A Study on the Relationship among Impact of Declining Birth Rates, School Marketing and School Brand:Examples of Elementary School in Southern Taoyuan

• Main Authors: Li-Mei Hu, 胡麗美
• Other Authors: Juin-Cherng Lu, Ph. D.
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/18749306724773987125

碩士 === 國立臺北教育大學 === 教育經營與管理學系 === 99 === Because of the trend of declining birth rate, local government in Taiwan began to reduce classes and merge schools in primary and secondary schools over the past decade. This situation encouraged the pursuit of establishment of the school's brand. And due to the competition of the education markets, school marketing became the most important strategy to build the school brand. Therefore, the relationship school management in the declining birth rate era, the development of school marketing strategies, and the school brand building will become an important research topic. This study aimed to explore the relationship among impact of declining birth rate, school marketing and school brand in southern Taoyuan elementary schools, and to further explore the school marketing practices as an mediating effect. The questionnaire survey developed by the researcher was used to gather the required information. And the survey data were analyzed by descriptive statistics, reliability analysis, Pearson’s correlation analysis and regression analysis.Through statistical analysis, the findings of this study are as follows: 1.The declining birthrate has a significant and positive influence on school marketing. 2.School marketing has a significant and positive influence on school brand. 3.The declining birth rate has a significant and positive influence on school brand. 4.The declining birth rate has a significant and positive influence on school brand through school marketing. According to results of the study, the conclusions of this research are summarized as follow: 1.Under the impact of declining birth rate, school management generally focus on school brand building. 2.The school brand building and school marketing are closely related, and can not be apart. 3.Parents have payed more and more attention to school marketing and schools brand building. 4.Concerning the factors influence school brand, the school outcome promotion has played a important role. In the end of the study, we propose some implications for education authorities, school administrations and future researchers.