The Impact Relation Analysis of External MarketingStrategy in Elementary School

• Main Authors: Ya-Wen Wu, 吳雅雯
• Other Authors: Jui-Mei Yien
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/88915769346387747418

碩士 === 康寧大學 === 企業管理研究所 === 103 === ecently, to confront with the demand of knowledge multivariates quickly and fewer trend of children, Elementary Schools are experienced of insufficient enrolling students and executive risk. Therefore, the situation can be facilitated by school proper marketing to progress as characteristic school more effectively. The thesis would be based on the exploration of related literature and a questionnaire designed by experts, which leads as basic theory point and research direction of external marketing strategy in Elementary School. The research organizes four dimensions of external marketing strategy in Elementary School, which is teachers and students product strategy, image promotion strategy, cost and value strategy, channel planning strategy and 22 criterions of dimensions. The target of research is 15 senior teachers in Elementary School and the investigation is in process of questionnaire. Finally, the Decision Making Trial and Evaluation Laboratory(DEMATEL) was used to analyze the key factor among the dimensions and criteria. The results of the analysis are as follows: I. The effects among the dimensions of external marketing strategy marketing: The dimension of the “image promotion strategy” was the main influential source. The dimension of the “cost and value strategy” was the most influenced dimension. II. The effects among the criteria of the dimensions: （1）Teachers and students products strategy：“feature of lessons” was the main influential source, and “external competition” was the most influenced. （2）Image promotion strategy：“creative marketing activity” was the main influential source, and “principal of school to declare executive concept” was the most influenced. （3）Cost and value strategy：“the valuable of enrollment” was the main influential source, and “trust of fee by parents” was the most influenced. （4）Channel planning strategy：“multiple and smoothly contact channel ” was the main influential source, and “ whole integrated planning campus ” was the most influenced. Hence, based on the results obtained above, the researcher advises to school that it is helpful to leverage external marketing strategy by improving dimension of “image promotion strategy” and criterion of “feature of lessons”, “creative marketing activity”, “the valuable of enrollment” and “multiple and smoothly contact channel”.