| Summary: | 碩士 === 國立中央大學 === 高階主管企管碩士班 === 104 === Since the end of 1980s and the beginning of 1990s, Taiwan has been facing a problem of low birth rate, which has directly influenced enrollment in kindergartens, elementary schools, junior and senior high schools, universities, and even cram schools. In contrast to declining student population, the number of schools, whether public or private, keeps increasing. Schools are facing a recruitment challenge as parents who expect their children to be high achievers are much strict in selecting schools. Faculty resources, scholarship, educational environment, and equipment have been schools’ areas of improvement in hope to earn recognition from parents and students.
Through a case study analysis, this study examines how a high school in Taoyuan City successfully transforms itself under the tough circumstances. By analyzing external environment, internal resources, motive of transformation, and concrete initiatives, the key success factors of the high school are concluded as follows:
1. Change the school’s management model.
2. Provide students with assistance in career development.
3. Replace unqualified faculty.
4. Develop an elite marketing strategy.
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