A Study of Marketing Strategy and Guanxi in School Selection － Moderating Effect of Involvement

• Main Authors: Yi-wen Fang, 方怡文
• Other Authors: Kuan-Cheng Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/ay9k46

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 102 === This study will examine how marketing strategy and guanxi contribute to school selection. The study will further examine the moderating effect of involvement on marketing strategy and guanxi in school selection. The study has shown the following results: I. Marketing strategy has shown significant positive effect on school selection. II. Guanxi has not shown significant positive effect on school selection. III. Moderating effect of involvement on marketing strategy has been significant in school selection. IV. Moderating effect of involvement on guanxi has been significant in school selection. V. Marketing strategy: product and expense have been rated as more important.In terms of product, strength of faculty and programme has been regarded as the most important. Reasonable and affordable tuition fee has been ranked as the most important. VI. Guanxi: advice from teachers has been rated higher. The result indicates that a teacher’s opinion, due to his/her profession, weights more for those who pursue higher education. VII. Moderating effect of involvement: majority of participants in the survey believe that a university degree is necessary and important. Higher moderating effect has been shown in those with higher qualification in education. VIII.School selection: students’ choice of a major has been influenced the most by the current employment trends. Schools’ reputation has greatly influenced a student’s school selection.