顧客對高等教育機構行銷特性認知分析--以中華大學為例.docVIP

顧客對高等教育機構行銷特性認知分析 --以中華大學為例 莊英慎1 林水順2 1中華大學企業管理系 新竹市東香里六鄰東香30號電話：03-5374281轉1421 傳真：03-5374281轉1470E-mail: ysjuang@chu.edu.tw 2國立勤益技術學院企業管理系 台中縣太平市中山路一段215巷35號 電話：047774 傳真：04E-mail: sslin@ncit.edu.tw 摘 要 由於近年來我國教育政策改革，升學管道的通暢，使得各校在致力於知識的教導之外，還需兼顧學校的行銷。「中華大學」的前身為「中華工學院」，由私人創辦。該校辦學成效漸有口碑，唯面對競爭日劇之市場，對學校知名度的開展上仍有加強的空間。 本研究從高等教育行銷的特質出發，利用問卷調查的方法，以蒐集「顧客對高等教育機構行銷特性的認知」。本研究使用敘述統計分析方法，分析所得結果並據以提出增進學校知名度之可行方案。本研究有以下成果：整理分析高等教育學校現有行銷作為相關之問題；分析潛在顧客與現有顧客對學校的認知與評價；提出能提升學校知名度之確實可行建議，以供學校決策者參考。 關鍵詞：高等教育、學校行銷、行銷作為、中華大學 The Analysis of School Marketing Actions in the Higher Education Institutes—An Example of Chung-Hua University Juang, Ying-Shen 1 Lin, Shui-Shun 2 1Dept. of Business Administration, Chung-Hua University Tung-Shan No. 30, Tung-Shan Li, Hsin-Chu, TaiwanTel: 03-5374281 ext. 7707 Fax: 03-5373771 ext. 7748 E-mail: ysjuang@chu.edu.tw 2Dept. of Business Administration, National Chinyi Institute of technology No.35, Ln. 215, Chun-Sang Rd., Taiping, Taichuing 411, Taiwan Tel: 04ext. 7774 Fax: 04 E-mail: sslin@ncit.edu.tw ABSTRACT Due to the innovation of Taiwan’s education strategy, the channel of advancing to a higher school for students is unobstructed, which incurs higher educational institutes step into school marketing activities. Chung-Hua University (CHU) was established by an individual. CHU was known bearing a sustainable and relatively good reputation. However, school authority was seeking ways to promote higher degree of school exposures and reputation. This study takes the school marketing for higher educational institutes into account. Questionnaire responses are collected and statistical analysis methods are utilized. The objective is to analyze the customer recognition to higher educational institutes in terms of school marketing, and CHU was taken as an example. Three results are obtained from this research: 1) Marketing related activities of CHU are marshaled; 2) Appraisal from customers of CHU is analyzed;