A Study of the Relationship among the Principal's Visionary Leadership, School Marketing Strategies, and School Competitiveness of Junior High Schools in Pingtung County

• Main Authors: Yu-Wen, Chiu, 邱郁雯
• Other Authors: Cai-Feng, Zheng
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/11029263171660520142

碩士 === 國立高雄師範大學 === 教育研究所 === 101 === Abstract Taking the teachers of the public junior high schools in Pingtung County as the research targets and the study investigated the relationship among the principal's visionary leadership, school marketing strategies, and school competitiveness. The purposes of this study were: 1. To investigate the current situation of the junior high school teachers’ perceptions of the principal's visionary leadership, school marketing strategies, and school competitiveness in Pingtung County. 2.To understand the differences in the perceptions of the principal's visionary leadership, school marketing strategies, and school competitiveness of junior high school teachers of different backgrounds in Pingtung County. 3.To probe into the related situations among the principal's visionary leadership, school marketing strategies, and school competitiveness perceived by the junior high school teachers in Pingtung County. 4.To analyze the prediction ability of the principal's visionary leadership, school marketing strategies, and school competitiveness perceived by junior high school teachers in Pingtung County. 5.To give related suggestions according to the research results and these suggestions could be taken as reference materials for the administrative operation of school. Besides, these concrete suggestions could be the reference materials for the operation of Pingtung County's junior high school principal's visionary leadership, school marketing strategies, school competitiveness, and other academic researches. The study took the related documents as a reference to build up the theories and the frame of researches, and then designed the research tools. The study took the questionnaire survey to investigate, and there were 545 junior high school teachers in Pingtung County as the targets of the survey. As a result, there were 449 valid questionnaires returned, achieving a valid return rate about 82.39%. The testing tools included the “Questionnaire of Principal's Visionary Leadership,” “Questionnaire of School Marketing Strategies,” and “Questionnaire of School Competitiveness.” The data of valid samples were analyzed by means of descriptive statistics, t-test, one-way ANOVA, Pearson product-moment correlation, canonical correlation and stepwise multiple regression. After the analysis, there were some conclusions made as following: 1.The state of junior high school teachers for the principal's visionary leadership was above average. The perceptions of “vision's developments and advertisement,” “vision's communications and common consensus,” and “vision's practice and enhancement” were higher. 2.The state of junior high school teachers for the school marketing strategies was above average. The perception of “promotion strategy” was the highest. 3.The state of junior high school teachers for the school competitiveness was above average. The perceptions of “administrative management” and “teachers and teaching” were higher. 4.Teachers who were senior, serving in the rural area had higher perceptions of the principal's visionary leadership. 5.Teachers who were male, senior, serving as a director, section chief, serving at the school size of big had higher perceptions of the school marketing strategies. 6.Teachers who were junior, serving as a director, section chief, full-time teacher had higher perceptions of the school competitiveness. 7.If principal's visionary leadership was more positive, teacher's perception of the school marketing strategies would be better. 8.If teacher's perception of school marketing strategies was more positive, the school competitiveness would be better. 9.If principal's visionary leadership was more positive, the school competitiveness would be better. 10.If “people strategy” of school marketing strategies was better, it would affect school competitiveness more. 11.Principal's visionary leadership and school marketing strategies had significant prediction ability of school competitiveness, and “people strategy” could predict school competitiveness most. Based on the results of the research, some suggestions for educational administration, school administrative organization and future study were proposed.