exchanges, Journal of Professional
Services Marketing, Vol.8(1) 1991 : 17-43.
Shapiro, Benson P., Marketing for Nonprofit Organizations, Harvard
Business Review, September-October 1973 : 123-132.
Shaprio, Benson P., What the Hell Is `Market Oriented` ?, Harvard
Business Review, November-December 1988 : 119-125.
Stewart, Karen L., Applying a Marketing Orientation to a Higher
Education Setting, Journal of Professional Services Marketing,
Vo1.7(2), 1991 : 117-124.
Stone, Marilyn A. and Sandy Thomson, How Far Can Marketing
be Applied Within the Further Education Sector ?, The
Quarterly Review of Marketing, Autumn 1987 : 16-19.
Tansuhaj, Patriya, Donna Randall and Jim McCullough, A SerVIces
Marketing Management Model: Integrating Internal
and External Marketing Functions, The Journal of Services
Marketing, Vol.2 No.1, 1988 : 31-38.
Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman,
Communicationand Control Processes in the Delivery of
Service Quality, Journal of Marketing, 1988 : 35-48.
描述 碩士
國立政治大學
企業管理學系
G80355018
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004066
資料類型 thesis
dc.contributor.advisor 洪順慶zh_TW
dc.contributor.advisor Horng, Shun-Chingen_US
dc.contributor.author (Authors) 王俊如zh_TW
dc.contributor.author (Authors) Wang, Jyun-Ruen_US
dc.creator (作者) 王俊如zh_TW
dc.creator (作者) Wang, Jyun-Ruen_US
dc.date (日期) 1992en_US
dc.date.accessioned 2-May-2016 13:23:58 (UTC+8)-
dc.date.available 2-May-2016 13:23:58 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2016 13:23:58 (UTC+8)-
dc.identifier (Other Identifiers) B2002004066en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89040-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) G80355018zh_TW
dc.description.abstract (摘要) 本研究從高等教育行銷的特質出發， 依文獻中指出大學行銷具有的特質再就各領域的相關文獻探討， 並找出相對應於各項特質，大學應能採取的行銷作為，經實證結果顯示各項特質大多得到證實。 因素分析的結果，可將大學行銷的特性歸納為社會使命╱專業人士因素、 顧客成熟度因素、不可分離性因素、功能品質因素、信任品質因素、無形性因素等六項。 除了在信任品質因素未得到證實外， 實證顯示大學行銷具有本研究所提出的特性。 將受訪樣本依學校別計算績效得分與行銷作為得分，發現行銷作為得分較高者， 該校的學生之品牌忠誠度得分愈高，口碑溝通頻率高，口碑愈佳， 再將樣本依行銷作為得分的高低分成兩群，比較其在績效上的得分，也得到統計上的顯著差異水準， 顯示本研究提出的行銷作為的確與行銷績效有顯著的相關。zh_TW
dc.description.tableofcontents 第壹章 緒論．．．．．．．．．．1
第一節 研究背景及動機．．．．．．．．．．1
第二節 研究目的．．．．．．．．．．3
第三節 研究限制．．．．．．．．．．4
第貳章 文獻探討．．．．．．．．．．6
第一節 行銷的義意．．．．．．．．．．6
第二節 高等教育與行銷．．．．．．．．．．12
第三節 服務業行銷．．．．．．．．．．18
第四節 專業服務業行銷．．．．．．．．．．29
第五節 內部行銷．．．．．．．．．．35
第六節 行銷績效．．．．．．．．．．39
第參章 觀念架構及研究方法．．．．．．．．．．45
第一節 觀念架構．．．．．．．．．．45
第二節 研究設計．．．．．．．．．．49
第肆章 研究發現．．．．．．．．．．59
第一節 行銷作為與績效．．．．．．．．．．59
第二節 交叉表分析行銷作為對行銷績效的影響．．．．．．．．．．66
第三節 迴歸模式分析行銷作為對品牌忠誠度的影響．．．．．．．．．．81
第四節 對高等教育行銷特性認知的影響．．．．．．．．．．87
第五節 基本資料與對大學行銷特性認知的交叉分析．．．．．．．．．．98
第伍章 結論與建議．．．．．．．．．．101
第一節 研究結論．．．．．．．．．．101
第二節 研究建議．．．．．．．．．．102
參考文獻．．．．．．．．．．106
附錄 問卷		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004066en_US
dc.subject (關鍵詞) 高等教育;行銷;大學行銷zh_TW
dc.subject (關鍵詞) Marketing;University;Educationen_US
dc.title (題名) 高等教育行銷之研究zh_TW
dc.title (題名) Marketing of Higher Educationen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 金耀基，大學之理念，台北:時報文化出版企業有限公司，民78
洪順庭，邱創棟，理念行銷的分類與策略，管理評論，台北:國立政治大學企業管理研究所出版，民80
洪順慶，蕭富峰，企業管理在職教育之服務品質探討，第四屆全國管理教育研討會，民81
洪順慶，王俊如，高等教育行銷的本質與管理教育行銷，第五屆全國管理教育研討會，民82
胡其忠，企研所認知、偏好、選擇過程之研究，國立中山大學企業管理研究所未出版碩士論文，民75 。
許士軍，轉型中的我國大學及管理教育，台北:地球出版社，民81
黃再德，行銷觀念應用於大學科系招生之研究，國立中山大學企業管理研究所未出版碩士論文，民74
天下雜誌，企業最愛那個大學的畢業生? 143 期，民82
英文部分
Aaker, David A., Managing Brand Equity, N. Y. The Free
Press, 1991.
Assael, Henry, Consumer Behavior and Marketing Action, Boston
Massachusetts : PWS-KENT Publishing Company, 1992.
Berry, Leonard, Big Ideas In Services Marketing, The Journal of
Services Marketing, Vol.1 No.1, Summer 1987: 5-9.
Berry, Leonard L. and A. Parasuraman, Marketing Services:
Competing Through Quality, N. Y. : The Free Press, 1991.
Brown, Stephen W. and Teresa A. Swartz, A Gap Analysis of
Professional Service Quality, Journal of Marketing, 1989 :
92-98.
Cronin, Jr.,J. Joseph & Steven A. Taylor, Measuring Service
Quality: A Reexamination and Extension, Journal of Marketing,
July 1992 : 55-68.
Engel, James F., Roger D. Blackwell and Paul W. Miniard, Consumer
Behavior, Orlando: The Dryden Press, 1990.
Gronroos, Christian, A Service Quality Model and its Marketing
Implications, European Journal of Marketing, Vol.18 No.4,
1984 : 36-44.
Gronroos, Christian, Defining Marketing : A Market-Oriented
Approach, European Journal of Marketing, Vo1.23 No.1, 1989
: 52-60.
Gummesson, Evert, Marketing-Orientation Revisited : The Crucial
Role of the Part-Time Marketer, European Journal of Marketing,
Vo1.25 No.2, 1991 : 60-75.
Hill, C. Jeanne and Sue E. Neeley, Differences In The Consumer
Decision Process for Professional vs. Generic Services, The
Journal of Services Marketing, Vol.2 No.1, 1988 : 17-23.
Holley, Graham J., James E. Lynch, and Jenny Shepherd, The
Marketing Concept : Putting the Theory intoPractice, European
Journal of Marketing, Vo1.24 No.9, 1990 : 7-23.
Houston, Franklin S., The Marketing Concept: What It Is and
What It Is Not, Journal of Marketing, April 1986 : 81-87.
Houston, Franklin S. & Jule B. Gassenheimer, Marketing and
Exchange, Journal of Marketing, Vol.51, 1987 : 3-18.
Kohli, Ajay K. and Bernard J. Jaworski, Market Orientation
The Construct, Research Propositions, and Managerial Implications,
Journal of Marketing, April 1990 : 1-18.
Kotler, Philip, Marketing Management: Analysis, Planning, Implementation,
and Control, 7th Edition, New Jersey: Prentice-Hall, 1991.
Kotler, Philip, and Karen F. A. Fox, Strategic Marketing for
Educational Institutions, New Jersey: Prentice-Hall, 1985.
Kotler, Philip, and Eduardo L. Roberto, Social Marketing:
Strategies for Changing Public Behavior, New York: The
Free Press, 1989.
Kotler, Plilip, and Alan R. Andreasen, Strategic Marketing for
Nonprofit Organications, New Jersey: Prentice-Hall, 1987.
Litten, Larry H., Educational Essentials and the Marketing of
Higher Education, Marketing of Services, Proceedings Series
of American Marketing Association, 1981 : 134-137.
Morgan, Neil A., Implementing Marketing : Key Issues for Professional
Service Firms, Journal of Professional Services
Marketing, Vol.6(1) 1990 : 7-16.
Parasurman, A.,Valarie A. Zethamal, and Leonard L. Berry, A
Conceptual Model of Service Quality and Its Implications for
Future Research, Journal of Marketing, 1985 : 41-50.
Piercy, Nigel and Neil Morgan, Internal Marketing-The Missing
Half of the Marketing Programme, Long Rang Planning,
Vo1.24 No.2, 1991 : 82-93.
Rouse, Ruby A., Understanding Service Marketing: A Theoretical
Analysis of Professional-Client Exchanges, Journal of Professional
Services Marketing, Vol.8(1) 1991 : 17-43.
Shapiro, Benson P., Marketing for Nonprofit Organizations, Harvard
Business Review, September-October 1973 : 123-132.
Shaprio, Benson P., What the Hell Is `Market Oriented` ?, Harvard
Business Review, November-December 1988 : 119-125.
Stewart, Karen L., Applying a Marketing Orientation to a Higher
Education Setting, Journal of Professional Services Marketing,
Vo1.7(2), 1991 : 117-124.
Stone, Marilyn A. and Sandy Thomson, How Far Can Marketing
be Applied Within the Further Education Sector ?, The
Quarterly Review of Marketing, Autumn 1987 : 16-19.
Tansuhaj, Patriya, Donna Randall and Jim McCullough, A SerVIces
Marketing Management Model: Integrating Internal
and External Marketing Functions, The Journal of Services
Marketing, Vol.2 No.1, 1988 : 31-38.
Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman,
Communicationand Control Processes in the Delivery of
Service Quality, Journal of Marketing, 1988 : 35-48.		zh_TW