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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 \n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 \n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 \n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 \n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 。\n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\n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 \n天下雜誌，企業最愛那個大學的畢業生? 143 期，民82 \n英文部分\nAaker, David A., Managing Brand Equity, N. Y. The Free\nPress, 1991.\nAssael, Henry, Consumer Behavior and Marketing Action, Boston\nMassachusetts : PWS-KENT Publishing Company, 1992.\nBerry, Leonard, Big Ideas In Services Marketing, The Journal of\nServices Marketing, Vol.1 No.1, Summer 1987: 5-9.\nBerry, Leonard L. and A. Parasuraman, Marketing Services:\nCompeting Through Quality, N. Y. : The Free Press, 1991.\nBrown, Stephen W. and Teresa A. Swartz, A Gap Analysis of\nProfessional Service Quality, Journal of Marketing, 1989 :\n92-98.\nCronin, Jr.,J. Joseph & Steven A. Taylor, Measuring Service\nQuality: A Reexamination and Extension, Journal of Marketing,\nJuly 1992 : 55-68.\nEngel, James F., Roger D. Blackwell and Paul W. Miniard, Consumer\nBehavior, Orlando: The Dryden Press, 1990.\nGronroos, Christian, A Service Quality Model and its Marketing\nImplications, European Journal of Marketing, Vol.18 No.4,\n1984 : 36-44.\nGronroos, Christian, Defining Marketing : A Market-Oriented\nApproach, European Journal of Marketing, Vo1.23 No.1, 1989\n: 52-60.\nGummesson, Evert, Marketing-Orientation Revisited : The Crucial\nRole of the Part-Time Marketer, European Journal of Marketing,\nVo1.25 No.2, 1991 : 60-75.\nHill, C. Jeanne and Sue E. Neeley, Differences In The Consumer\nDecision Process for Professional vs. Generic Services, The\nJournal of Services Marketing, Vol.2 No.1, 1988 : 17-23.\nHolley, Graham J., James E. Lynch, and Jenny Shepherd, The\nMarketing Concept : Putting the Theory intoPractice, European\nJournal of Marketing, Vo1.24 No.9, 1990 : 7-23.\nHouston, Franklin S., The Marketing Concept: What It Is and\nWhat It Is Not, Journal of Marketing, April 1986 : 81-87.\nHouston, Franklin S. & Jule B. Gassenheimer, Marketing and\nExchange, Journal of Marketing, Vol.51, 1987 : 3-18.\nKohli, Ajay K. and Bernard J. Jaworski, Market Orientation\nThe Construct, Research Propositions, and Managerial Implications,\nJournal of Marketing, April 1990 : 1-18.\nKotler, Philip, Marketing Management: Analysis, Planning, Implementation,\nand Control, 7th Edition, New Jersey: Prentice-Hall, 1991.\nKotler, Philip, and Karen F. A. Fox, Strategic Marketing for\nEducational Institutions, New Jersey: Prentice-Hall, 1985.\nKotler, Philip, and Eduardo L. Roberto, Social Marketing:\nStrategies for Changing Public Behavior, New York: The\nFree Press, 1989.\nKotler, Plilip, and Alan R. Andreasen, Strategic Marketing for\nNonprofit Organications, New Jersey: Prentice-Hall, 1987.\nLitten, Larry H., Educational Essentials and the Marketing of\nHigher Education, Marketing of Services, Proceedings Series\nof American Marketing Association, 1981 : 134-137.\nMorgan, Neil A., Implementing Marketing : Key Issues for Professional\nService Firms, Journal of Professional Services\nMarketing, Vol.6(1) 1990 : 7-16.\nParasurman, A.,Valarie A. Zethamal, and Leonard L. Berry, A\nConceptual Model of Service Quality and Its Implications for\nFuture Research, Journal of Marketing, 1985 : 41-50.\nPiercy, Nigel and Neil Morgan, Internal Marketing-The Missing\nHalf of the Marketing Programme, Long Rang Planning,\nVo1.24 No.2, 1991 : 82-93.\nRouse, Ruby A., Understanding Service Marketing: A Theoretical\nAnalysis of Professional-Client Exchanges, Journal of Professional\nServices Marketing, Vol.8(1) 1991 : 17-43.\nShapiro, Benson P., Marketing for Nonprofit Organizations, Harvard\nBusiness Review, September-October 1973 : 123-132.\nShaprio, Benson P., What the Hell Is `Market Oriented` ?, Harvard\nBusiness Review, November-December 1988 : 119-125.\nStewart, Karen L., Applying a Marketing Orientation to a Higher\nEducation Setting, Journal of Professional Services Marketing,\nVo1.7(2), 1991 : 117-124.\nStone, Marilyn A. and Sandy Thomson, How Far Can Marketing\nbe Applied Within the Further Education Sector ?, The\nQuarterly Review of Marketing, Autumn 1987 : 16-19.\nTansuhaj, Patriya, Donna Randall and Jim McCullough, A SerVIces\nMarketing Management Model: Integrating Internal\nand External Marketing Functions, The Journal of Services\nMarketing, Vol.2 No.1, 1988 : 31-38.\nZeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman,\nCommunicationand Control Processes in the Delivery of\nService 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) https://ah.lib.nccu.edu.tw/item?item_id=100953-
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\n第一節 研究背景及動機．．．．．．．．．．1\n第二節 研究目的．．．．．．．．．．3\n第三節 研究限制．．．．．．．．．．4\n第貳章 文獻探討．．．．．．．．．．6\n第一節 行銷的義意．．．．．．．．．．6\n第二節 高等教育與行銷．．．．．．．．．．12\n第三節 服務業行銷．．．．．．．．．．18\n第四節 專業服務業行銷．．．．．．．．．．29\n第五節 內部行銷．．．．．．．．．．35\n第六節 行銷績效．．．．．．．．．．39\n第參章 觀念架構及研究方法．．．．．．．．．．45\n第一節 觀念架構．．．．．．．．．．45\n第二節 研究設計．．．．．．．．．．49\n第肆章 研究發現．．．．．．．．．．59\n第一節 行銷作為與績效．．．．．．．．．．59\n第二節 交叉表分析行銷作為對行銷績效的影響．．．．．．．．．．66\n第三節 迴歸模式分析行銷作為對品牌忠誠度的影響．．．．．．．．．．81\n第四節 對高等教育行銷特性認知的影響．．．．．．．．．．87\n第五節 基本資料與對大學行銷特性認知的交叉分析．．．．．．．．．．98\n第伍章 結論與建議．．．．．．．．．．101\n第一節 研究結論．．．．．．．．．．101\n第二節 研究建議．．．．．．．．．．102\n參考文獻．．．．．．．．．．106\n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 \n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 \n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 \n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 \n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 。\n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\n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 \n天下雜誌，企業最愛那個大學的畢業生? 143 期，民82 \n英文部分\nAaker, David A., Managing Brand Equity, N. Y. The Free\nPress, 1991.\nAssael, Henry, Consumer Behavior and Marketing Action, Boston\nMassachusetts : PWS-KENT Publishing Company, 1992.\nBerry, Leonard, Big Ideas In Services Marketing, The Journal of\nServices Marketing, Vol.1 No.1, Summer 1987: 5-9.\nBerry, Leonard L. and A. Parasuraman, Marketing Services:\nCompeting Through Quality, N. Y. : The Free Press, 1991.\nBrown, Stephen W. and Teresa A. Swartz, A Gap Analysis of\nProfessional Service Quality, Journal of Marketing, 1989 :\n92-98.\nCronin, Jr.,J. Joseph & Steven A. Taylor, Measuring Service\nQuality: A Reexamination and Extension, Journal of Marketing,\nJuly 1992 : 55-68.\nEngel, James F., Roger D. Blackwell and Paul W. Miniard, Consumer\nBehavior, Orlando: The Dryden Press, 1990.\nGronroos, Christian, A Service Quality Model and its Marketing\nImplications, European Journal of Marketing, Vol.18 No.4,\n1984 : 36-44.\nGronroos, Christian, Defining Marketing : A Market-Oriented\nApproach, European Journal of Marketing, Vo1.23 No.1, 1989\n: 52-60.\nGummesson, Evert, Marketing-Orientation Revisited : The Crucial\nRole of the Part-Time Marketer, European Journal of Marketing,\nVo1.25 No.2, 1991 : 60-75.\nHill, C. Jeanne and Sue E. Neeley, Differences In The Consumer\nDecision Process for Professional vs. Generic Services, The\nJournal of Services Marketing, Vol.2 No.1, 1988 : 17-23.\nHolley, Graham J., James E. Lynch, and Jenny Shepherd, The\nMarketing Concept : Putting the Theory intoPractice, European\nJournal of Marketing, Vo1.24 No.9, 1990 : 7-23.\nHouston, Franklin S., The Marketing Concept: What It Is and\nWhat It Is Not, Journal of Marketing, April 1986 : 81-87.\nHouston, Franklin S. & Jule B. Gassenheimer, Marketing and\nExchange, Journal of Marketing, Vol.51, 1987 : 3-18.\nKohli, Ajay K. and Bernard J. Jaworski, Market Orientation\nThe Construct, Research Propositions, and Managerial Implications,\nJournal of Marketing, April 1990 : 1-18.\nKotler, Philip, Marketing Management: Analysis, Planning, Implementation,\nand Control, 7th Edition, New Jersey: Prentice-Hall, 1991.\nKotler, Philip, and Karen F. A. Fox, Strategic Marketing for\nEducational Institutions, New Jersey: Prentice-Hall, 1985.\nKotler, Philip, and Eduardo L. Roberto, Social Marketing:\nStrategies for Changing Public Behavior, New York: The\nFree Press, 1989.\nKotler, Plilip, and Alan R. Andreasen, Strategic Marketing for\nNonprofit Organications, New Jersey: Prentice-Hall, 1987.\nLitten, Larry H., Educational Essentials and the Marketing of\nHigher Education, Marketing of Services, Proceedings Series\nof American Marketing Association, 1981 : 134-137.\nMorgan, Neil A., Implementing Marketing : Key Issues for Professional\nService Firms, Journal of Professional Services\nMarketing, Vol.6(1) 1990 : 7-16.\nParasurman, A.,Valarie A. Zethamal, and Leonard L. Berry, A\nConceptual Model of Service Quality and Its Implications for\nFuture Research, Journal of Marketing, 1985 : 41-50.\nPiercy, Nigel and Neil Morgan, Internal Marketing-The Missing\nHalf of the Marketing Programme, Long Rang Planning,\nVo1.24 No.2, 1991 : 82-93.\nRouse, Ruby A., Understanding Service Marketing: A Theoretical\nAnalysis of Professional-Client Exchanges, Journal of Professional\nServices Marketing, Vol.8(1) 1991 : 17-43.\nShapiro, Benson P., Marketing for Nonprofit Organizations, Harvard\nBusiness Review, September-October 1973 : 123-132.\nShaprio, Benson P., What the Hell Is `Market Oriented` ?, Harvard\nBusiness Review, November-December 1988 : 119-125.\nStewart, Karen L., Applying a Marketing Orientation to a Higher\nEducation Setting, Journal of Professional Services Marketing,\nVo1.7(2), 1991 : 117-124.\nStone, Marilyn A. and Sandy Thomson, How Far Can Marketing\nbe Applied Within the Further Education Sector ?, The\nQuarterly Review of Marketing, Autumn 1987 : 16-19.\nTansuhaj, Patriya, Donna Randall and Jim McCullough, A SerVIces\nMarketing Management Model: Integrating Internal\nand External Marketing Functions, The Journal of Services\nMarketing, Vol.2 No.1, 1988 : 31-38.\nZeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman,\nCommunicationand Control Processes in the Delivery of\nService Quality, Journal of Marketing, 1988 : 35-48.zh_TW