Application of the Marketing Strategies in the Elementary School-Case Analysis of an Elementary School in Taichung

• Main Authors: Chang, Ying-Chen, 張瑛真
• Other Authors: Chen, Hui-Fen
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/26224564172109024905

碩士 === 臺中師範學院 === 國民教育研究所 === 92 === This study regarded an elementary school in Taichung as the case school and analyzed the application of the marketing strategies in the case school. Qualitative methods of participant observation, interview, questionnaire survey and document analysis were adopted. First, it described the overview of school organization, probed into how the school considered the visions, prospects and features, and carried on the analysis of school situation for the marketing planning. Second, it explored the process of target market defining, marketing goal transforming, and marketing program strategies forming by the case school. Then the study inspected the implementation course, result and effect of the marketing strategies in case school. The study expected to contribute to the case school and provide reference to the similar situation school. The main results of this study were as follows: The overview of school organization: 1. It''s an elementary school of six classes, 16 faculties and staffs, 77 students. It suffered the enrollment crises twice. 2. It adopted the visions, describing the prospects of the future, and has the own features. The whole marketing planning of the case school: 1. Transformed the marketing practice of business organization into the marketing activity that was suitable for school. 2. Conformed all sides of school with service marketing as far as possible. 3. Implemented program strategies by existing resources and administrative operation. The process of the marketing strategies in the case school: 1. Providing educational service was the mainspring and purposes of the marketing planning, then reached marketing goal, and considered the limit of time. 2. In the marketing execution, regarded relevant person as the target, assigned the work by main unit, proposed the concrete marketing measures with the existing activities, combined the application of internal and external resources. 3. In the marketing control, some favorable factors were difficult to keep, and the unfavorable ones were hard to break in external marketing. In internal marketing, educational service was asked to provide, and showed sympathy for their efforts at the same time. In the interactive marketing, educational service strengthened the inducement of activities to attract the participation of students and parents. The achievement and prospect of marketing strategies in the case school: 1. In the aspect of external marketing, the member gave highly support to the concrete marketing measure, but merely students and insufficient competitiveness made some measure should be changeable. 2. In the aspect of internal marketing, the member satisfied to marketing measures generally, showed different views of some measures on function and purpose. 3. In the aspect of interactive marketing, the members expressed highly support and confirmation; moreover, they proposed that students'' participation should be improved. According to the conclusions, this study offered the following suggestions: For case school: 1. Set up the data bank of the marketing strategies. 2. Form '' the marketing planning group '' with combining internal and external members. 3. Set up the mechanism of feedback to assess the satisfaction of members. 4. Regard students as internal members to promote the sense of participation. 5. Strengthen the connections and propaganda by various communications. 6. Inspect the goal of marketing and plan the marketing strategies. For elementary school: 1. Introduce marketing concept, develop marketing perception and change marketing attitude. 2. Plan marketing by existing resources and activities. 3. Strengthen the school position with combining courses and features. 4. Unite school''s development and marketing planning. 5. Supplement the lack of the budget for marketing activities with raising funds. For educational administration authority: 1. Add the distribution of '' the marketing budget ''. 2. Establish the marketing consultation unit. 3. Engage the marketing expert to train seed personnel of marketing. 4. Put the experimental marketing plan into practice step by step. Keywords: School marketing, marketing strategies, marketing management