| Summary: | 碩士 === 玄奘大學 === 企業管理學系碩士班 === 93 === In recent years, changes of government policies and the decrease of
birthrate have increased competition among higher education markets in
Taiwan. Consequently, image-build of universities has become an importance
issues. This study surveyed influencing decision-making of entrance
applications 916 people (students, staff of university and social adult) analysis,
descriptive statistics, T-test, one-way analysis of variance and two-way of
variance. This study find several detects：
1. .internal customers － － the staff and students of the six education
institutions have the same viewpoints for public schools, but private
schools didn’t.
2. external customers－－the social adult and others students have difference
views for school image.
3. there is the same views for internal customers and .external customers for
the greater part of school image, but Yuan Ze University not .
4. from the perceptual map, people almost have a nice image to public
schools.
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