頁籤選單縮合
題 名 | 小學學校行銷運作及其相關議題探討=Marketing Operations and Executing States for Primary Schools |
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作 者 | 黃義良; | 書刊名 | 彰化師大教育學報 |
卷 期 | 8 民94.09 |
頁 次 | 頁67-93 |
分類號 | 523.37 |
關鍵詞 | 小學; 行銷運作; 學校行銷; Marketing operations; Primary schools; School marketing; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在瞭解當前小學的學校行銷運作情形,並探查學校在行銷執行時所面臨之相關議題。研究主要採問卷調查法,以分層隨機方式抽樣臺灣地區20%的國民小學以及普查私立小學,共計取樣538位小學校長,有效回收問卷為340份,整體有效回收率為63.2%。 研究主要發現為: 一、小學目前普遍未設立行銷單位,校長傾向將行銷工作視業務性質分派給各處室負責。 三、小學的行銷對象廣泛而均重,缺乏經費與專責單位為學校推展行銷面臨的主要困境。 四、校長知覺學校行銷整體運作達理想程度,分向度的運作以内部向度最高,互動向度次之,外部向度較低。 五、「51歲以上」、任職年資「5至8年者」、「研究所」、「49班以上」、「都市」地區與「私立」等背景變項的校長知覺學校行銷運作情形較為理想。 茲根據上述之研究結論,提出相關建議。 |
英文摘要 | The purpose of this study is to understand marketing executing states and how marketing operates at primary schools. A questionnaire developed in the study was to make a survey on 538 principals who were stratified randomly sampling from 20% of public elementary schools and census private elementary schools, and 340 responded. The effective response rate was 63.2%. The main findings are as follows: 1. A marketing department is not established in primary school. Principals are inclined to distribute the related work to other relevant departments. 2. The main problem of primary school marketing is lack of funds and no specific department to take responsibility. 3. When a principal's perception of the overall marketing ope4ration has reached an ideal condition, there would be 3 dimensions, and the internal marketing is usually perceived the best one, followed by interactive marketing, and then external marketing. 4. Principals, who have worked as a principal "for 5 to 8 years", "with a master degree", "working at a school having more than 49 classes", "at urban area" and "private school", perceive the school marketing operation much better. According the study results as stated above, some recommendations are made. |
本系統中英文摘要資訊取自各篇刊載內容。