臺中市國民小學亮點學校行銷策略之研究

南華大學機構典藏系統 > 社會科學院 > 國際事務與企業學系(亞太研究碩士班,公共政策研究碩士班,歐洲研究碩士班) > 博碩士論文-亞太研究碩士班 > Item 987654321/23367

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题名:	臺中市國民小學亮點學校行銷策略之研究
其它题名:	Marketing Strategy of the Spotlight Elementary School in Taichung
作者:	陳昭成 Chen, Zhao-Cheng
貢獻者:	國際事務與企業學系亞太研究碩士班劉華宗 Hua-Zong Liu
关键词:	學校行銷;亮點學校;特色學校;臺中市國民小學;學校行銷策略 school marketing;Spotlight Schools;Characteristic Schools;Taichung Elementary Schools;school marketing strategies
日期:	2015
上传时间:	2015-09-10 15:48:17 (UTC+8)
摘要:	本研究旨在探究臺中市國民小學亮點學校行銷策略之現況及其成效，為達本研究之目的，首先蒐集與研讀相關文獻，建立本研究之理論架構，採用文獻分析法及深入訪談法等質性研究方法進行研究，並編製臺中市國小校長、行政人員、教師訪談題目，以及臺中市國小學生家長訪談題目做為研究工具，與臺中市國民小學已獲得亮點學校認證之其中三間學校的校長、主任、教師、家長，共計18人進行訪談。　　研究發現：壹、臺中市亮點學校行銷產品策略之研究發現一、每間亮點學校發展其特色的原因皆不相同，但主要還是與校長的選擇有關。二、學校特色要能突顯，就要確定學校的理念，並且在硬體設施、課程、社團活動方面加強，顯現其差異性與價值性，並進而將推行範圍擴大，讓其他學校廣為周知。三、亮點學校行銷的重點項目主要為學生的學習、學校的特色、家長的需求等。四、學校人員以及家長對於產品策略的投入與貢獻都不相同，但主要是一種分工合作的方式。五、對於學校行銷的產品策略，行政人員不滿意的地方在於教師的配合度不夠，而教師不滿意的地方則在於推行的方式。六、對於學校行銷的產品策略，大部分的家長都是很滿意的。貳、臺中市亮點學校行銷價格策略之研究發現一、亮點學校在推行特色教育的經費來源主要來自於校內的預算、家長會的經費、官方資源以及民間團體的贊助等。二、亮點學校在特色教育的推行上，對於學校的本位課程活動，通常都會給予優惠。三、亮點學校推行特色教育時，在經費的編列項目上，主要都在於購買或維修相關的設備，以及用在教學和辦理相關的活動方面，很少會去編列行銷相關的經費。四、對於推行特色教育的經費，大部分的學校人員都覺得不足，除非學校有機會能申請到一筆龐大且能夠專門用來推行特色教育的經費。五、在推行特色教育的經費來源及使用上，校內人員普遍對來自於家長會的經費滿意度較高。六、家長對於孩子就讀亮點學校，跟一般學校比起來，感覺是會比較划算的。參、臺中市亮點學校行銷推廣策略之研究發現一、臺中市亮點學校計畫本身就是一個行銷，透過認證及發行專刊的方式，讓學校特色能夠展現。二、學校會善用不同的推廣策略行銷學校，如設置學校及班級網頁、活動看板、布條、跑馬燈等，公布學校訊息及師生優異表現；舉辦亮點特色相關活動；印製學校特色的宣傳品；學校例行性活動時口頭宣傳。三、學校普遍認為，宣傳是否有效果與宣傳的方式沒有太大的關係，主要還是在於學校本身的條件，以及宣傳的內容是否為家長所關心。四、對於家長來說，學校的硬體設施及廣告，以及參加學校所舉辦的一些活動，是他們瞭解學校優點與特色的主要窗口。五、學校與家長都認為，學生是一個很重要的宣傳媒介，學校的特色可以透過學生去宣傳。六、學校與家長都認為要擴大宣傳，但學校的重點是放在宣傳的內容，而家長則是覺得要擴大宣傳的範圍。肆、臺中市亮點學校行銷通路策略之研究發現一、學校與家長都認為學校的軟硬體設施規劃完善，並且對外開放，方便社區民眾使用。二、校內人員與家長都認為家長與學校的溝通管道多元暢通。三、學校多會與其他通路進行策略聯盟。伍、臺中市亮點學校行銷人員策略之研究發現一、校內同仁共識的凝聚主要透過校內的會議或者是一些學校舉辦的活動、研習。二、教師教學是亮點學校特色課程的核心，因此提昇教師的專業素養有助於學校行銷。三、學校行政人員是學校行銷的主導及推動者，他們設計以及決定宣傳的內容與方式，並且親自參與。四、不管是校內人員或者是家長，他們都認為學校應該要做行銷，並且把行銷的重點放在學生學習上面。　　並就研究結論提出相關建議，以作為推動臺中市國民小學亮點學校計畫及其行銷策略之參考。　　This study mainly aims to explore the current situations and effectiveness on the marketing strategies in Taichung Elementary Highlight Schools. With a view to achieving the goal of this study; first, the relevant literature had been completely collected and intensively studied to establish the theoretical framework of this study; second, such qualitative research methods as literature analysis and in-depth interviews were used to carry out this study; third, the questions for the interviews with Taichung elementary school principals, administrators, teachers, and parents were made in advance as a research tool. The principals, director, teachers, as well as parents, a total of 18 were interviewed, from three of Taichung elementary schools which have received the “Highlight” certification.The research discoveries:1. The research discoveries on marketing product strategies in Taichung Highlight Schools(1.) Each Highlight School has different characteristics of its development, but the differences amongst them are particularly related to the principals’ decisive selection.(2.) To highlight the characteristics of a school, it is necessary not only to ascertain its own educational ideas but also to strengthen its hardware facilities, curriculum, and activities, which can show the differences and the values. Thus the school can be widely known by virtue of expanding its distinguishing features.(3.) The key marketing points for highlight schoosl mainly lie in the students’ learning, the characteristics of a school, and the needs of parents as well. (4.) The efforts and contributions which were put into the marketing strategies from the school staff and parents were not equally the same, but the manner of working with cooperation was primarily emphasized. (5.) In the case of a school’s marketing strategies, what administrators were not satisfied with was teachers’ low cooperative attitudes; vice versa, what teachers were not happy with was the ways of executing those policies. (6.) As far as most parents were concerned, they were pretty satisfied with the school’s marketing strategies. 2. The research discoveries on marketing price strategies in Taichung Highlight Schools(1.) The funds for performing the characteristics of education in Highlights Schools were chiefly from the school’s budget, the parent teacher association’s budget, some other official resources as well as the sponsorship made by non-governmental organizations. (2.) While performing the characteristics of education in Highlights Schools, the preferential treatment is usually given to the school-based curriculum. (3.) While performing the characteristics of education in Highlights Schools, the budget was planning more on the purchase or repairs of the related equipment, teaching, and the relevant activities rather than on the marketing. (4.) The funds for performing the educational characteristics did not seem enough for most of the school staff unless the schools had the chance to apply for a large amount of money to pay for those education expenses. (5.) As for the sources and the use of the funding on performing the educational characteristics, most school staff generally gave higher satisfaction to the funds supported by the parent teacher association. (6.) Compared with the normalized schools, parents feel it more cost-effective to pay for the tuition if their children attend a Highlight School. 3. The research discoveries on marketing promotion strategies in Taichung Highlight Schools(1.) The program itself about Taichung Highlight Schools is a marketing strategy. Through the certification and the special issues, the school characteristics can be all-round shown. (2.) Schools will make good use of different marketing strategies to promote themselves, such as the school and classroom websites, bulletin boards for activities, school banners, and scrolling text marquees, to announce their latest information as well as the outstanding performances of students and teachers. Also, schools promote themselves by conducting activities related to their features, printing materials about school characteristics, and giving out some slogans during the school routine activities.(3.) In the general opinion of schools, whether the promotion works well depends on the schools’ own conditions and parents’ concerns about the contents rather than on those ways of itself. (4.) For parents, the schools’ hardware facilities, advertisement, and the activities organized by the schools are the main gateways to understand the advantages and characteristics of the schools.(5.) Schools and parents believe that students are the key medium to publicize the characteristics of schools. (6.) Both schools and parents think it essential to expand the promotion. Schools focus on the contents of promotion itself; however, parents focus on expanding the scope of promotion. 4. The research discoveries on marketing channels strategies in Taichung Highlight Schools(1.) Schools and parents think schools’ software and hardware facilities are supposed to be open to the communities and facilitate them to use.(2.) Staff in schools and parents agree that there ought to be free and diverse communication channels between parents and schools. (3.) Schools will also be working in alliances with other channels.5. The research discoveries on marketing staff strategies in Taichung Highlight Schools(1.) The meetings, some activities, and study programs in schools can bring about a strong cohesion among school colleagues. (2.) Teaching is the major part of the courses in Highlight Schools, hence enhancing professionalism of teachers helps to promote schools.(3.) School administrators are the leading promoters because they not only design, deciding on the contents and the ways of promotion but also participate in these events.(4.) As for the staff in schools and parents, they all consider that the schools should execute marketing which focuses on students’ learning. 　　The related suggestions were made in accordance with the findings as a reference to promote the plans and marketing strategies for Taichung Elementary Highlight Schools.
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