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題 名 | 新竹縣國民小學教育人員對學校行銷策略認知及現況之研究=A Study on the Perception and the Strategy of School Marketing Strategies for the Educator at Elementary Schools in Hsinchu County |
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作 者 | 徐永基; | 書刊名 | 新竹縣教育研究集刊 |
卷 期 | 8 2008.12[民97.12] |
頁 次 | 頁69-112 |
分類號 | 523.37 |
關鍵詞 | 國民小學; 教育人員; 學校行銷; 學校行銷策略; Elementary schools; Educators; School marketing; Strategy of school marketing; |
語 文 | 中文(Chinese) |
中文摘要 | 研究旨在探討新竹縣國民小學教育人員對學校行銷策略個人的重要性認知與實 際運作現況間的差異、探討不同背景變項間的差異、瞭解本縣國民小學教育人員在執行 學校行銷策略時的困境及其解決策略。 本研究採問卷調查法與半結構訪談法,針對本縣 60 所學校 574 位教育人員進行問 卷調查研究。回收問卷 515 份,回收率達 89%,得有效問卷數 515 份,佔總回收問卷之 100%,佔總樣本數之89%。所得資料利用 SPSS12.0 for Windows統計套裝軟體進行資料 分析。另外,立意抽取8位教育人員(2位校長、2位主任、2位組長及2位教師)進行訪 談,將訪談的結果,配合相關文獻與問卷調查結果,作分析討論。本研究主要獲致以下 結論: 一、新竹縣國民小學的現有架構中,未設立行銷組織或單位、亦無專人或單位負責學校行銷工作,多依業務性質分派至各處室辦理。 二、國小學校行銷策略在個人重要性認知上產品策略上重視的是學生的生活教育、人員 策略上注重親師生溝通的暢通、推廣策略上是家長能支援教師,協助辦理活動、形 象策略上是希望家長能肯定並認同師生比賽的成績。 三、男性、年齡愈高、服務年資愈久、職務愈高與學歷愈高的教育人員對於執行學校行 銷策略的解決方式,愈表示認同與支持。 四、在執行學校行銷策略工作的主要困境有:(一) 學校未編列推展行銷策略的經費 (二) 學校未訂定參與行銷人員的獎勵制度(三) 學校缺乏專責的行銷處室單位 (四) 學校缺乏整體性的學校行銷計畫 (五) 學校成員缺乏行銷專業知識等五大項。 五、國民小學教育人員對於推動學校行銷的常用策略仍以發展學校特色、加強學校形象 和爭取家長志工協助校務發展為主。 |
英文摘要 | This study is mainly explored the difference between the individual importance recognition for educators of Hsinchu County elementary schools and the current status of actual operation for the strategy of school marketing, as well as the difference between different background variables, to understand the difficulties and solutions to implement the strategy of school marketing for those educators of elementary schools in this County. This study has adopted the questionnaire survey and semistructure interview to firstly conduct the literature review and analysis. Moreover, took those educators in public elementary schools of Hsinchu County as the population and adopted the random sampling method to conduct the questionnaire survey on 574 educators from 60 public elementary schools of this County. The number of returned copies was 515 which reached a return rateof 89%. After organized and reviewed the collected data, the number of valid copies was 515 which accounted for 100% of total return rate and 89% of the total samples. Then entered the acquired data into computer and analyzed the data byapplying the statisticalsoftware package, SPSS12.0 for Windows, and using the statistical methods.In addition, purposively sampled educators (2 principals, 2 directors, section leaders and 2 teachers) to carry out the interview survey, and then processed the analysis and discussion on these interviewing results with related literature and questionnaire survey results. The major results that this study acquired are as follows: Among the current organizational frameworks of Hsinchu County elementary schools, marketing organizations and units have not yet established, and no special personnel or unit that can responsible for the tasks of school marketing; however, they were frequently assigned to eachdepartment or office to handle according to the business characters. As for the strategy of elementary school marketing, its important recognition of product strategy is focused on the life education.its important recognition of personnel strategy is focused on the free channel of communication among parents, teachers and students.its important recognition of promoting strategy is focused on that parents’ supporting for teachers and assisting in activities operation.its important recognition of image strategy is hoped that parents can approve and accept the results of competitions or contests for those teachers and students. The major difficulties and barriers for educators from Hsinchu County elementary schools educators to implement the strategy of school marketing were: (1) Schools have not yet budgeted for promoting the marketing strategy; (2) Schools have not yet established the reward system for marketing participants; (3) Schools are lacked for responsible marketing department, office or unit; (4) Schools are insufficient for overall or integrated school marketing plan; and (5) School members are lacked for professional knowledge of marketing. Male educators with higher age, service seniority, position and education background who will be expressed more approval and supporting degree for the solution of implementing the strategy of school marketing. The common strategy of elementary schools educators to promote the school marketing is still mainly on developing the school characteristics, enhancing the school image and striving for parents’assistance in the school development. Therefore, this study has generalized and organized the above mentioned research conclusions to propose some suggestions as the reference to those education administrative authorities, school administrative personnel and colleagues who devoted to education research to continue the followup research. |
本系統中英文摘要資訊取自各篇刊載內容。