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頁籤選單縮合
題名 | 大學繼續教育的行銷困境與出路=The Dilemma and Possibility of University Continuing Education Maketing |
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作者 | 魏惠娟; Wei, Hui-chuan; |
期刊 | 成人及終身教育學刊 |
出版日期 | 20040600 |
卷期 | 2 2004.06[民93.06] |
頁次 | 頁69-97 |
分類號 | 528.44 |
語文 | chi |
關鍵詞 | 大學; 繼續教育; 成人繼續教育; Adult education marketing; Continuing education Marketing; Education marketing; |
中文摘要 | 本研究主要目的在探討大學成人繼續教育行銷現況,從現況分析中梳理出行銷的盲點;並從行銷理論的應用,特別是菲利浦‧柯勒特(philip kolter)的策略規劃過程模式,進一步探討大學成人繼續教育行銷方案設計的基礎以供各大學研擬行銷策略時之參考。 本研究方法主要是理論分析、次級資料分析,輔以個人多年實務工作的觀察經驗。所謂次級資料(Secondary data)乃是研究者引用先前「其它」研究者所蒐集的初級資料(Primary data)來當作自己的研究資料。次級資料分析法包括:檔案記錄研究與內容分析等。換言之,初級的檔案是一些原始文件或辦公檔案與記錄,而次級資料是其它調查者所蒐集資料的一些出版,含統計資料與非統計資料。本研究所分析的資料包括:相關的調查研究報告、會議記錄、宣傳文件等等。本研究是採用探索性的研究設計,探索性研究的目的是在描述或評估某一複雜現象或問題以熟悉該現象並獲得新觀點。探索性研究強調「發現」而非「檢定」,藉由發現熟悉現象,以便有深入的了解,並由此發展研究問題及假設。本研究以大學成人繼續教育為例,因為這是目前競爭相當激烈的區隔;再者成人教育專業人材培育機構對於成人教育形象建立與理念的推廣,應該最有概念,如果連大學成人繼續教育的行銷現況都缺乏理論與清楚的架構,間接也意涵著成人教育產品專業形象建立的危機,以及未來無論理念行銷或實務工作推廣勢必要面臨困境的威脅。 本研究分析的途徑有三:首先從理論分析著手,接著探討相關研究並且以一份調查研究結果,檢視大學成人繼續教育的行銷現況,輔以筆者先前一個探索性研究的結果等方面來達成本研究目的。 |
英文摘要 | The purpose of the study is to explore the current situation of the management of continuing education enterprise in terms of marketing at the university level. Result of the analysis will identify the current dilemma of marketing. The study applied Kolter's strategic marketing planning process for University in planning its marketing program. The research methodology used in the study includes theoretical analysis, literature review and secondary data analysis. The study used the university adult continuing education as the major case, because it is the highly competitive segment in the market. The guiding hypothesis for the study is the adult education professional institutions such as the graduate institutes of adult education should have the most clear theoretical marketing framework to help them to do a better job. If the assumption is not accepted, it means that adult education institutions are facing a big risk of losing their professional image and position. The situation will also threat the future development of adult education. The study based on the situational analysis which included the following two parts. The article first analyzes the dilemma of university continuing education management. Secondly, the possible resolution or way of thinking about the situation is provided for further research. Data analyzed in the study includes: marketing theory, related studies and a pilot study. On the based of previous data resources, possible strategies to break through the current problems are suggested. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。