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The Study of Educational Policy Marketing Employed by the Local Education Administration Authority in Taiwan
Dr. Wen-chyuan Hsieh
Local Education Administration Authority
Educational Policy Marketing
|Abstract:||本研究透過文獻探討與問卷調查，探討目前我國地方教育行政機關教育政策行銷的現況、困境及困境的因應做法，並根據研究發現與結論，提出建議，供相關機構及人員參考。此外，本論文主要研究對象是我國地方教育行政機關之正式編制人員，共計發出600份問卷，實得有效樣本318份，問卷處理採用SPSS for Window統計套裝軟體進行統計分析。
The main focus on this study is to explore the status quo, predicaments and responses to the predicaments of educational policy marketing employed by the local education administration authority in Taiwan through the methods of literature reviewing and questionnaire survey and then concluded with suggestions as a reference to the pertinent authorities. A total of 600 questionnaires were distributed to primary research object of this study which are the official employees of local education administration authority, and a total of 318 effective samples were retrieved followed by the process of statistic analysis with SPSS for Windows and then concluded with the following results: 1.The 10 effects of educational policy marketing including developing a good policy image have currently reached a fair expectation level. To promote policy reform and acquire public donation were the two effects reach the lowest expectation level. 2.From the specialized administrations set up to execute educational policy marketing, the study shown that this task is not suitable for Public Relations Consultant Companies.Currently this task has mostly assigned to divisions based on the job descriptions. 3.The whole task of educational policy marketing should be overseen by the higher level position officers, must not be no supervision. Currently this supervision has assigned to director-general, and this task has never occurred to carry out by a specialist, sub-section chief or no supervision. 4.Educationalpolicy marketing should be proceed by the steps of analysis, planning, execution, and monitoring, but the level of practicing so far is below expectation, especially on the step of planning. 5.The 12 categories including teachers are the objects for educational policy marketing, but the level of marketing to these categories of people are low. Marketing to the people in general, community, other administration authorities, and enterprises are the lowest in category. 6.The most common medium for educational policy marketing is official document, and advertising through broadcast, billboard, cell-phone text message and e-mail are less being used.Except advertising through e-mail and cell-phone text message has shown a little effect, the rest is good. 7.Practicable strategies for educational policy marketing are packaging, positioning, target market and market segmentation. The practice level is fair, and market segmentation has the lowest practicing level. 8.Educational policy marketing should follow the 9 principals including explicit and enthusiastic, but currently the practice level has only reach a fair level, and professional and innovative were the lowest practice level. 9.Except for the management level officers don’t have marketing concept and without the support from the management level officers, the rest of 11 possible predicaments including insufficient manpower are all currently encountered for educational policy marketing. 10.The 11 responses to the predicaments of educational policy marketing including acquiring experience from mass media and enterprise are currently being fairly practiced, to increase funding, manpower, and recruit marketing specialist is the response less being practiced. 11.As an overall view, different opinions for educational policy marketing less coming from diverse background of officers, more from different administration authorities. The following suggestions were made to the local education administration authorities according to the result of this study: 1.Suggestions to the education administration authorities (1) To reinforce the effect of educational policy marketing. (2) Set up a specialized section to execute educational policy marketing. (3) Director-general of the education bureau should be the one who oversee the whole task of educational policy marketing. (4) Must follow the execution steps of educational policy marketing. (5) To reinforce people in general, enterprise, other administration authorities, and communities target marketing. (6) To evaluate every marketing medium effectively and utilize them. (7) To efficaciously using market segmentation, choosing target market, positioning, packaging strategies. (8) To master the principals of educational policy marketing. (9) To effectively solve the predicaments of educational policy marketing. 2.Suggestions to the administration officers (1) To learn substantial knowledge on marketing and always act enthusiastically on the job. (2) To master the principals of educational policy. (3) To know well the latest policy news and trends, always convey the correct educational policy information.
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