私立高級中等學校招生問題及策略研究

Abstract

摘 要 本研究旨在瞭解某私立學校的招生現象，探討該校鄰近國三學生、該校高一學生個人背景與招生因素的相關性，從而獲得改善招生問題的招生策略，以供該校參考。 本研究採行動研究法及描述研究法。首先，透過文獻探討、問卷調查、專家訪問及專家會議等方法蒐集某私立高中的招生相關資料。研究工具是以自編之「國中學生升學考量因素問卷」及「高一學生選擇學校因素問卷」。研究對象包括四部份：一、鄰近國中三年級學生，抽樣917名問卷調查。二、該校在學高一學生，抽樣239名問卷調查。三、鄰近社區意見領袖共38位，為訪問對象。四、該校學校經營者共36位，召開招生策略研討會。 本研究的主要結論依研究目的，得出以下四點： 一、 該校鄰近國中國三學生選擇學校因素：1.以興趣因素最佳；依次為生活管理因素、學費因素。2.選擇學校類型以高職為最優先；選擇科別以資訊、餐飲、資處等科最受歡迎。3. 家庭收入35000以下及父母教育國小以下學生較在乎學費。4.男生選校較易受同學影響。 二、 高一學生選擇學校因素：1. 該校學生家長的教育程度及每月收入較低。2. 男生比女生更在意入學獎學金，較易受朋友影響。3. 家庭每月收入超過80000元者比低收入者更在意升學輔導及生活管理。 三、 社區意見領袖招生策略1.透過各媒體宣揚辦學理念。2.結合社區資源。3.爭取大專院校策略聯盟。4.發展學校特色。5.重視教育人員素質。 四、學校經營者招生策略：1.慎重思考學校辦學目標及策略。2.落實「因材施教、適性教學」的理念。3. 落實教學、管理、行政及招生環環相扣的機制。4.協助弱勢族群取得教育補助。 最後，本研究根據發現與結論，分別針對學生興趣、經濟負擔、課業輔導、生活管理、學校的口碑、招生宣導、宣傳對象等七項招生問題，並針對七項問題提出建議，以做為該校招生之依據。

In order to improve enrollment, this research is to understand XYZ junior school enrollment phenomenon, the background between junior high school in this local area and XYZ school junior students.

“Acting method” and “Description method” are adapted by this research. At first, I collect XYZ junior school enrollment information by documentation, inquiry and conferences. In additional to the above information collection, there are two more questionnaires, one is “Questionnaires – why junior school students apply higher education?” and the other is “Questionnaires – how to select a high school for junior school students?” This research includes four areas: (1) collecting 917 questionnaires from junior high school - senior students in local area. (2) collecting 239 questionnaires from XYZ high school – Junior students. (3) collecting commands from 38 community board of directors. (4) collecting minutes form opinions of 36 XYZ high school board members.

Based on this research, there are four conclusions as following: (1) Local junior high students select XYZ school for higher education – (a)Primary consideration is interest. Daily life management and tuition are the other considerations. (b)Second consideration is vocational high school – the most popular selections are “MIS”, “Restaurant management” and “data processing”. (c)Students from family annual income less than $35,000 or parents’ education level less than elementary school are more considering tuitions. (d) Male students are impacted by peer pressure more than female students. (2) Junior student select XYZ school – (a) Parents’ education level or family annual income is not high. (b)Male students are more interested in scholarship and impacted by peer pressure than female students. ( c)Students from family annual income over than $80,000 are more focus on education consulting and daily life management than others. (3) Commands from community board of directors (a) Spread out XYZ school philosophy by marketing, such as media and commercial. (b) Combine community’s resources. (c) Strive colleges strategy unions. (d) Develop schools distinguishing features. (e)Emphasize education human resources.

(4) School enrollment strategies – (a) Identify schools goals and developing strategies. (b) Implement various teaching methods based on each student’s special needs, ( c) Implement the functions of teaching, management, administration, and enrollment. (d) Assist minor groups to get educational subsidy.

Conclusion: Here are seven (7) commands for XYZ school enrollment policy. Students interests, family income limitation, homework consulting, daily life management, school’s reputation, enrollment marketing, and media are the seven (7) areas focus in this research.