高中職學校教育人員對學校行銷策略認知及其運作之研究

Research on the Perception and Operation of School Marketing Strategies for Educational Personnel in Senior and Vocational High Schools

本研究旨在探討桃園縣高中職學校行銷制度及現況、學校教育人員對行銷策略認知與運作情形、執行學校行銷之困境。本研究之有效樣本數為445人，回收率為75.4％；本研究利用問卷調查法，透過統計分析，得出研究結果如下：（一）桃園縣高中職教育人員，對於學校行銷單位編制不甚瞭解，且各校大都未設置負責行銷工作之專責單位。（二）推展學校行銷的最主要內容為營造良好的學習環境及教學設施特色。（三）學校教育人員普遍肯定學校行銷策略的重要性。（四）學校行銷策略層面的重要性認知與實際運作看法之間有明顯的落差，其中以產品策略落差最大。（五）在執行行銷策略上，遭遇的主要困境為缺乏專責單位的運作機制或專業的行銷人員、行政人員業務繁雜無暇兼顧策劃推動行銷活動，以及缺乏推展學校行銷之經費。

The purpose of this study was to examine the marketing system and current conditions in senior and vocational high schools in Taoyuan County， the importance of the marketing strategies and its actual operation， and the schools’ difficulties in putting the marketing strategies into practice. Testing was conducted with the sampling of 445 subjects， and 75.4% of the questionnaires were returned. With the questionnaire as the research method， the data were subsequently analyzed with statistical means. The conclusions are as follows: (1) The education personnel in senior and vocational high schools do not understand very well about the organization of the marketing department， so almost every school has not set up a marketing department. (2) The major content of promoting school marketing is to build a satisfactory learning environment with satisfying teaching facilities. (3) The education personnel generally understand and recognize the importance of the school marketing strategies. (4) There is a distinct difference between the understanding of the importance of the school marketing strategies and the actual operation， especially in “product strategy.” (5) The major difficulties in executing the marketing strategies are that “the schools lack professional marketing department or marketing personnel to take charge of the marketing affairs，” “teachers working in the administration department are occupied with their own school business and don’t have enough time to participate in promoting the school marketing activities，” and “the schools lack the budget to promote school marketing.”