Research on Education Governance--- Policy Marketing Analysis of the “Textbook Open-up Policy”

• Main Authors: Chen Jing-Yi, 陳靜宜
• Other Authors: 王嵩音
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/90987694263183050845

碩士 === 國立中正大學 === 政治學所 === 94 === The Program of the Education Reform brought the concepts of “market competition” and “customer orientation” into the territory of education while facing the transformation of the new era, with the purpose of bringing out strategies much emphasized in pluralism and flexibility so as to cope with the new era education. The entire education market hence has tended to free competition, and the newly introduced “Grade 1-9 Integrated Curriculum” policy since replaced traditional rigid education system, obviously leading a divergent countenance and connotation to education. The traditional top-down decision making process is converting to diverse management. Such gradual evolution is similar to the transit from conventional Public Administration to the governance accentuated Neo Public Administration that aspires to better policies nowadays. The dissertation aimed to combine the process of the “textbook open-up policy” with the perspective of Neo Public Administration, and further studied the so-called “Governance Model of Education Policy”. Today, as the economic environment changes and the predominance of public opinion is escalating, public sector begins perceiving that the governance of education policy and the marketing of policy is indispensable to achieve the objects of policies. Likewise, to fulfill each segment of policy marketing is essential to carry out the ideal of governance. Through brought the concept of education governance into the textbook open-up policy, the dissertation analyzed the policy via the perception of policy marketing. How to extend the concept of marketing to the domain of education is one of the key points. Generally speaking, the primary objective of the research is to probe into the history of textbook diversification, and analyze the factors within and without the structure of policy network which involving interested parties. Moreover, the author attempted to figure out whether the concept of policy marketing that the business sector advocates also applicable to the education policies from public sector, and to dissect what plights have been confronted during the implement. Last but not least, the dissertation seek to recognize and study further the problems occurred to the textbook open-up policy in the 94th academic year by ways of documentary analysis and in-depth interview. Based on the perspective of education governance, the author evaluated and criticized the policy from the concept of policy marketing, suggested to the policy and conclude the research in the end.