| Summary: | 碩士 === 國立臺北教育大學 === 教育經營與管理學系 === 99 === Abstract
The purpose of this study is to investigate the relationships among declining birth rates, school marketing and educational option of parents. At first, inquire into the relationship between the elementary school parents under the impact of declining birth rates and school marketing. And then, inquire into the relation of school marketing and educational option. Finally, inquire into the influences among the elementary school parents under the impact of declining birth rates, school marketing and educational option.
Questionnaire survey as a principal approach was used in this research. The research object adopts a random sampling and samples formal 460 parents of 4 public elementary schools in Keelung, among them, valid sample is 329 people, the rate which can be used is 72％. "Questionnaire of the elementary school parents and school marketing" was used in this survey. The questionnaires were analyzed through several statistical techniques, e.g. descriptive statistics, reliability analysis, validity analysis, Person analysis, t-test, Regression analysis.
After the empirical analysis, conclusions obtained are as follows:
For the Keelung elementary school parents:
1.The impact of declining birthrates has a significant and positive influence on school marketing.
2.The school marketing has a significant and positive influence on educational option.
3.The impact of declining birth rates has a significant and positive influence on educational option.
4.The school marketing has a significant and positive influence on the impact of declining birth rates and educational option.
This research suggests that the parents’ awareness of the declining birth rates facilitates the activities of teaching characteristic and brand popularity of school marketing; Active and good school marketing facilitates promoting the parents’ consciousness degree of the educational option; Under the impact of declining birth rates, it will also be helpful to promote the parents’ consciousness degree of the educational option by using the school marketing as the intermediary.
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