The Study of the Elementary School Principals’ Awareness toward the Effects of Low Birth Rate and the Marketing Srategy Application Status of the Schools

• Main Authors: Chan, Chiao-Yu, 詹巧郁
• Other Authors: Lin, Ming-Dih
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/52967372883715763390

碩士 === 國立中正大學 === 教育學研究所 === 99 === The aim of the research is to understand Elementary School principals’ awareness toward the effects of low birth rate and the marketing strategy application status of the schools. Moreover, the difference and correlation between personal background variable and school background variable were also discussed to provide reference for future research. Elementary School principals from twenty-two cities and counties in Taiwan were used as the research targets. Questionnaire investigation was carried out using “The Questionnaire for Elementary School Principals’ Awareness Toward the Effect of Low Birth Rate and the Marketing Strategy of the Schools.” A total of 528 effective questionnaires were returned. The data were analyzed using descriptive statistics, t-test, one way ANOVA and product-moment correlation analysis. The main results obtained were: 1. The level of awareness Elementary School principals had toward low birth rate was above the average. They were more aware of “Teaching activity” and less aware of “School building resource.” 2. The marketing strategy was well applied by Elementary School principals. They applied high levels of “External marketing strategy” and applied relative low levels of “Interactive marketing strategy.” 3. The effects of low birth rate Elementary School principals were aware of were different due to differences in seniority of the principal, scale of the school, location of the school and history of the school. They were different in terms of the awareness. 4. The levels of marketing strategy applied by Elementary School principals were different due to different school locations. 5. The effects Elementary School principals were aware of showed significant positive correlation with overall and parts of the school marketing strategies. Finally, based on the research results, suggestions were proposed for educational and administrative institutions, Elementary School principals and future research for references.