A Study on the Application of Marketing Theory to the Junior High schools of Taoyuan County.

• Main Authors: LIEN,CHUNG-MENG, 連崇盟
• Other Authors: LAI,TING-ZHANG
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/05827274045707009069

碩士 === 玄奘大學 === 國際企業學系碩士班 === 96 === This paper aims to establish a method of managing Junior High schools at the Taoyuan county based on the theory of modern marking. We seek to understand the influence of less children in a family to the method of management, application of marketing strategy by a junior hight school. We would like to find out how to develop the specialty, superiority, excellence, with the application of marketing theory to promote the competitiveness of the school. This study was conducted by reviewing literatures, and distributing questionnaires, for getting deep and broad information in order to achieve reliable research results. The findings are: (1)A school needs a plan to promote its teaching performance (2)A school is still looking upon the promotion of academic performance. The development is unbalanced. (3)Being aggressive to earn the agreement and cohesion from customers is the key to the marketing success. (4) Marketing strategy is suitable to junior high schools; however, the results of marketing are not as good as acknowledgement. (5) The strategy should combine traditional marketing and be active in community services. (6) Marketing strategy will promote the school’s effectiveness and supplementary values. (7) Internal and external marketing are both important. (8) Each school has the special office for marketing. However, utilization of the personnel is not optimal. (9) There is no specific budget for school marketing. The execution of the plan is difficult to carry out. (10) The education of school marketing needs to be improved. Last, we analyzed the articles based on the theory, and used the acquired research information for data analysis and concluding results. We also made recommendations to the administrative departments or decision makers for practical actions.