| Summary: | 碩士 === 國立花蓮教育大學 === 行政與領導研究所 === 94 === The objectives of this study were to discuss the current situation of marketing mix and student satisfaction in National Hualien University Of Education (NHLUE), and to analyze the perceptive difference in different backgrounds variable of student, further understanding, correlation between the marketing mix and student satisfaction. This study to take 91-94 academic years students as subjects, and the questionnaire was revised from several paradigms by myself, named “National Hualien University Of Education’s Marketing Mix and Student Satisfaction Questionnaire”.
The analysis of the data collection revealed the following main conclusions:
1. The current situation of marketing level of NHLUE was well, the personnel strategy especially , but the current situation of student satisfaction level was badness, however at school support a service, teaching quality and concern to guide three students satisfaction current conditions that face to then are good.
2. Different sex, college students has the same perspective on marketing mix and student satisfaction in NHLUE, but different department students has difference perspective.
3. The male and female student has the same perspective on marketing mix and student satisfaction in NHLUE, but the different college, department students has difference consciousness.
4. There was positive correlation between marketing mix and student satisfaction in NHLUE on the whole or each level.
5. Marketing mix can calculated student satisfaction,and the function was positive, among them, the maximum hermeneutic power of student satisfaction was personnel strategy, secondly was promotion and physical facilities.
According to with the research results and the conclusion, the following hints as follows:
1. For Educational Institution: According to school's characteristic promoted school marketing mix ; Evaluating student satisfaction in fixed time and understand the school marketing results.
2. For National Hualien University Of Education: Improves the school marketing continually to promote student satisfaction; Take personnel strategy as marketing characteristic and emphasize place strategy; Strengthen promotion work and rational distribution of school teaching resources; Promote and boost the climate of academic research and supply the related support with student activity.
3. For future researchers
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