| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 97 === Facing the impacts of market transformation, low birthrate and transition of the educational system, the Private Higher Technical and Vocational Education needs to innovate and to establish the marketing strategies for sustainable operation. Meanwhile, the educational institutions need to recognize the students as customers and to develop marketing strategies based on the students’ needs and values.
Architecture integrating with interior design has become an oncoming market and industry followed the environmental transition and human life quality. The education of architecture and engineering has progressively transformed into the concept of interior and spatial design, and the source of students for architecture of higher technical and vocational education has been oriented to the fields of commercial design and industrial design. This study was to establish the marketing strategies focused on a case of Department of Architecture and Interior Design in ChengShiu University. The research procedure of this study following by the Porter and SWOT analysis including：1) establishing the 3 main principles including the school’s “branding”, department’s “products and service”, “vision supply” based on literature and document review；2) scholar and expert opinion survey by the ways of unstructured-direct interviews to establish 18 strategies；3) ranking the strategies by the ways of sampling questionnaire.
After the statistics and analysis of 335 responding questionnaires by SPSS for Windows 10, the students generally had higher effect on the principle of “vision supply” including the strategies “creating the opportunities of jobs and advance study”, “alliance with industry（supplying part-time and practical training）” and “ counseling for professional certification and national examination”. They had lower effect on the principle of school “branding”. The marketing strategies via this approach would be focused on the ways of vision planning, employment, curriculum and faculty to meet the students’（customers’） needs and to create their values. Therefore, the motive for sustainable operation of the department of architecture and interior design is to establish unique “products” and “services” based on the students’ need and to create the vision for students.
|
|---|
