基北區學校面對十二年國教入學制度影響及其學校行銷策略運用之研究

Abstract

本研究旨在探討基北區高級中等學校面對十二年國教入學制度影響與學校行銷策略運用之關係。為達研究目的，本研究以自編之「基北區高級中等學校十二年國教入學制度影響與學校行銷策略運用」調查問卷為研究工具；研究對象為基北區45所公私立高級中等學校校長、主任、教師兼組長、教師兼導師及專任教師。共發放750份問卷，回收602份，回收率為80.27％，有效問卷計559份。問卷所得資料以統計軟體SPSS19.0 for Windows處理，採描述統計、t考驗與單因子變異數分析、Pearson積差相關及階層性多元廻歸等統計方法進行分析。 根據文獻探討、訪談及調查資料統計分析結果，本研究獲致以下結論： 壹、基北區高級中等學校教育人員知覺十二年國教入學制度改變之影響，整體在有點符合到很符合之間，其中以學校經營層面的影響程度較高。 貳、基北區高級中等學校教育人員知覺學校行銷策略之運用，整體在有點符合到很符合之間，以產品策略的運用最多，價格及人員策略最少。 參、基北區高級中等學校教育人員知覺十二年國教入學制度之影響，不同年齡、學校區域、公私立、學校類別、校齡、是否為完全中學有顯著差異。 肆、基北區高級中等學校教育人員知覺學校行銷策略之運用，不同年齡、現任職務、總服務年資、學校區域、公私立、學校類別、校齡、學校規模、103學年度有無核辦特色招生有顯著差異。 伍、基北區高級中等學校教育人員知覺「十二年國教入學制度影響」各層面與「學校行銷策略運用」各層面具正相關。 陸、基北區高級中等學校教育人員知覺「十二年國教入學制度在學校經營層面的影響」對「學校行銷策略在產品策略層面的運用」之預測力最高。 根據上述結論，就高級中等學校、教育行政機關及未來研究提出建議供參。 關鍵詞：十二年國民基本教育、入學制度、學校行銷策略

The purpose of this study was to explore the relationship between the impacts of the change about entrance system for senior high schools in Twelve-year Basic Education and the application of school marketing strategy in Keelung City, New Taipei City and Taipei City. To achieve the research purpose, the self-designed survey questionnaire on this topic was administered to collect pertinent data. The subjects in the study were senior high school educators from 45 public and private schools in Keelung City, New Taipei City and Taipei City, including principals, directors, section chiefs, homeroom teachers and fulltime teachers. A total of 750 questionnaires were distributed, 602 questionnaires returned, with a return rate about 80.27％, and 559 answered completely. Data from questionnaires were analyzed by SPSS 19.0 for Windows, including descriptive statistics, t-test, one-way ANOVA, Pearson product moment correlation and hierarchical regression. The findings derived from the study are summarized as follows: 1.The impacts of the change about entrance system for senior high schools in Twelve-year Basic Education in Keelung City, New Taipei City and Taipei City which educators perceived was at” slightly agree” to“ agree”, besides, “school management” was the highest. 2.As for the application of school marketing strategies in senior high schools in Keelung City, New Taipei City and Taipei City educators perceived, it was discovered at” slightly agree” to“ agree”, meanwhile, “Product strategy” was the highest, besides, “ Price strategy” and “ Personnel strategy” was the lowest. 3.Variables in the background including age, school area, private/ public, school category, school age and comprehensive junior-senior high school/ non comprehensive junior-senior high school, being a significant difference in educators’ perception in the impacts of the change about the entrance system for senior high schools in Twelve-year Basic Education in Keelung City, New Taipei City and Taipei City. 4.Variables in the background including age, current position, in-service years, school area, private/public, school category, school age, school size, being/ not being ratified of holding Academic Ability Test for Admissions to senior high school of the 2014 academic year, being a significant difference in educators’ perception in the application of school marketing strategies in Keelung City, New Taipei City and Taipei City. . 5.There were positive significant correlations among all dimensions of the impacts of the entrance system for senior high schools in Twelve-year Basic Education and the application of school marketing strategies. 6.In terms of the unified prediction rate, “school management” to “Product strategy” was the highest.

Based on the findings, some suggestions were proposed to senior high schools, the educational authorities concerned and the further researches respectively.

Keywords: Twelve-year Basic Education, entrance system, school marketing strategy