| Summary: | 碩士 === 國立東華大學 === 教育行政與管理學系 === 105 === The aim of this study is to look into the marketing strategies of a novice principal of a community high school in southern Hualien. The study has employed approaches such as semi-strutted interviewing with the principal, and supplemented by participatory observation and documentary research. My following analysis of the collected data has shown that it is through the principal's distinctive personality and charm that he is able to obtain recognition and trust from the community and support from the parents of his school students in a short period of time. Moreover, under the principal's leadership, the executive team is fully authorized. The faculty can work together harmoniously to develop and highlight the distinctive features of the school. Also, by actively using the school marketing strategy, the principal in this case can push the school to move forward, get the community involved, make the school performance widely known, and the last but not the least, increase the school enrollment.
According to the results of the study, they present the following recommendations: (1)Stages marketing strategy, (2)Continuous leadership reform, (3)Clear direction of the spindle, (4)Integrated teaching group.
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