The Study of the Key Factors of Decision Making By Parents in Perspectives on Channel Control in Selecting Public Elementary School-A Case Study of Public Elementary School in Kaohsiung

• Main Authors: Chang Yu Shan, 張玉山
• Other Authors: 湯方凱
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/tq3z6x

碩士 === 高苑科技大學 === 經營管理研究所 === 103 === Due to freeing education options and low birth rate, every public elementary school will compete intensly. As a result , the marketing science is valued by school authorities. The largest customers of the marketing channel are parents. The purpose of the research is to understand the key factors of decision making by parents in perspectives on channel control in selecting public elementary schools through the use of Analytical Hierarchy Process (AHP). The research explored the process of making decisions by the aspect of real economy , professional leadership and entity illustration. With the use of literature review, design of the questionnaire and suggestions of experts, the survey was conducted among the parents who hold high enthusiasm of education and often concerned at educational events. At fianl, the researcher will provide certain suggestions to elementary school, eductional administrators, and future researchers. The conclusion of this research showed the most impacting factor is the professional leadership. Simultaneously, the leading key factors is based on the indexes are as follows: specialized teaching ability, close communication between parents and teachers, literacy reference, competitive courses, safety reference. The less critical indexes are economic incentives and art reference. Kewords：Channel Control; Resource Base； Social Exchange Theory；Analytical Hierarchy Process.