頁籤選單縮合
題 名 | 高中數學教科書推廣歷程之研究--出版商的觀點=A Study of Diffusion Process of Senior High School Mathematics Textbooks: The Viewpoints of Publishers |
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作 者 | 唐可殷; 高熏芳; | 書刊名 | 黃埔學報 |
卷 期 | 49 民94.10 |
頁 次 | 頁173-191 |
分類號 | 523.7431 |
關鍵詞 | 高中數學; 教科書; 推廣; 出版商; Senior high school mathematics; Textbooks; Diffusion; Publishers; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討高中數學教科書之推廣歷程。首先針對教科書選用與教育創新推廣兩方面之國內外文獻進行分析和探討,進而對出版商之行銷人員進行深度訪談,同時亦蒐集相關文件加以分析,以了解出版商行銷高中數學教科書所使用之推廣策略及行銷人員與高中數學教科書選用人員之推廣互動歷程。研究結論為:(一)出版商推廣策略擬定係依市場動態而改變;(二)面對面的人際互動有助產品知識之傳遞;(三)人際脈絡中之意見領袖主導教科書選用;(四)選用方式兼具集權式與分權式決定;(五)產品內容、價格、配套資源及售後服務決定市場佔有率;(六)議價及簽約確認選用結果;(七)學校或教師個別之售後服務確保永續採用。並對出版商及選用人員方面提建議。 |
英文摘要 | This study aims to explore and discuss the diffusion process of marketing senior high school Math textbooks from publisher’s viewpoints. It starts with the literature reviews in two aspects: textbook selection and innovation diffusion, which is followed by in-depth interviews of the sales representatives of the publishers. Meanwhile, related documents are collected and analyzed in order to understand the marketing strategies employed by the publishers and the interaction between the sales representatives and high school math teachers in terms of the selection of textbooks during the innovation diffusion process. This study draws the following conclusions: 1. The promotion strategies used by the publishers change with the market variation. 2. Face-to-face interpersonal interaction facilitates the diffusion of the product knowledge. 3. The opinion leader in teachers’ group holds a decisive position in selecting the textbooks. 4. The ways how teachers select their textbooks combine authoritarian and collective decisions. 5. The content and price of the products, the accessory resources and post-sale service decide the textbook market share. 6. Bargaining and contract signing confirm the result of textbook selection. 7. The post-sale services provided for the school or individual teacher can assure the long-lasting use of the textbook. |
本系統中英文摘要資訊取自各篇刊載內容。