| 摘要: | 本研究提出學校應將學生視為顧客的構想，將招生之行銷策略由原來的大眾行銷方式，轉變為針對不同學生需求而提供不同的策略，研究的主要目的是運用集群分析，將受測學生分群後探討學生的選擇行為及就讀動機，以作為市場區隔之依據，此分群結果可協助學校了解學生群集的特性，設計不同的招生行銷策略，提供特定的產品給特定群集的學生，才能在有限的組織資源下，提供切合的需求給學習者。 本研究以南華大學及雲嘉南地區之碩士在職專班學生為研究對象，研究量表內容以碩士在職專班學生之選擇行為、就讀動機及其個人背景變項，採問卷調查法，回收之有效樣本依研究目的及驗證假設之需求分別採用，描述性統計、獨立樣本T檢定、獨立樣本單因子變異數分析、薛費爾事後比較、集群分析等統計方法進行資料分析，本研究結果顯示：南華大學招生市場可區分成「文憑主義群」、「教學品質群」、「入學便利群」與「教學資源群」四種市場類型；雲嘉南地區招生市場可區分成「入學便利」、「交通便利」、「文憑主義」三種市場類型。就讀動機方面，南華大學學生就讀動機可區分成「社交關係群」、「挑戰自我群」、「職業考量群」三種市場類型；雲嘉南地區學生就讀動機可區分成「職業考量群」、「充實生活群」與「提昇自我群」三種市場類型。
This research proposed the school should regard asthe student customer's conception , marketing strategy the recruitment of students will sell the way by the original populace , will transform for aims at the different student demand to provide the different strategy , the research main goal will be using cluster analyzes , after will eeceive measured the student will hive off discusses student's choice behavior and goes study the motive, by will separate the basis as the market area , this will hive off the result to be possible to assist the school to understand the student will gather in great number the characteristic, will design the different. recruitment Of students marketing strategy , will provide the specific product for the student which specific will gather in great number, will be able under the limited organization resources, to provide the demand which will suit to give the study. This of research master of take the Southwest and NANHUA university in office special class students as the research object, studies the meter content by master choice behavior in office special class student , goes study the motive and its the personal background , picks the questionnaire survey law, the recycling the effective sample separately uses demand of according to the research goal and the confirmation supposition, Descriptive statistics, T -Test, one-way ANOVA , Scheffe , cluster analyzes , this findings showed : The NNHUA university recruitment of students market may the area divide into ＂ the diploma principle group＂, ＂the teaching quality group＂, ＂the matriculation convenience group＂ and ＂the teaching resources group＂ four kind of markets types; The cloud fine south area recruitment of students market may the area divide into ＂the matriculation convenience＂, ＂the transportation is convenient＂, ＂the diploma principle＂three kind of markets types Goes study the motive aspect, the NANHUA university student goes study the motive to be possible the area to divide into ＂the public relations relations group＂ , ＂challenges. the self- group＂, ＂the occupation consideration group＂ three kind of markets types; The cloud fine south area student goes study the motive to be possible the area to divide into ＂the occupation consideration group＂, ＂the enrichment life group＂ and ＂promotes the self- group＂ three kind of markets types. |
