A Study on The Key Factors of Marketing of Private University in Empirical Higher Education System.

• Main Authors: Yu-yan Sun, 孫玉燕
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/79770896465815510848

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 100 === Because of low birth rate and insufficient for resources, manage of higher education shift from non-profic to profit gradually. In this study, sum up higher education marketing factors to explore the key factors about the strategy of management and communication of higher education marketing. By the integration of higher education marketing literature contains factors and classified as management strategies and communication strategies, and added the U.S. higher education marketing success stories and to view its applicability. Study found that in the strategy of management, segmentation kept the focus on the key high schools and the news. Quantitative and qualitative methods were combined in choicing target market. To establish channels of interaction with stakeholders after position the market. According to SWOT analysis, the advantages and opportunities of university due to the existing environment happended, weaknesses and threats had to count on government forces to solve. The executive team recommended that hold the permanent organization and excutive should have diverse abilities. In the strategy of communication, the priority was the same between the in-school-stakeholder and potential stakeholders. The public relations still has the effectiveness of advocacy, the effect of advertising limited to budget. Focus on personal communications work good effect with key high schools, direct sale is not significant,and the camp of communication support could create positive word of mouth.In the U.S. case study, because their vantage do not suit to the existing system of higher education in Taiwan. All the key factors can compose of the cyecle of higher education marketing, then extened from the cyecle, it will need specific key abilities when excusive the higher education marketing cyecle.