| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 96 === Because a large number of internal universities of applied sciences expland in 1996-2006. But the trend towards fewer children influence,our country population structure change,as the condition of elementary education recruit insufficiently gradually expland higher education,and our country join World Trade Organization to open internal education market that operate the trend towards national,in the keen competition of future education market,the school runs difficultly,School Marketing will be a weight-bearing point in the future.How does let student get the ability? The school must think when it make the strategy. For this reason,the research explores after the school education,is it to fit with the students holp and will they have super ability in the future?It is the research’s motivation.
This research is to explore the relationship among the Strategy Of School Marketing、students’ Learning Motivation and Core Competence,and use as the mediating effects of Internal Marketing can influence students’ Learning Motivation.an object is university of applied sciences’students who will graduate from the school.
This research uses convenient sampling. The methodology of this research adopts Descriptive statistics, Item ,Reliability, Confirmatory factor analysis and SEMs as main analytical tools and SPSS 12.0 and AMOS 6.0 as analytical soft wares.
Results showed that External Marketing has non influence on students’ Learning Motivation and Core Competence.Internal Marketing has a negative influence on students’ Learning Motivation and Core Competence.The mediating effects of Internal Marketing can positively influence students’ Learning Motivation and Core Competence.Finally External Marketing has a negative influence on Internal Marketing.As a result it is suggested that the school gets Marketing Strategy moving.First,to heave the quality of teacheing.Second ,help teachers to rear planing and promoting,The school must make whole planning and promotion about teachers in order to promote professed capability.Third,plenty of equipment to expand,the school have large equipments in order to give students perfect learn process studying.
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