The Research of the School Marketing Strategy,School Brand Image,Parent's Satisfaction and Willingness to Study of Junior high school in Yilan City,Yilan County

• Main Authors: CHIU,YEN-TANG, 邱彥棠
• Other Authors: LAN,CHUN-HSIUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ty5yzg

碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 107 === The purpose of this study was to explore the relationship between school marketing, school image, parental satisfaction, and willingness to study. First, based on the relevant literature theory, establish a research structure. Then, the parents of the public national high school in Yilan City, Yilan County were selected as the research object, and questionnaires were issued for investigation. A total of 385 questionnaires were distributed, 96 invalid questionnaires were deducted, and 289 valid questionnaires, the effective recovery rate was 76%. The data were analyzed using SPSS 20 statistical software, and descriptive statistics, independent sample t-test, single-factor variance analysis, regression analysis and other methods were used. It is hoped that the school will help the school to reduce the number of children, effectively market, maintain the image of the school, improve the satisfaction of parents, and let the community parents choose to study at the school. The results of this study found that: 1. School marketing has a significant positive impact on the school image. 2. School marketing has a significant positive impact on parental satisfaction. 3. School marketing has a significant positive impact on the willingness to attend. 4. School image has a significant positive impact on parental satisfaction. 5. The school image has a significant positive impact on the willingness to read. 6. Parental satisfaction has a significant positive impact on the willingness to attend. 7. Parental satisfaction has a significant intermediary effect on school marketing and willingness to read. 8. Parental satisfaction has some mediation on the image of the school and the willingness to study. 9. School marketing has some mediation on school image and parental satisfaction. 10. The school image has some mediation for school marketing and parental satisfaction. Finally, this study puts forward practical suggestions for the research results as the basis for the school's promotion of the teacher's teaching profession and the direction of the school's administrative team.