| Summary: | 碩士 === 佛光大學 === 社會教育學研究所 === 97 === Education is an important policy for a country’s future. With diversification of the society, liberalization of the economy, democratization of the politics, globalization of the world and speeding of the technology, educationists will face more and more difficult challenges. Therefore, educational policy has to adjust itself to the time current. Schools are the educational frontlines to confront all the challenges. Great vision and capability are necessary to operate and manage schools. In the competitive social environment, educationists should think about how to convey the educational concepts and distinguishing features to the parents and the public people to get identification and support for the school’s goal and vision.
The questionnaire is used in this research to get relative data. The statistic analysis (t test, one-way analysis of variance, Pearson relative analysis, multiple regression analysis) and Importance-performance Analysis (IPA) are used to understand the parents’ and teachers’ degree of satisfaction and perception of importance to the school marketing strategies, and their school identity in one of the junior high schools in Yi-lan County. The conclusions are as followings.
1. Parents and teachers all have above-average degree of satisfaction toward school marketing strategy. As for parents of the elementary or junior high school students, the degree of their satisfaction toward school marketing strategy do not reveal any differences against the dependent variables, their specific backgrounds in this study. However, among teachers in elementary or junior high school, dependent variables, their various duties, bring obvious differences of the responses especially in the reaction of all the dimensions such as product strategy, promotion strategy, place strategy, people strategy and overall satisfaction degree.
2. Parents and teachers roughly have high cognition about the importance of school marketing strategy. They only have the above-average degree of satisfaction toward promotion strategy. However, among parents of the elementary or junior high school students, dependent variables are different genders and occupations. They bring large differences about the importance of school strategy marketing. As for teachers in elementary or junior high school, dependent variables are different duties. They dominantly arouse obvious differences of the importance toward school strategy marketing.
3. In the degree of school identity, parents and teachers have the highest positive degree of cognitive dimensions and the lowest degree of emotion dimensions. Among parents of the elementary or junior high school students, the dependent variables, different backgrounds, definitely result the obvious difference in the degree of school identity. As for teachers in elementary or junior high school, the dependent variables, different backgrounds, never dominantly bring any difference in the study of school identity.
4. All the dimensions and the degree of satisfaction in school marketing strategy have average or below-average positive reactions with those of school identity.
5. Parents and teachers’s degree of satisfaction toward school marketing strategy can efficiently predict the degree of school identity.
6. The IPA analysis of the whole samples from those parents and teachers has roughly matched their required strategic dimensions and reached the 45% percentage.
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