| Summary: | 碩士 === 國立臺北科技大學 === 技術及職業教育研究所 === 89 === Public vocational high schools, because of the reputation, social image and inexpensive tuition, used to attract enough number of quality students before. However, facing the ever-increasing competition from other schools, public vocational high school might no longer be able to attract enough number of students in the future if their recruitment strategy remained unchanged. Today in the "buyer''''''''s market" good school operation system will make no sense if losing the market focus. Only proactively applying marketing strategy to promote the vision and distinguished features, to maintain high quality administration and to have an aggressive recruiting plan can the school survive and finally come to the fore among the crowd.
This study analyzed the student recruitment models of Taipei Municipal Senior Vocational Schools from the standpoint of marketing strategy and proposed a feasible student recruitment plan. The methods were based on the analysis on "Background", "Marketing niche", "Marketing organization", "Marketing human resources" and "Marketing strategy" to approach different marketing strategies used for various factors and to find out the most valuable factors in organization, human resource, marketing niche for different marketing strategies. Then the author tried to propose an ideal marketing plan for student recruitment.
To achieve the goal, this study sent out questionnaire to the teachers in seven Taipei Municipal Senior Vocational Schools. With 98 qualified returned questionnaires using simple statistics analysis (numbers, percentage, average, standard deviation and analysis of variance), the following conclusions were made:
1.Marketing organization factors: to train good recruiting staff, to routinely communicate with other schools in recruitment and to arrange marketing courses for recruiting staffs were the top three issues.
2.Marketing human resource factors: well experiences and qualifications, comprehension of the recruitment operation, better communication skill and the enthusiasm for student recruitment, were the four most highly noticed criteria.
3.Marketing niche factors: advanced teaching facilities, clear educational goal, inexpensive tuition, convenient transportation and good teaching quality were most valuable.
4.Marketing strategies: the top three activities were promotional campaign to junior high schools, participating public recruiting exposition and guided tour to the schools.
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