| Summary: | 碩士 === 國立勤益科技大學 === 流通管理系 === 105 === Since the education reformation and education market has been liberalized in Taiwan, there are wider vareity of ways to enter universities. Due to the marketization of education, it becomes more and more competitive among schools and they have to be innovative to promote themselves. Schools are required to investigate and survey students’ need and perceptions before they decide their marketing strategies. Therefore, by studying the factors of students’ choosing shools and the perceptions of entering the schools, we can understand how and why they make their choices.
The study involved 52 undergraduate students in C University of Technology. It employed the procedures of Means-End Chain and one-on-one Laddering Method to collect the data, using Content Analysis to hierarchically catogorize the data into 3 levels of factors: attributes, condequences and values. The study found 7 factors of attributes, 11 factors of condequences and 5 factors of value. By difining and establishing the proper categories, encoding the data, and calculating the number of times of the linkage among different levels of factors, it generated an Implication Matrix and Hierarchial Value Map to understand the subjects’ expetations of choosing the schools and the values they had after entering the schools. The findings may provide the reference for schools’ further marketing strategies of admissions.
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