| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 94 === Faced with the pressure of competition and reformation of education in public schools, private schools facing difficult plight in recruit students, although they have different reasons, most private schools use poor marketing strategy to enhance the competitiveness of the schools are indisputable fact. This paper takes a case as private schools in Kaohsiung city to discuss the relativity of schools marketing strategy and recruit performance and offer some references for the research of private schools layout in future.
The research of this paper is focused on the problems of private schools marketing; because of the occupational schools have lots of sections, so the selection of samples use the fashion of conception, this paper selected the teachers, students and paterfamilias as the objects of this research. This paper studies a total of 1800 questionnaires were issued, recovering valid questionnaires 817 shares and the rate of return was 45.39%, thereinto, students questionnaires were 600 shares, 457 shares valid questionnaires were recovered and the rate of return was 76.17%, paterfamilias questionnaire were 600 shares, 157 shares valid questionnaires were recovered and the rate of return was 26.17%, teachers questionnaire were 600 shares , 203 shares valid questionnaires were recovered and the rate of return was 33.83%.
Based on the research, this paper got some conclusions, the conclusions following are:
(1)The mixed strategies of marketing of this research are the important lay in the marketing of private schools;
(2) According to this study found that the various marketing strategies has its main marketing projects;
(3) "Access planning" is the most important content projects of the status of private schools marketing attitude, "equipment strategy" is the most important projects of the cognitive degree of private schools marketing strategies;
(4) Through the analysis of questionnaires of teachers, students and paterfamilias, it knows that the vast majority of teachers’ score higher than parents and students, it means the teachers on the status of the marketing approach for the best;
(5) Different identity variables exists significant differences in different lays;
(6)The study finds students more attractive marketing attitudes, school enrolment more effective performance, paterfamilias marketing attitude better, the marketing strategy for schools to focus on the image of the strategy, teachers marketing attitude more better, more awareness for schools’ marketing.
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