特色學校行銷策略之個案研究—以彰化縣一所特色學校為例

Abstract

本研究旨在探究一所公立特色小學實行學校行銷策略之歷程、現況、所遇困境、解決之道及成效。為達研究目的與待答問題，本研究採取質性研究，以彰化縣田日國小（化名）為個案對象，針對田日國小教職員工與家長進行約一小時左右之半結構型訪談，並輔以文件分析與觀察；再者，彙整、歸納及分析各式相關資料，並進行討論與分析；最終，彙覽研究結果與分析，歸整出研究結論，並進一步提出建議以供相關單位及人員日後參考。依據研究結果，獲致諸項結論，茲分述如下：一、個案學校秉持著教育為本之理念，諸多年來皆以產品策略為主軸，並妥善運用外部行銷策略、內部行銷策略、互動行銷策略，逐漸發展出了一套行銷策略應用之雛形，形成獨有之學校行銷策略金三角。二、個案學校實行學校行銷策略之歷程為：策略評估、策略擬定與執行、策略擇捨。首先進行自我分析，以瞭解優劣勢及資源，再以此為基礎進行策略思量與評估，擇取出適當之行銷策略，並且依其成效、時局、階段性規劃等彈性調整與擇捨各策略，以利達成最佳行銷成效。三、個案學校之行銷主軸與理念係秉持學校初衷，以特色課程為主軸，並依循著學校行事曆辦理各式活動，執行著既定之學校宣揚事務，而並未因校長更替而朝夕令改。四、個案學校善用溝通、激勵、增能、合作、行政支持等方式，以化解行銷策略實行前期之困境，營造積極正向之學校文化與風氣，促使全校成員團結一心，教師流動率低且行政穩定，其便有助於學校事務之推行。五、個案學校妥善應用各式行銷策略，成功化解減班危機，並塑造良好且專業之學校形象，深獲校內外肯定，如此便有助於資源或經費挹注，亦更加深化教職員工之認同感，進而激勵學校創增更多教育價值與效能，促使學校經營走向永續化與精緻化。最後根據上述研究結果，提出以下研究建議，以供學校、相關單位及未來研究者參考。一、對於學校之建議 （一）鼓勵教職員工進行學校行銷策略理論之增能，以增進其理論基礎。 （二）建立行銷成效回饋機制，瞭解何以策略成效較佳，以供後續行銷決策參考。 （三）將家長納入行銷決策一角，以直擊目標對象之需求與理念。 二、對未來研究者之建議 （一）未來研究場域可針對多所特色學校進行探究，甚至是可擴及至普通學校或其他學制之學校。 （二）未來研究方法可採以混合研究法，促使研究結果更加完善，或採以行動研究法，以瞭解脈絡、歷程，提升研究之信實度與全面性。

This research aims to explore the course, current situation, predicament, solutions and results of a school marketing strategy in a public featured primary school. In order to achieve the purpose of the research and the questions to be answered, this study adopts a qualitative research, taking Tianri Elementary School in Changhua County as the case object, conducting structured interviews with the staff and parents of Tianri Elementary School for about one and a half hours, supplemented by document analysis and observation. Furthermore, collect, summarize and analyze various relevant materials, and conduct discussion and analysis. Finally, overview the research results and analysis, summarize the research conclusions, and make suggestions for relevant units and personnel for their reference.Based on the research results, various conclusions were summarized as following:1. The case school persist in carrying out faith in education as the foundation, having been focused on product strategy for many years, and properly used external marketing strategy, internal marketing strategy and interactive marketingstrategy, and gradually developed a prototype of marketing strategy application, forming a unique School Marketing Strategy Golden Triangle.2. The implement school marketing strategy program of the case school is as following: Strategy evaluation, strategy formulation and implementation, strategy selection. First, conducting a self-analysis to find out the strengths, weaknesses and resources, in the process of making strategic consideration and evaluation on a basis, select an appropriate marketing strategy, and flexibly adjust and choose each strategy according to its effectiveness, current situation, and phased planning. In order to achieve the best marketing effect.3. The marketing axis and philosophy of the case school adheres to the original intention, taking the featured courses as the axis, and following the school calendar to arrange various activities, implements the established school publicity affairs, and does not change overnight due to the replacement of the principal.4. The case school makes the most of communication, motivation, empowerment, cooperation, administrative support for resolving the difficulties in the early stage of marketing strategy implementation, create a positive school culture and atmosphere, and promote the unity of all school members. The turnover rate of teachers being low and the administration is stable, which will benefit the implementation of school affairs.5. The case school properly applied various marketing strategies, successfully resolved the crisis of class reduction, and created a good and professional school image, establishing a good reputation from inside and outside school. It will be helpful for pouring the resources and funds into school, and further deepen the sense of identity of the teaching staff, thereby encouraging schools to create more educational value and efficiency, and promote school management to be sustainable and refined.Finally, according to the above research results, research suggestions are put forward for the reference of schools, related units and future researchers.1. Advice for schools（1）Encourage faculty and staff to conduct promotion for the school's marketing strategy theory to enhance its theoretical foundation. （2）Establish a marketing effect feedback mechanism of marketing effect to understand which the strategy is more effective for succeeding marketing decisions. （3）Include parents in marketing decision maker to meet the needs and idea of target object directly. 2. Advice for future researchers （1）The future research field can be explored against multiple characteristic schools, even extended to ordinary schools or schools with other systems. （2）Future research methods can adopt a mixed research method to make the results more perfect, or carry out an action research method to understand the context and process, enhance the reliability and comprehensiveness of the research.