Marketing Strategy Cognition and Status Quo Survey of Elementary Schools--A Case Study in ChiaYi County

• Main Authors: Yen-ling Ko, 柯燕翎
• Other Authors: Duu-cheng Fuh
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/03442878634652189194

碩士 === 南華大學 === 非營利事業管理研究所 === 97 === 　　The purpose of this study is to discuss the cognition of school marketing strategies and the investigation of current situation in Chia Yi County. In this study, the researcher designs the structure and questionnaire based on literature analysis and then chooses 28 elementary schools in Chia Yi County as the sampling. The results of this study are as follows: 　 1. Most of elementary schools in ChiaYi County do not establish marketing system. However, the aspect of school marketing system is supported by educators. The organization and implementation of school marketing depends on the principle. 　 2. The actual operation of school marketing is different according to the background of schools. The major appeals of the education administrators in the marketing activities are to build up excellent public relations with the community. 　 Accordingly, we propose the following suggestions: 1. Conducting the school marketing workshops in order to set up the exclusive unit and talent of school marketing. 　 2. Using the internal marketing idea, establishing the school prospects and building up the harmonious campus atmospheres. 　 3. Developing the characteristics of the school, enhancing the competition of the school and integrating the resources to achieve the school marketing goal.