一所國小校長在學校行銷的實踐探究

A Principal’s School Marketing Practice in Elementary School

本研究旨採取半結構訪談方式，探討一所國小校長在學校行銷的認知、角色、策略與影響。研究發現校長學校行銷認知為：一、少子化與教育市場的理念加速學校行銷的腳步，二、學校辦學績效是學校行銷的重要內涵，三、學校行銷應重視資源的整合與行銷的效益；其次，校長行銷的角色主要為：一、校長應以身作則並影響學校成員行銷觀念，二、規劃學校願景，建立學校特色，提升學校形象，三、應能掌握環境脈動與家長需求之市場導向；最後，校長的行銷策略包括：一、重視電子看板、網路與書面資料的建立，將訊息隨時傳送給學生家長；二、建立學校外部夥伴關係；三、重視與媒體關係的建立。

The research aims to explore the principal’s conception， role， strategies and influence inschool marketing in elementary school. Open， semi-structured interviews were conducted inthe research. The findings are as follows: The philosophy of school marketing of theprinciple is: 1.The situation of low birth rate and educational market accelerate the pace ofschool marketing. 2. The performance of school education is the essence of school marketing.3. School marketing needs to integrate resources and value the benefit. The role of principalin school marketing is: 1. Principal should set an example to effect the school staff. 2. Theprincipal should also construct school vision， develop school feature and build school image.3. The principal should understand the trend of environment and parents' need to plan schoolmarket. Finally， the marketing strategies include: 1. Use electronic monitoring system，network and documents to convey information to students' parents. 2. To establish schoolexternal partnerships. 3. Building the relations with the media.