技职教育之行销--以国立勤益工商专校为例-中华大学.docVIP

技職學院行銷作為與特性認知分析 —以國立勤益技術學院為例 林水順1 莊英慎2 1 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 Tel: 04-3924505 Fax: 04-3930062 E-mail: sslin@chinyi.ncit.edu.tw 2中華大學企業管理學系 新竹市東香里六鄰東香30號 Tel: 03-5374281轉7707 Fax: 03-5374281轉7748 E-mail: ysjuang@chu.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。「國立勤益技術學院」的前身為「私立勤益工商專校」，由私人創辦，並繼而捐贈政府改隸國立。該校辦學成效素有口碑，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。 本研究從技職教育行銷的特質出發，利用問卷調查的方法，以蒐集「顧客對技職學院行銷特性的認知」。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。具體而言，本研究有以下成果：整理分析學校現有行銷作為相關之問題；分析顧客及服務提供者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：技職教育、學校行銷、行銷作為、國立勤益技術學院 The Analysis of School Marketing Actions in the Technical Institutes— An Example of National Chinyi Institute of Technology Shui-Shun Lin 1 Ying-Shen Juang 2 1 Dept. of Business Administration, National Chinyi Institute of Technology 35, Ln. 215, Chung-shan rd., Taiping, 411, Taichung, Taiwan 2 Dept. of Business Administration Chung-Hua University 30 Tung Shiang, Hsin Chu, Taiwan 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. National Chinyi Institute of Technology (NCIT) was formerly established by individual and ruled by government thereafter. NCIT was known bearing a sustainable and good reputation. However, school authority was seeking ways to promote higher degree of school exposures and reputation. This study takes the school marketing for technical institute into account. Questionnaire responses are collected and statistical analysis methods are utilized. The objective is to analyze the customer recognition to technical education in terms of school marketing, and NCIT was taken as an example. Three results are obtained from this research: 1) Marketing related activities of NCIT are marshaled; 2) Appraisal from both customer and service provider for NCIT are analyzed; 3) Steps and methods of promoting school reputation are provided.