國立教育大學招生行銷之探究   免費試閱

A Study of the Student Recruitment Marketing of National Universities of Education in Taiwan

現階段台灣高等教育環境所面對的挑戰愈來愈大，招生活動面臨的競爭亦隨之增加。鑑於在少子化趨勢下，現今五所教育大學所面臨的招生挑戰，將比一般綜合型大學來得大，本研究乃藉由探索教育大學招生行銷現況、瞭解教育大學招生行銷困境，進而探討教育大學未來可以推展的招生行銷策略。本研究以五所教育大學為研究對象進行個案探究，以訪談資料為主、文件分析資料為輔，針對五所教育大學進行招生行銷策略之研究。經過文件與訪談資料之分析，研究結果包括：一、目前各校皆設有負責招生相對應單位，然業務單一性仍未達成；二、招生壓力已浮現，所使用之招生推廣策略各校相似度高；三、招生活動仍受限於經費問題，不若私立大學院校經費運用的彈性；四、積極擴展國際學生，提升國際化之餘，亦能提升學生就讀人數；五、「教育」大學的名號，是助力，也是一種阻力。

Higher education environment has become increasingly competitive and institutions have to compete for students in the recruitment marketing in Taiwan. With student enrollments decreasing, a lot of difficulties have to be overcome in five universities of education. The purpose of this study was to investigate recruitment marketing conditions and problems. In addition, the author sought appropriate student recruitment strategies for these universities of education. To achieve these goals, qualitative approach was adopted, five institutional officers were interviewed, and recruitment documents were examined. The findings show that the five universities of education do not have a recruitment office which provides services about student recruitment only. The higher education environments in Taiwan have become increasingly competitive and these universities of education have to compete for students in the recruitment markets more than before, but they use the same recruitment strategies. Furthermore, these universities of education do not have enough budgets which can be used flexibly in the recruitment process. However, all of them work very hard in recruiting international students. Finally, the fact that the name of the university bears the word “education” has both a positive and a negative effect on the recruitment of students.