學校行銷策略對學生選校考量因素影響之研究─以基隆市私立高中職校為例

Abstract

摘 要 本研究旨在探討基隆市私立高中學校行銷策略對學生選校考量因素影響之研究。首先進行相關文獻探討，其次依循研究背景、動機、目的與待答問題及文獻探討之相關發現，設計「學校行銷策略對於學生選校因素影響研究」之「教育人員適用」及「學生適用」等二份量表，針對基隆市六所私立高中職600名學生及90名教育人員為研究對象，實施普查，回收有效問卷計教育人員86份（回收率95.6%）、學生558份（回收率93%）。並應用SPSS/10.0中文版套裝軟體，進行項目分析、t考驗檢定、單因子變異數分析、皮爾遜積差相關、簡單迴歸分析等統計方法進行資料處理分析，獲得以下結論：

一、學校整體行銷策略（產品、價格、推廣、通路及人員）在私立高中的運作普遍受到認同與肯定。 二、設立學校行銷專業單位推動行銷事務普遍獲得認同與支持。 三、年長、資深、高學歷及規模中等的私立高職之教育人員在行銷策略認知較高。 四、少子化學生來源不足，是當前推動行銷所面臨的最大困境。 五、「參加高中職升學博覽會」是私立學校學生就讀最大的因素，但"至國中班級作招生宣導"、"電話家訪招生"、"學長、學姐介紹"亦為重要的誘因。 六、不同性別、職務、學歷、學校規模、校齡等背景變項之教育人員對學校整體行銷策略認知有顯著差異，但年齡、服務年資無顯著差異。 七、不同家庭收入、學校屬性背景變項之學生對選校整體考量因素之重視程度有顯著差異，但不同性別、入學方式、家長學歷及家長職業之學生則無顯著差異。 八、學校行銷策略之產品、人員、推廣及通路等面向與學生選校因素有顯著性相關，但價格行銷策略面向則無顯著性相關。 九、學校行銷策略之產品、人員、推廣及通路等面向對學生選校因素有顯著性預測力，但價格行銷策略面向則無顯著預測力。

最後，依據上述結論，分別就「對教育主管機關」、「對私立高中職學校」及「對未來研究」提出具體建議。

Abstract The purpose of this study is to explore the educational marketing strategy and the influencing factors of selecting schools in Private Vocational Senior High School in Keelung. In this study, the procedure is as follows： I. Literature review. II. The designing of the questionnaires based on literature review. III. Statistical analysis, using SPSS/10.0 statistical package, and one-way analysis of variance（ANOVA）, Scheffe method, Person’s product-moment correlation and Simple regression analysis.

The results of this study are shown as follows: I. The marketing strategy（product, price, promotion, place, and personnel） is generally approved in the privately established The Private Vocational Senior High School’s operation. II. Establishments of marketing sectors are generally approved. III. Educators who are elder or have higher qualifications and records of service have better understanding on school marketing strategy. IV. Educators of medium-sized private higher education systems have better understanding on school marketing strategy. V. Lowering birth rate is the main cause of reducing student body which is the primary obstacle for educational marketing. VI. The annual “High schools and Vocational High Schools Exhibition” is the main contributing factor of enrollments. VII. Age and seniority to marketing strategy are of no statistical significance, while other factors such as gender, occupation, etc are not. VIII. Family income, etc to marketing strategy are of statistical significance, while gender, parental occupations, and such are not. IX. Price has no statistical significance on school selection.

Finally according to these conclusions, this study provides suggestions to the education authorities, the private vocational senior high schools, and future researches.