| Summary: | 碩士 === 中華大學 === 科技管理學系(所) === 95 === Due to low birth rate and setting up many new senior high schools and senior vocational schools, now the rate of entering a higher school for junior high school graduates has been risen up to 130%, For senior high schools and vocational schools, they will face a new challenge about how to enroll enough new students when Taiwan join World Trade Organization, our government permits that schools was set up by foreigners, and Ministry of Education opens multiple channels to enter a higher school and other important educational policies. Therefore, this research chooses four public high school and private high schools in Central Taiwan to discuss the effect of marketing activity on the enrollment performance of the school by the case-study methods of interviewing, documents and files analysis. As a result, this research finds out: the more actively the school engaged in the marketing activities by the core concept of market-inclined and coordinated with the integrated marketing of the school, the higher rate of loyalty and satisfaction the internal and external customers had for the school, the easier the school achieved the goal of the organization, and the better enrollment performance the school had.
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