| Summary: | 碩士 === 健行科技大學 === 企業管理系碩士班 === 103 === This study is an analysis on the factors crucial to the parental choice of public elementary schools under the impact of marketing of education and declining birthrate. Apart from exploring relevant documents, it undergoes a data collection through interviewing the parents, principal, and teaching faculty of “L” Elementary School. Furthermore, questionnaire survey is adopted among the parents of the freshmen in 2014 school year to unveil the relationship of parents’ background and the factors crucial to the parental choice of public elementary schools. The main findings of this study are as follows:
1. The public opinions toward the school and its reputation are the first priority for parents.
2. Students’ discipline and safety are the secondary priority for parents.
3. Parents are satisfied with “L” Elementary School’s teaching faculty and reputation.
4. Most of the parents agree that “L” Elementary School is well located and easy of access while some disagree because the former lives in the school district while the latter doesn’t. However, the latter is still willing to choose “L” school.
5. Parents are satisfied with “L” Elementary School’s multiple club activities.
6. There is still room for “L” Elementary School to have a better interaction with its neighboring communities according to the parents.
Finally, after synthesizing documents, interviews, and the results from questionnaire, the study proposes many suggestions for reference to “L” Elementary School’s development and strategies and further studies.
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