| Summary: | 碩士 === 國立臺中教育大學 === 教育學系 === 97 === The aim of this study is to construct a set of school marketing indexes suitable for Taichung City’s national elementary schools through a systematic index construction method for the purpose of providing Taichung City’s national elementary schools a reference to carry out school marketing.
In order to achieve the above goal, this study uses literature discussion and Delphi Technique as the main research methods. It has firstly discussed on school marketing related literatures of national elementary schools, and after going through an analysis and generalization, to construct the preliminary school marketing indexes suitable for Taichung City’s national elementary schools to serve as a research foundation. Based on this, I have compiled the Delphi Technique research tool, i.e., a first questionnaire survey on “School Marketing Indexes for Taichung City’s National Elementary Schools”.
Next, through the implementation process of Delphi Technique, I have consulted 15 Delphi Technique team members on the important level judgment and suggestion of “School Marketing Indexes for “Taichung City’s National Elementary Schools”, and have progressively sought a mutual recognition. I have implemented Delphi Technique questionnaire survey for a total of three times. In exception for the first time, the other two have provided me with statistical results and suggestions for the preceding questionnaires, and helped me to compile and give it to the advisory committee as a reference.
From the above research process, I have constructed a set of “School Marketing Indexes for Taichung City’s Elementary Schools”, of which is divided into three directions of “external marketing”, “internal marketing” and “interactive marketing”. The external marketing direction covers four stratifications of “product strategy”, “promotion strategy”, “price strategy” and “channel strategy” with a total of 28 indexes. The internal marketing direction covers five stratifications of “communication strategy”, “encouragement strategy”, “training strategy”, “authorization strategy” and “environmental strategy” with a total of 25 indexes. The interactive marketing direction covers two stratifications of “internal-external strategy” and “external-internal strategy” with a total of 10 indexes. In all, I have established 63 indexes.
Finally, according to the above research findings, I have proposed a specific proposal for the competent authority of Educational Administration Departments in Taichung City and other counties and cities, national elementary schools in Taichung and follow-up research to use it as a reference.
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