科技大學形象資產管理與招生策略應用之研究   免費試閱

A Study of Managing Image Asset and Recruitment Strategy Application in Universities of Science and Technology

本研究旨在探討科技大學的學校形象資產管理及其在招生策略的意義。藉由問卷調查與層級分析法進行資料蒐集與分析，以全國科技大學中32位管理經營者及學校招生、公關人員為研究對象，比較學校的管理經營者與公關人員對於學校品牌形象在招生策略上的認知差異性。結果顯示，科技大學的經營管理者及學校公關人員均認為招生策略應加強規劃「校名形象資產管理」與「消費者形象資產管理」。經營管理者重視「校名形象資產管理」， 而公關人員則較重視「消費者形象資產管理」；其次，在向度整體排序的前四項分別為「品牌形象」、「品牌知名度」、「學生滿意度」及「校友忠誠度」。本研究建議科技大學需要善用與累積學校形象資產管理，以有效提升招生績效。

This study aims to investigate the meaning of school image of the University of Science and Technology, and its asset management as well as its strategy of recruiting student. Analytic Hierarchy Process (AHP) and questionnaire survey were used to collect and analyze the data. There are 32 participants in this study including administrative staffs, managers, and persons who charge public relations in the universities of science and technology. Questionnaires were sent to the participants to collect the data related to how school image and its asset management affect its student recruitment and enrollment. The perception gap of school image and different strategies for student recruiting between school administrators and public relations were compared. This study found that both managers, supervisors and public relations all recognized that they should reinforce and planning—school image asset management and the asset management among the consumers in their recruiting strategy. However, the manager and supervisors of university may emphasize school image asset management while the recruiters and public relations may emphasize the asset management among the consumers. The school managers and supervisors as well as recruiters also identify differently form the school image, the publicity of school image, satisfaction among students, and the loyalty among alumni. This study suggests that the universities of science and technology need to enhance how to manage and accumulate their school image asset in order to promote enrollment and improve their recruitment.