我國高等技職校院行銷管理模式之建構

A Study on the onstructing Marketing Model of the Higher Technology and Vocational Education in Taiwan

我國高等技職校院在少子女化以及大專校院數量過於飽和之衝擊下，招生預計日趨面臨嚴峻的挑戰。在生源減少之情況下，校際招生勢必出現相互排擠與拉扯的效應。故本文採用文獻分析法，以行銷理論作為分析架構為理論依據，以Kotler與Keller的全面行銷理論之「內部行銷」、「整合行銷」、「關係行銷」、「社會責任行銷」四個關鍵因素為思考中心，試圖提出有利於我國高等技職校院未來發展之行銷管理模式，供我國高等技職校院實際運作及規劃校務發展參考。

Due to the impact of the lower birth rate phenomenon， the higher technological and vocational education in Taiwan will face intense competition. This study is attempted to construct a theoretical marketing management framework of higher technological and vocational education in Taiwan based on Kotler’s holistic marketing model. Literature analysis was used to provide guidelines for implementation. For the development of marketing management strategy， this studyfocused on the Kotler & Keller’s theory of four factors， including (l) internal marketing， (2) integrated marketing， (3) relationship marketing， and (4) societal marketing.