| Summary: | 碩士 === 中臺科技大學 === 文教事業經營研究所 === 105 === The research inquired the cognitive condition of elementary school parents inTaichung on the school marketing strategy, school image and parents’ satisfaction. In addition, the research analyzed the significant difference of parents with different background on the school marketing strategy, school image and parents’ satisfaction as well as the relationships between the school marketing strategy, school image and parents’ satisfaction.
The research methods adopted literature analysis and questionnaire survey. Participants were 600 parents in Taichung, and then the valid returned questionnaires were 572. The data was analyzed by mean, standard deviation, t-test, one-way ANOVA, correlation analysis and multiple regression analysis.
The following are the results of this research :
1. The cognitive condition of elementary school parents in Taichung was medium-higher degree on the school marketing strategy: “ the school channel planning strategy” had the highest dimension.
2. The cognitive condition of elementary school parents in Taichung was medium-higher degree degree on the school image: “the appearance of educational image” had the highest dimension.
3. The cognitive condition of elementary school parents in Taichung was medium-higher degree on the parents’ satisfaction: “the satisfaction of teaching quality” had the highest dimension.
4. In the school marketing strategy, there is no significant difference among each section.
5. In the school image, there is no significant difference among each section.
6. In the parents’ satisfaction, there is no significant difference among each section.
7. Among the school marketing strategy, school image and parents’ satisfaction had positive relationship.
8. The school marketing strategy and school image could predict parents’satisfaction, especially “the appearance of educational image”.
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