| Summary: | 碩士 === 國立高雄師範大學 === 教育學系 === 91 === This study aims at discussing the discrepancy of recognition and practical operation of marketing strategy, specifically referring to the recognition of educators working in the middle schools of Kaohsiung City with different backgrounds on school marketing systems & current status, as well as individual importance in the strategy, demand measures and constraints of the system, etc. in all through the collection and analysis of related documents. The questionnaire survey method has been mainly applied to 830 people who work as educators in public and private middle schools in Kaohsiung, including principals, directors, team leaders and teachers, with the assistance of a self-compiled Questionnaire on Marketing Strategy of Middle Schools in Kaohsiung. Documents obtained in the investigation have been analyzed and sorted out by means of frequency distribution, percentage calculation, sequencing, t-test, dependant sample ANOVA, one-way ANOVA, Scheffe’ method, etc., which are ultimately concluded so as to propose the recommendations for improvement.
1.Through analysis of the related documents as well as results
of the questionnaire, the conclusions of this research are as
follows:
1.1Integration and efficient utilization of manual and material
resources in the school marketing strategy will help achieve
the educational goal.
1.2Management of the school marketing strategy should be in
accordance with the characteristics of the school staff.
1.3The current marketing strategy in the middle schools in
Kaohsiung emphasizes on conveying the outstanding acts of
the educational activities and contests that it holds or
participates in.
1.4Motivating the marketing administrative work with advanced
planning can increase the efficiency in establishing
schools.
1.5The crucial succeeding element of the marketing system is to
promote satisfaction and support of the student’s parents
as well as members of the community so as to recruit more
students.
1.6Increasing the coherence and centripetal force of parents
to the school is a very good method in marketing promotion.
1.7The actual situation of the marketing promotion in the
school is not as positive as the attitudes of the staff, so
the utilizing of marketing strategy is suitable for further
promotion in middle schools.
1.8Enhancing the internal marketing of the schools can improve
the general marketing efficacy.
1.9Marketing helps to promote achievements in performance in
addition to boosting the efficacy and extensive virtues of
the school.
1.10Executing a marketing method that emphasizes on the image
boosting of parents and the community can bring in more
support and collaboration.
1.11The essential requirements of the school marketing
strategy are supported by staff, community relations and
the general marketing method.
1.12The current difficulties in the implementation of
marketing strategy are the lack of marketing mechanism,
marketing personnel and resources, and marketing
techniques.
2.Recommendations proposed by researchers are as follows:
2.1Recommendations for educational units in charge
2.1.1To guide and promote the governmental policies on
ducation by specific measures;
2.1.2To counsel implementation of marketing strategy and
stablish a training system for aspiring marketing talents
in school;
2.1.3To hold and encourage creative educational marketing
activities so as to reveal local educational
characteristics.
2.1.4To give more freedom to the school personnel and loosen
up on the usage of the budget to make the natural
management of school marketing possible.
2.2Recommendations for schools
2.2.1To evaluate and analyze the situations of internal
resources and external competition environment,
establish the overall layout, and execute natural
management as well as develop characteristic teaching;
2.2.2To reinforce the managing system so as to set up
favorable images with high-quality education, and
improve customer satisfaction and competitiveness of the
school;
2.2.3To strengthen internal marketing functions, expand staff
participation in school affairs and give rewards for
excellent performance;
2.2.4To develop problem-oriented educational practice,
achieve common recognition of internal marketing system
and integrate promoting functions;
2.2.5To establish the school marketing mechanism so as to
adapt to demands of customers and grasp appropriate
opportunities;
2.2.6To promote marketing activities and improve teaching
qualities, so as to promote understanding,
identification and support towards the school from
various circles;
2.2.7To impel motivation of school marketing, emphasizing on
feasible schemes, high-quality products, staff with
positive attitudes, direct extension, rational prices,
outstanding images, and satisfactory performances.
Key words: Public/private School, Educators, School Marketing,
Educational Marketing, Marketing Strategy
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