高等教育機構行銷策略指標建構與實證調查之研究   免費試閱

Marketing Strategy Indicators and Their Application in Institutions of Higher Education

雖然許多高等教育機構人員認為，行銷策略的運用對於學術自由有所妨礙，然而，在市場趨勢與少子化影響下，高等教育行銷策略的運用已受到重視。本研究目的即在建構高等教育行銷指標，並且據以編製問卷進行調查研究，以蒐集所需資料。為了建構行銷指標與蒐集實證性資料，本研究利用德懷術與問卷調查方式蒐集所需資料。經過三回合德懷術問卷調查後，確定七大策略構面、43項指標之後，進行全國性問卷調查。研究結果顯示，高等教育行銷策略七大構面為通路、推廣、價格、產品、成員、市場定位及實體等策略；實證調查結果發現，在七大策略中，價格策略得分最高，而成員策略構面得分較低，而在市場定位策略中，則以差異化行銷策略表現略差。針對前述研究結果，提出相關建議。

Although many academics are likely to view marketing strategies as compromising to academic freedom, institutions of higher education have started using marketing strategies to deal with declining birthrates. In recent years, the value of marketing strategies to resolve attendance problems of higher education has been emphasized. This study aims to determine marketing strategy indicators and to explore how marketing operations are performed in institutions of higher education. A questionnaire-based survey and the Delphi technique were used to collect data in order to define marketing strategy indicators. After using a three-round Delphi survey to identify 43 marketing strategy indicators, the study has established seven main dimensions of higher education marketing. And then a nationwide questionnaire survey was conducted. The results are: the marketing strategy dimensions relate to place, promotion, price, product, people, market positioning, and physical evidence. The empirical results reveal that, of the seven dimensions, price marketing has the highest impact, and marketing positioning has the lowest. Based on these findings, some practical suggestions are given.