The Strategy Research in Student Recruitment of Private Universities of Technology in Kaohsiung Area

• Main Authors: Jia-chien Hsiang, 項家茜
• Other Authors: H. Jason Huang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/47618312093069349594

碩士 === 國立中山大學 === 企業管理學系研究所 === 92 === This research is to learn the recruitment strategy and the school advantages of private universities of technology in Kaohsiung. Two private universities of technology in Kaohsiung area were selected for this research. The questionnaire of school resource advantage cognition was designed for students selected from these two schools. Interviews with related administrative staff from these two schools were also proceeded for cross analysis and for verification of the statistic result. The core competence of the schools was demonstrated. The application, development, and accumulation of the core competence would then establish sustainable competitive advantages of the universities of technology. The following observations were obtained. 1.The advantages in geographic location and convenience in traffic do attract students. Schools in weak situations mostly put efforts on improving the life''s mechanism and lift the expediency to the traffic in order to reduce the difference from their strong competitors. Land limitation can be adjusted by increasing the floor squares in the buildings. 2.The advantages in teacher quality owned by new universities of technology can not be caught up by their competitors within short period of time. To encourage the acquirements of the teacher’s professional certificates and raise the academic research ability would be important in the future. 3.Most schools would develop courses on both theoretical and practical bases. But multi-degree system causes the difficulty in course design and complexity in administrative works. Therefore, simplification of the degree-system is a direction to advance. 4.Currently, career consultations are supported by database systems and some other electronic mechanism. To promote the employment opportunities for students, the cooperation between the school and the industry has significant effect and competent alumni in the industry can provide rich job information. Thus effective management to the precious alumnus resource is important. 5.The most significant competitive advantage of student recruitment is the school’s reputation. It is worth establishing a specialized unit to integrate resources and develop marketing strategies for promoting the school’s specializations. Keeping active relationships with the mass media to raise the reputation of the school is also essential. 6.The advertisement for recruitment of students should be initiative, creative and active and there should be sufficient fund, personnel and activities. Technological and vocational school fair is the best opportunity to show the distinguished features and raise the reputation of the school; therefore thorough planning to the fair is crucial.