| Summary: | 碩士 === 國立中山大學 === 人力資源管理研究所 === 90 === Abstract
The origin of Human Resource is education. In terms of marketing, the purpose of this study is to understand the main sources of information and influence as well as the priority of factors on the future intentions and determinations of junior high school students in the target market. Besides, Discussed and understood by way of Market Segmentation Analysis Technology, various sorts of students’ characteristics affect on the recruitment on senior high and vocational high school students. Followed by the above analyses, there are some suggestions are concluded to the options of goals, the main focus of strategies and the plan of related activities on student recruitment, ought to think how to develop their own characteristics.
Through the analyses of Market Segmentation, the priority of school types, the sources of information and influence, the outcomes are concluded to suggest the goals to recruit senior high school students will be focused on students which are Cluster 3 (ideal-approached), Cluster 1 (career-approached), living in the neighborhood of business areas, and whose the educational levels of parents are ranged above college; moreover, the grades of students are ranged within top 10 will have the priorities. As to the deliveries of information, family or relatives will be the first and best choice. Then, by way of the DM of senior high and vocational high schools, teachers and classmates will be in junior high school. Except for students themselves, those who are influential will be mother, and then father will comes after mother. Meanwhile, it is important to emphasize consultancy on future career, the distance from school, the peer quality, the ranges of Joint Entrance Exams for years and the faculty.
The goals to recruit vocational high school students will be as follows: students who belong to Cluster 1, Cluster 3, who live in industrial or port areas, whose parents only received education below junior high school with mid-low payment and the students will be ranged after 21 in their class. As to the deliveries of information, family or relatives will be the first and best choice. Then, by way of the DM of senior high/vocational high schools, teachers and classmates in junior high school. Except for students themselves, those who are influential will be mother, father and then classmates. Meanwhile, it is important to emphasize consultancy on future career (consultancy on further study), the distance from school, the convenience of living, the ranges of Joint Entrance Exams for years and the percentages of further study to gradated students.
The goals to recruit complex type of senior high school students will be as follows: students who live in industrial or port areas, whose parents finished senior/vocational high school education with mid-low payment and the students will be ranged within 11 to 20 in their class. As to the deliveries of information, family or relatives will be the first and best choice. Then, by way of the DM of senior high/vocational high schools, teachers from senior/vocational high schools, their own junior high school teachers. Except for students themselves, those who are influential will be mother, and then father will comes after mother. Meanwhile, it is important to emphasize consultancy on future career, the distance from school, the peer quality, the ranges of Joint Entrance Exams for years.
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