| Summary: | 碩士 === 南華大學 === 管理科學研究所 === 94 === This research proposed the school should regard asthe student customer''s conception , marketing strategy the recruitment of students will sell the way by the original populace , will transform for aims at the different student demand to provide the different strategy , the research main goal will be using cluster analyzes , after will eeceive measured the student will hive off discusses student''s choice behavior and goes study the motive, by will separate the basis as the market area , this will hive off the result to be possible to assist the school to understand the student will gather in great number the characteristic, will design the different. recruitment Of students marketing strategy , will provide the specific product for the student which specific will gather in great number, will be able under the limited organization resources, to provide the demand which will suit to give the study.
This of research master of take the Southwest and NANHUA university in office special class students as the research object, studies the meter content by master choice behavior in office special class student , goes study the motive and its the personal background , picks the questionnaire survey law, the recycling the effective sample separately uses demand of according to the research goal and the confirmation supposition, Descriptive statistics, T -Test, one-way ANOVA , Scheffe , cluster analyzes , this findings showed : The NNHUA university recruitment of students market may the area divide into " the diploma principle group", "the teaching quality group", "the matriculation convenience group" and "the teaching resources group" four kind of markets types; The cloud fine south area recruitment of students market may the area divide into "the matriculation convenience", "the transportation is convenient"
, "the diploma principle"three kind of markets types Goes study the motive aspect, the NANHUA university student goes study the motive to be possible the area to divide into "the public relations relations group" , "challenges. the self- group", "the occupation consideration group" three kind of markets types
; The cloud fine south area student goes study the motive to be possible the area to divide into "the occupation consideration group", "the enrichment life group" and "promotes the self- group" three kind of markets types.
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