國民中學學校行銷策略與學校效能之研究-以臺北市為例
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2014
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本研究旨在探討臺北市國民中學教師的背景變項（年齡、性別、教育背景、教學年資、行政年資、兼任職務、學校規模）、學校行銷策略與學校效能之間的關係。本研究以臺北市公立國民中學教師571人為研究樣本，所使用之研究工具為自編之「臺北市國民中學學校行銷策略與學校效能問卷」包括「基本資料」、「學校行銷策略量表」及「學校效能量表」。資料分析方法包括多變項變異數分析、多元迴歸分析、逐步迴歸分析及典型相關分析等。研究發現如下：
一、國民中學教師對於學校行銷策略現況的知覺程度，屬中高度認同。以運用「人員策略」為最被臺北市國民中學教師認同的學校行銷策略方式。
二、國民中學教師對於學校效能現況的知覺程度屬中高度認同。以「教師教學」的層面上，為國民中學教師知覺學校效能的呈現最高得分，具高度的認同。
三、不同年齡、性別、教學年資、行政年資、兼任職務、學校規模之臺北市國民中學教師在學校行銷策略知覺上有顯著差異，但不同教育背景之臺北市國民中學教師在學校行銷策略知覺未達顯著差異。
四、不同年齡、教學年資、行政年資、兼任職務、學校規模之臺北市國民中學教師在學校效能知覺上有顯著差異，但不同性別、教育背景之臺北市國民中學教師在學校效能知覺未達顯著差異。
五、以學校行銷策略對於學校效能的預測力為78.6%。
六、臺北市國民中學教師學校行銷策略解釋學校效能其徑路為下列三種：
1.由學校行銷策略的推廣策略而影響到學校效能的行政領導。
2.由學校行銷策略的人員策略而影響到學校效能的公共關係。
3.由學校行銷策略的形象策略而影響到學校效能的教師教學。
研究者根據研究結果，提出對教育行政機關、學校教育人員及研究方向提出建議，提供未來研究者做為參考。
The purposes of this study is to explore Taipei junior high school teachers’ background variables (age, gender, educational background, years of teaching, administrative seniority, part-time job, school size), the relationship between the school marketing strategies and school effectiveness. This study is sampled from 571 teachers of Taipei municipal junior high school by using " Scale of School Marketing Strategies " and "Scale of School Effectiveness." Data were analyzed using multivariate analysis of variance, multiple regression analysis, multiple stepwise regression analysis, and canonical correlation. Study results as below: 1.Junior high school teachers for the degree of perceived status of school marketing strategies, is highly recognized. To use "Personnel Strategy " as the most recognized Taipei junior high school teachers in the way marketing strategies. 2.Junior high school teachers for the degree of perceived status of school effectiveness, is highly recognized. To the level of "Teachers Teaching" for junior high school teachers' perception of school effectiveness with the highest score, with a high degree of recognition. 3.Different age, gender, years of teaching, administrative seniority, part-time positions, junior high school teachers in Taipei has a significant difference in the school marketing strategies perception, but different educational backgrounds in school marketing strategies perception doesn’t show as obvious. 4.Different age, years of teaching, administrative seniority, part-time positions, junior high school teachers in Taipei has a significant difference in the school effectiveness perception, but different gender educational backgrounds in school effectiveness perception doesn’t show as obvious. 5.Forecast school effectiveness different percentage in school marketing strategies is 78.6%. 6.The three ways to Taipei junior high school teachers’ school marketing strategies to explain school effectiveness is “ Promotion Strategy affects to Executive Leadership, Personnel Strategy affects to Public Relations and Image Strategy affects to Teachers Teaching.” Based on the results the researcher puts forward suggestions for educational administration, school personnel and research directions, provides future researchers as a reference.
The purposes of this study is to explore Taipei junior high school teachers’ background variables (age, gender, educational background, years of teaching, administrative seniority, part-time job, school size), the relationship between the school marketing strategies and school effectiveness. This study is sampled from 571 teachers of Taipei municipal junior high school by using " Scale of School Marketing Strategies " and "Scale of School Effectiveness." Data were analyzed using multivariate analysis of variance, multiple regression analysis, multiple stepwise regression analysis, and canonical correlation. Study results as below: 1.Junior high school teachers for the degree of perceived status of school marketing strategies, is highly recognized. To use "Personnel Strategy " as the most recognized Taipei junior high school teachers in the way marketing strategies. 2.Junior high school teachers for the degree of perceived status of school effectiveness, is highly recognized. To the level of "Teachers Teaching" for junior high school teachers' perception of school effectiveness with the highest score, with a high degree of recognition. 3.Different age, gender, years of teaching, administrative seniority, part-time positions, junior high school teachers in Taipei has a significant difference in the school marketing strategies perception, but different educational backgrounds in school marketing strategies perception doesn’t show as obvious. 4.Different age, years of teaching, administrative seniority, part-time positions, junior high school teachers in Taipei has a significant difference in the school effectiveness perception, but different gender educational backgrounds in school effectiveness perception doesn’t show as obvious. 5.Forecast school effectiveness different percentage in school marketing strategies is 78.6%. 6.The three ways to Taipei junior high school teachers’ school marketing strategies to explain school effectiveness is “ Promotion Strategy affects to Executive Leadership, Personnel Strategy affects to Public Relations and Image Strategy affects to Teachers Teaching.” Based on the results the researcher puts forward suggestions for educational administration, school personnel and research directions, provides future researchers as a reference.
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國民中學教師, 學校行銷策略, 學校效能, Junior High School Teachers, School Marketing Strategies, School Effectiveness