A Study on the Recruitment of Marketing Strategies for Comprehensive Senior High Schoolsin Northern Taiwan

• Main Authors: Long-Yuan Liou, 劉榮元
• Other Authors: Shue-Jane Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/4pk944

碩士 === 國立臺北科技大學 === 技術及職業教育研究所 === 98 === The comprehensive senior high schools have widely developed with the encouragement from government to set up, and the accomendation to the trend of the world. However the number of recruiting students has gradually been reducing by the deficiency of fewer children. Recruiting students is the most important job for comprehensive senior high school. The managing pressure is more than ever, because the population of school age is decreasing. To all comprehensive senior high school, the urgent issue is how to adopt suitable marketing strategy to recruit students. The purpose of this study is to investigate the effectiveness of marketing strategies for comprehensive senior high school. The research method is survey. The questionnaires send to 580 students and 566 copies are back, and they belong to 11 private senior high schools in Northern Taiwan . In this paper, we take the use of SPSS 10.0 for windows as our analytical tools and we use descriptive statistics, t- test and one-way ANOVA to test the hypothesis, and try to find out the reasons and degrees for the impact of recurring strategies. The research findings are as following: 1. The marketing strategies are listed by the scores they received from highest to lowest, these are: product strategy, price strategy, image-position strategy, market segment strategy, Recruiting behavior strategy, promotion strategy, and channel strategy. 2. The three most effective issues in all marketing strategies are: high quality faculty members , discount on school bus, and offering convenient school bus. 3. There are significant differences in the strategies of product, channel, promotion, and recruiting behaviors. The private comprehensive senior high schools have more prominent differences than public comprehensive senior high school. 4. The comprehensive senior highs school students with different gender in northern Taiwan have more prominet differences in the strategies of product, price, market segment, and image-position, and these strategies has been worked on girl students more than boys. 5. The comprehensive senior highs school students with different grade in Northern Taiwan have more prominet differences in the strategies of product, price, channel and market segment, and it reveals that the second grade has more differences than group of first and third grade. 6. The comprehensive senior highs school students with different department in northern Taiwan have more prominet differences in the strategies of, promotion and recruiting behavior , and it shows that the vocational department has more differences than accademic department. 7. The comprehensive senior highs school students with different score of entering examination in northern Taiwan have more prominet differences in all strategies aspects, and it reveals that the group 「between 150 and 199 scores」 has more differences than the group「under 74 scores」and「between 75 and 149 scores」.Besides, the group 「over 200 scores」 has more differences than the group「under 74 scores」and 「between 75 and 149 scores」 8. The comprehensive senior highs school students with different occupation of parents and different levels of educations makes no difference. According to the research, the author is trying to provide educational authorities and comprehensive senior high schools with solid advices.