| Summary: | 碩士 === 中華大學 === 經營管理研究所 === 93 === Abstract
Due to the Taiwan education policies changed rapidly and recent join WTO as a member, Taiwan educational market become more competitive than ever. In order to maintain college’s operation capacity, every Taiwanese Vocational College has investing a large number of resources on its marketing campaign spending. However, to know what student (consumer) wants and needs as well as their priority on choose their colleges become essential issue for Vocational College’s to design their marketing strategies.
The objective of this research was to investigate the major factors for choose Vocational College from Taiwanese Vocational High School students, and to identify any differences for choose Vocational College among Taiwanese Vocational High School students in terms of gender, region, day/night section and course.
The conclusions to be drawn from the study as following:
(1)Learning related issue is the most important factor of choose Vocational College from Taiwanese Vocational High School students.
(2)Tuition fee deduct policy, convenience in transportation around the school region, facilitated classroom and school’s prestige in the industry are also other important factors for choose Vocational College from Taiwanese Vocational High School students.
(3)There is significant difference in the mean scores of ‘learning oriented’ between two different genders.
(4)There are significant difference in the mean scores of ‘economy oriented’, ‘learning oriented’ and ‘prestige oriented’ between day and night section students.
(5)There are significant difference in the mean scores of ‘learning oriented’ and ‘prestige oriented’ between different region students.
(6)There is significant difference in the mean scores of ‘economy oriented’ between different course students.
Key words:Consumer Behavior, Education Marketing, Vocational College.
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