臺北市國民小學創新經營與學校行銷關係之研究

Abstract

本研究旨在探討臺北市國民小學創新經營與學校行銷的現況，剖析不同個人背景變項與學校背景變項的學校教育人員知覺學校創新經營與學校行銷的差異情形，探討學校創新經營與學校行銷間的關係，並根據研究發現與結論，提出相關建議。 為達成研究目的，本研究採用問卷調查法進行研究。蒐集與探究相關文獻，以建立本研究之理論架構，並編製「國民小學創新經營與學校行銷現況調查問卷」，作為研究工具。本研究以臺北市77所國民小學之校長、兼任行政職務教師與未兼任行政職務教師為研究對象，共寄發問卷592份，回收有效問卷399份，有效回收率為67.40%。問卷處理採SPSS for Windows 18.0套裝軟體程式進行統計分析，將所得資料以描述性統計、t考驗、單因子變異數分析、皮爾遜積差相關等統計方法進行分析。 本研究綜合文獻探討與研究結果，獲得以下結論： 一、臺北市國民小學創新經營現況屬於良好程度，其中以「學生活動創新」層 較高，「課程教學創新」層面較低。 二、臺北市國民小學學校行銷現況屬於良好程度，其中以「互動行銷」層面較 高，「外部行銷」層面較低。 三、臺北市國民小學校長對學校創新經營現況的知覺程度明顯高於兼任行政職 務教師與未兼任行政職務教師。 四、臺北市國民小學設校歷史為10年以下的學校教育人員對學校創新經營現況 的知覺程度明顯高於其他設校歷史者。 五、臺北市國民小學背景變項中，不同「性別」、「年齡」、「學歷」、「服 務年資」、「學校規模」之學校教育人員對學校創新經營現況的知覺程度 無顯著差異。 六、臺北市國民小學校長對學校行銷現況的知覺程度明顯高於兼任行政職務教 師與未兼任行政職務教師。 七、臺北市國民小學年齡為50歲以上的學校教育人員對學校行銷現況的知覺程 度明顯高於其他年齡者。 八、臺北市國民小學服務年資為26年以上的學校教育人員對學校行銷現況的知 覺程度明顯高於其他服務年資者。 九、臺北市國民小學背景變項中，不同「性別」、「學歷」、「學校規模」、 「設校歷史」之學校教育人員對學校行銷現況的知覺程度無顯著差異。 十、臺北市國民小學創新經營整體及各層面與學校行銷，具有高度正相關。 最後，研究者依據本研究所獲之結論，分別針對教育行政機關、學校與未來研究提出相關建議，以供參考。The main purposes of this study were to investigate the present situation of school innovation management and school marketing of elementary schools in Taipei City, to analyze the differences between the two factors when presented in different backgrounds, and to explore the relationship between the two factors. In order to achieve the purposes of the study, the method adopted for the study was questionnaire survey. Based on the results drawn from the literature review, a questionnaire named “The questionnaire of school innovation management and school marketing” was developed. The 592 subjects were randomly sampled from 77 elementary schools in Taipei City, and 399 effective questionnaires were collected. The data were analyzed by using the SPSS for Windows version 18.0, and the statistical techniques were descriptive statistics, t-test, one-way ANOVA, Pearson product-moment correlation were used. According to the findings of the study, conclusions are synthesized as follows: 1. The awareness of present situation of school innovation management orientations was scored high. Among all aspects of school innovation management, “the innovation of student activity” aspect is scored the highest, but “the innovation of curriculum teaching and learning” aspect is scored the lowest. 2. The awareness of present situation of school marketing orientations was scored high. Among all aspects of school marketing, “interactive marketing” aspect is scored the highest, but “external marketing” aspect is scored the lowest. 3. From educators’ perspective to school innovation management, there are significant differences in terms of their position. Principals get higher scores. 4. From educators’ perspective to school innovation management, there are significant differences in terms of school history. Educators in school history of less than 10 years get higher scores. 5. From educators’ perspective to school innovation management, there are no significant differences in terms of gender, age, degree, and years of service and school scale. 6. From educators’ perspective to school marketing, there are significant differences in terms of their position. Principals get higher scores. 7. From educators’ perspective to school marketing, there are significant differences in terms of their age. Educators of more-than-50-year-old get higher scores. 8. From educators’ perspective to school marketing, there are significant differences in terms of years of service. Educators of service more than 26 years get higher scores. 9. From educators’ perspective to school marketing, there are no significant differences in terms of gender, degree, school scale and school history. 10. There is a high positive correlation between the whole school innovation management or its individual aspect and school marketing. Finally, referent advices deduced from this study will be provided for the education administration authority, schools and future researchers’ reference.