A Study of School Marketing Strategies and Future Development among Elementary Schools – Yilan County as A Case

• Main Author: 黃美娟
• Other Authors: 段昌國
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/srq48x

碩士 === 佛光大學 === 未來與樂活產業學系 === 102 === The purpose of the study was to survey the marketing strategies and future development of elementary schools in Yilan county. The questionnaire, a study of elementary school marketing strategies and development in Yilan county, was used in the investigation to realize the principals’ personal cognition for school marketing and the circumstances of the practical operation, as well as the difficulties of carrying out the strategies of school marketing. The researcher adopted a general investigation, and received 71 copies of valid respondents. The collected data was analyzed by SPSS 17.0 for Windows, a statistical analysis software, with Descriptive Statistics, t-test, One-way ANOVA, and Scheffe’s method. These were the conclusions: 1.There was no notable difference in the importance of school marketing between the elementary principals’ personal cognition. 2.The frequencies of carrying out the strategies by the elementary principals were significantly different. 3.The frequencies of carrying out the strategies was lower than how often principals thought they did, especially in production strategy. 4.Overall, there was a significant difference in importance of school marketing depending on the service years of the principals and weather they took part in marketing lessons. 5.A divergence between the frequencies of practical operation of school marketing could been seen in the survey, and it depended on the sizes of schools. 6.The principals in Yilan county were in agreement on the main obstacle of operating the strategies. They believed that minute and complicated work makes teachers no time to follow through the marketing strategies, and the lack of funds was also a reason. 7.The survey showed that the low fertility was a vital factor for the development of elementary schools in Yilan county.