Please use this identifier to cite or link to this item: http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/91257
Title: 臺北縣市國民中學關係行銷之研究
Authors: 張明輝
黃詩茹
Keywords: 關係行銷
學校行銷
Issue Date: 2009
Abstract: 本研究主要的目的在探討臺北縣市國民中學關係行銷之現況、困境與因應措施,最後根據研究結果,對相關學校教育人員提出具體建議。為達前述研究目的,本研究採問卷調查法與訪談法進行研究,首先蒐集與探究相關文獻,其次依據文獻所得,編製「臺北縣市國民中學關係行銷現況調查問卷」以及臺北縣市國民中學關係行銷困境與因應措施訪談大綱作為研究工具。本實徵研究係以臺北縣市公立國民中學學校教育人員為研究母體進行抽樣,總計抽取60所國民中學,共發出818份問卷,回收593份,整體回收率為72.5%,剔除無效問卷後,整體可用率為70.9%。問卷處理採SPSS for Windows 17.0統計套裝軟體進行統計分析。 綜合文獻探討及調查研究結果結果之發現,獲致以下結論: 一、臺北縣市國民中學關係行銷現況表現良好,其中以「關係行銷程序」的表現最佳,「關係行銷成效」的表現則有進一步努力的空間。 二、關係行銷策略的運用方面,以「察覺與瞭解」表現最佳,其次是「建立與維繫」,最後為「擴展與增進」。 三、校長對於國民中學關係行銷現況之知覺程度高於學校中擔任其他職務者;校長更是國民中學關係行銷之主導者。 四、研究所以上、年長、資深、學校位處都市地區的學校成員,對於國民中學關係行銷現況之知覺程度較高。 五、不同性別、校齡、學校規模的學校成員,對於國民中學關係行銷現況之知覺頗為類似。 六、不同學校地區之校長,對於國民中學關係行銷現況之知覺頗為類似,然偏遠的地區校長所面臨國民中學關係行銷之困境則與其他地區的校長不同。 七、國民中學關係行銷之對象,主要為「學生家長」及「社區民眾」,而在「本校校友」與「新聞媒體」關係的建立、維繫與擴展上需要更為努力。 八、國民中學關係行銷困境之產生,來自於學生家長、社區民眾、學校校友與新聞媒體等不同的行銷對象。 九、國民中學關係行銷之因應措施多與國民中學關係行銷之策略相符。 最後,依據本研究所獲之結論,研究者針對學校校長、學校以及未來研究者提出相關建議,以供參考。
The main purposes of this study are to investigate the fact, difficulties and strategies of relationship marketing in junior high schools of Taipei city and Taipei country; and based on the results of the study, to provide suggestions for educational authorities and schools. The methods adopted for the research was questionnaire survey and interview. First, based on the results drawn from the literature review, a questionnaire named “The questionnaire for current operating status of relationship marketing in junior high schools” was developed. Questionnaires were delivered to principals and the teachers of 60 public junior high schools in Taipei city and Taipei country. 593 of the 818 questionnaires sent out were effective. Second, four principals of junior high schools were chosen to be interviewed in the way of semi-structure. The conclusions derived from the literature review, the questionnaire survey and the interview are as follows: 1.The current operating situation of relationship marketing in junior high schools is well. 2.About the usage of relationship marketing strategies in junior high schools, “to be aware and understand” is the best used strategy. 3.The principals have higher awareness of relationship marketing operating then the others. The principals are the main leaders of relationship marketing in junior high schools. 4.Master degreed teachers, older and longer teaching experience teachers and teachers in urban district have higher awareness of relationship marketing operating in junior high schools. 5.There is no aware difference between the members from different sex, school years and school size. 6.Junior high schools in the suburb have different operating difficulties from the schools in other areas. 7.The objects of relationship marketing in junior high schools are student guardians and community populace. 8.The reasons of causing the difficulties of relationship marketing in junior high schools are student guardians, community populace, media staffs and alumnus. 9.The measures of relationship marketing in junior high schools match to relationship marketing strategies. The conclusions of the study will be reference for junior high schools, the principals and the future researchers.
URI: http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=%22http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0695160174%22.&%22.id.&
http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/91257
Other Identifiers: GN0695160174
Appears in Collections:學位論文

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