美國大學校院入學管理策略之分析研究

The Study on Enrollment Management Strategies of Universities and Colleges in the United States

入學管理是一種提升學校入學率與留校率的管理策略。這種管理策略首先出現於1960年代的美國，其後由於美國高等教育市場競爭日趨激烈，因此這種管理策略更是被大量地運用。為了從美國大學校院的發展經驗中擷取可供參考的入學管理策略，以做為逐漸面臨到激烈市場競爭的我國大學校院之參考，本文首先對於美國大學校院入學管理的定義與演進進行深入探究。第二，對於入學管理的理論基礎進行探究。第三，針對美國馬斯琴根學院、奧立崗州立大學、密蘇里大學的成功經驗進行探究。最後，透過理論與實務的分析討論，歸納出可供參考的入學管理策略。

Enrollment management is a strategy to enhance enrollment and retention for universities and colleges. The strategy first appeared in the United States in 1960s. Afterward， it became popular and was applied by many universities and colleges because the higher education in the United States was highly competitive.This study aimed to gather the experience of enrollment management from universities in the United States. This study focused on four elements: 1) the definition and the development of enrollment manage-ment， 2) the theory of enrollment management， 3) the successful experi-ence from Muskin-gum college， University of Missouri and Oregon State University， and 4) the discussion based on the analysis of theory and practices of enrollment management. The resulting information should be helpful for the improvement of enrollment management for Taiwan’s universities.