| Summary: | 碩士 === 國立彰化師範大學 === 工業教育學系 === 92 === ABSTRACT
The purpose of this study was to investigate the marketing strategies of Taiwan vocational high schools, and also to survey the important persons who have strong influence on vocational high school’s selection of 9th grade students.
A questionnaire designed in this study was used as major tool. The sample subjects included 731 of principals, division heads and teachers, 2,284 vocational high students. Frequency, t-test, and one-way ANOVA were used as statistical methods for data analysis. Major findings were as follows:
1. The marketing strategies concerning product, price, promotion, distribution, and personnel was important for vocational high schools.
2. Educators who were male, older and with administrative roles were more positive on school marketing activities.
3. Public vocational high schools were better at product and personnel strategies whereas private vocational high schools were better at promotion strategies. Kaoshiung City performed better in distribution strategy and Taipei City performed better in personnel strategy.
4. Students who were females, home economic majors and agricultural majors perceived school marketing was important. Either public or private vocational high school students valued promotion strategies the highest.
5. Above 70% of junior high school students responded that they themselves chose vocational high schools to study. The second influential persons were classmates and friends. Parents were sometimes play important roles.
6. There was a gap on the perception on the implementation of marketing strategies between the educators and students of vocational high schools.
7. The marketing strategies were different in four cells of management opportunity grid.
8. The marketing strategies developed by this study could be applied in vocational high schools.
9. School administrative leaders should integrate resources and manpower through internal marketing as well as external marketing.
The suggestions based on the above findings were:
1. The provision of systematic career exploration activities for junior high school students and relevant information for their parents should be allied with school marketing.
2. The vocational high schools should put the limited resources in those marketing activities that perceived important but dissatisfied.
3. The individual school could create its own management opportunity grid as its comparative advantage.
Future research could advance our understanding about the school marketing strategies that perceived important/dissatisfied and unimportant/satisfied through depth interview of students and educators.
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