| Summary: | 碩士 === 國立中正大學 === 成人及繼續教育研究所 === 89 === The purpose of this study is to understand the Marketing Strategy of each graduate school in Taiwan on its programs for people who are pursuing graduate degree while still working. And provide some suggestions based on the results. The study use questionnaire survey. The questionnaires were made by the researcher. The survey used the sample based on the people who, while still working, attended graduate school in the fall semester of year 88 and 89. There were total of 132 samples. The analysis methods include chi-squared test, variance analysis, etc. The major conclusions are as the following:
·The Marketing Strategy
1.Targeted Marketing: Most people attending the class are people who work in government organization or people who work in service industry.
2.Marketing Segment Criteria: The most frequent use is Occupation. Second is Education Level. The last is Motivation.
3.The most frequent use of advertising is through the Internet by posting the relevant information on the school web sites, or send the posters to people who will be interested. Email and friends’ recommendation are also popular ways.
4.The graduate programs for people who are still working offer them the service with good facilities and beautiful school campus.
·The main reason that affects the development of the marketing strategy is lack of awareness of the importance of this market. Besides, lack of a special group of people who can be full time workers in charge of this job and lack of marketing budget are also the reasons.
Based on the conclusions, we purpose some suggestions:
1.Find out the proper criteria for marketing segment so that the resource can be used effectively.
2.Chose the right target market.
3.Use various ways to advertise with combinations of multiple marketing channels.
4.Provide good facilities with value added service.
5.Organize the marketing strategy of the school in every aspect
üEducate the marketing concept to everyone at school.
üIdentify the core value of the school.
üUnderstand the demand and characteristic of the market and the consumers’ attitude.
üApply the integration concept with suitable marketing strategy.
üOrganizational evaluation.
The Suggestions to the researcher:
1.Survey Target: School leaders, students, alumni, family of the student, etc.
2.Research Methodology: Choose a school with high evaluation and try to do more detail study on it.
3.Research Topic: Focus on marketing product and price strategy.
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