| Summary: | 碩士 === 銘傳大學 === 資訊管理學系碩士在職專班 === 104 === This study aimed to understand how private vocational colleges break enrollment difficulties for sustainable management under the impact of low birthrate; 12-years national education is about to implement, which will inevitably make the business competition between public and private colleges more intense in future when students choose colleges. How private vocational colleges set enrollment strategy, break traditional enrollment pattern and change into innovation with marketing in the face of internal and external environment changes and uncertainties hoping to find Blue Ocean market of their own in this frenzy.
According to this purpose, the study obtained key factors affecting enrollment by literature review and in-depth interviews with expert, namely, human resources management, the use of idle schools, enrollment without entrance examination, special enrollment, scholarships, moral education, activity participation, creative courses, equipment update, test sites and enrollment deployment.
Through analysis of Blue Ocean Strategy, six enrollment strategies are proposed as follows: 1. Recycling idle resource and establishing creative courses. 2. Enhancing moral education and establishing a new image of school. 3. Enhancing professional skills and improving the competitiveness of employment. 4. Making good use of scholarship and taking care of disadvantaged students. 5. Promoting enrollment from the top down. 6. Infusing new technologies and improving the performance of enrollment.
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