| Summary: | 碩士 === 玄奘大學 === 公共事務管理學系碩士班 === 94 === The Behavior of Students’ Choosing Schools in the New Foundation University
Student：Huang Chiung-Ting Adviser：Lin BO-Wen
Hsuan Chuang University Department of Public Affairs Management Master
Abstract
The number of high school freshman decreases every year, and university face more and more difficult to recruit students. Marketization and internationalization affect New Foundation University best. The purposes of this study are to understand：
First, the evaluative criteria of freshmen selecting to fill out future intentions and determination.
Second, the evaluative criteria influence students’ the final decisions.
Third, the evaluative criteria influence schools’ marketing strategies.
Fourth, Offering the reference direction of recruitment strategies in the New Foundation University.
The research findings：
First, the behavior of studentas’ choosing schools are deeply influenced by parents and high school teachers.
Second, there are four major constructs - Learning orientation , Job orientation , life orientation ,and Reputation orientation- influencing students’ choosing schools.
The research suggestions:
First, Strengthening the intra department infrastructure in the school, improvement of teacher's quality ,and developing unique department.
Second,there are two marketing channel suggestions as follow:
(1) Channel marketing：Strengthening meetings in the high schools, paying attention to school alumnus' going back to the school to propagate, strengthening reports of the newspapers and magazines, offering information of the network, and Inviting the famous entrepreneurs to arrive school to lecture.
（2）Experiential marketing: The garden fete combining with the nearby high schools, holding the summer camp activity in the summer vacation, and expanding the special activity of the schools.
Key Word：Non-Profit Organization, Marketing, Consumer Decision Process, Segment marketing.
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