On Practical Marketing Strategies of Recruitment in Universities of Technology

• Main Authors: Chiang, Yueh-Hsun, 江岳勳
• Other Authors: Tseng, Shu-Hui
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/6hzavm

碩士 === 國立臺北科技大學 === 技術及職業教育研究所 === 91 === The purposes of this study were to analyze the recruitment market, to understand the current status of marketing strategies in practical, to establish the framework of the recruitment marketing strategies, and to calculate the weight of marketing to explore the marketing strategies in universities of technology. To attain these purposes, literature review, semi-structured interview, and questionnaires survey were employed. Researcher edited questionnaires by literature review. Then, researcher surveyed the research objects that were municipal senior vocational schools, vocational program of comprehensive high schools, and colleges of technology graduated in this year. Issuing 3,910 and retrieving 3,051 effective questionnaires, the retrieve rate was 92.2%. Then, according to the data analysis of students’ questionnaires, researcher designed and developed the interview questionnaires and AHP questionnaires to collect the data and opinions of the administrators who have experiences of recruitment marketing in universities of technology. According to the information collected from the data analysis, following conclusion were acquired: 1.The recruitment market for universities of technology in Taiwan could be divided into three groups: image approached, environment approached, and learn-job approached. 2.Influencing factors which students choose the universities of technology have part of significant different views because of the different background. 3.The resources of public and private schools were difference, and parts of schools of the property and the characteristic were close for students in impressions. 4.The purposes of recruitment marketing strategies in universities of technology were improving the school images and attracting more excellent students. 5.The resources deployment of recruitment marketing strategies in universities of technology was no institutionalizing. 6.The recruitment marketing strategies in universities of technology included internal and packing. 7.The human resources put into the recruitment marketing strategies in universities of technology were not enough. 8.The students’ notices and the administrators’ opinions were not consistency. 9.The recruitment marketing strategies for universities of technology have three levels, including eight components and thirty eight elements. Based on the conclusion of this study, eight recommendations are proposed to the recruitment marketing strategies for universities of technology and further studies.