| Summary: | 碩士 === 臺北市立教育大學 === 體育學系碩士班 === 97 === The purpose of this research is to understand the current population in Tae kwondo clubs, to find out how the students’ different background affects their opinion of the marketing strategies and their satisfaction extent with the teaching, and to explore the correlation between, and the predicted situation of, the marketing strategies and the factors of satisfaction extent with the teaching. The research sample comprises the students, aged between 9 and 19, learning Tae kwondo at the 8 clubs registered under the Taekwondo Commissions, Sports Affairs Council, Tao-yuan City.
During July 1, 2008 to July 8, 2008, this research applied the questionnaire survey to the students attending the course at the Tae Kwon Do clubs. Totally 420 copies of the questionnaire are handed out, and 407 copies, among which 394 copies are effective, are returned. After analysing with Descriptive Statistics, Independent-Sample T-Test, One-Way ANOVA, Scheffe Method, Pearson Product-Moment Correlation, and Multiple Regression Analysis, etc., this research obtains the following results:
1. In terms of the marketing strategies and factors of satisfaction extent
with the teaching, Students who are different genders and have learn Taekwondo for different time lengths do not cause significant difference.
2. Among the students of different classes, about the marketing strategies
and “Relationship with Classmates”, the factor of the satisfaction extent with the teaching, students of the evening classes have a higher opinion compared with those of afternoon classes.
3. Among the students of different ages, about the marketing strategies,
Students aged between 13 and 15 have a higher opinion compared with the students aged between 9 and 12 as well as the students aged between 16 and 18. About “Relationship with Classmates”, the factor of the satisfaction extent, students aged between 13 and 15 have a higher opinion compared with the students aged between 9 and 12.
4. Among the students of different levels, about “Promotion” and “Price”,
The factors of the marketing strategies, students of Level 2 have a higher opinion compared with the students of Level 0. About “Channel”, students of Level 2 have a higher opinion compared with the students of Level 2~1. There is no significant difference in all the factors of satisfaction extent with the teaching.
5. Among the students who have different sources of information, about
all the factors of marketing strategies, students whose information comes from handbills and internet have a higher opinion compared with the students whose information is from family members. About “Promotion”, students whose information is from internet have a higher opinion compared with the students whose information comes from schools. About the “Product”, students whose information is from fascias have a higher opinion than those whose information is from family members. About “Channel”, students whose information is from handbills and internet have a higher opinion than those whose information is from schools. About “Quality of Teaching”, the factor of satisfaction extent with the teaching, students whose information is from handbills have a higher opinion compared with those whose information is from family members. About “Course Arrangement”, students whose information is from handbills have a higher opinion than those whose information is from schools, and students whose information is from fascias have a higher opinion than those whose information is from family members and schools.
6. Among the students whose parents have different jobs, about “Product”, “Price”, and “Channel”, the factors of the marketing strategies, students whose parents work as freelancers have a higher opinion than the students whose parents work in the service industry. About “Price” and “Channel”, students whose parents work as freelancers have a higher opinion than those whose parents work as Military, Civil, and Teaching Staffs. About ”Course Arrangement”, the factor of the satisfaction extent with the teaching, students whose parents work as freelancers have a higher opinion than those whose parents work in the service industry.
7. Among the students who have respectively different frequency of practice every week, about the factors of marketing strategies, students who practise 1 and 3 times a week have a higher opinion than those who practise 4 and 5 times a week, and students who practise 2 times a week have a higher opinion than those who practise 3, 4, and 5 times a week. About the factors of the satisfaction extent with the teaching, students who practise 2 and 3 times a week have a higher opinion than those who practise 4 and 5 times a week. About “Quality of Teaching”, “Course Arrangement”, “Relationship with Classmates”, and “Self-affirmation”, students who practise once a week have a higher opinion than those who practise 4 and 5 times a week. About the “Facilities”, students who practise once a week have a higher opinion than students who practise 5 times a week.
Keywords: marketing strategies, satisfaction extent with the teaching, Taekwondo students
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