學校行銷研究之發展分析：EBSCO 期刊資料庫論文的探索

The Development of Researches on School Marketing: An Exploration of Journal Articles from EBSCO Database

近 30 年來，學校行銷議題的相關研究蓬勃發展，累積許多的研究成果，值得進行整合分析，以了解學校行銷議題的研究現況、發現、趨勢與缺口。在研究方法上，採用內容分析法，分析EBSCO 資料庫於1981 至 2012 年所蒐集的 90 篇學校行銷議題的論文。本研究發現，學校行銷議題的研究在行銷向度、研究方法、學校層級、研究對象與學校性質上的分布並不均衡，偏向質性典範、論述性方法、國小層級、無分公私的性質、無特定的對象與外部行銷，故未來研究可朝目前較被忽略的缺口來努力。根據不同時期研究成果的比較，指出學校行銷研究一些發展的趨勢，而且大多數的學校均未有完整的策略性行銷規劃，這些都值得學校在進行行銷規劃時加以留意與修正。

For the past three decades, the number of researches on school marketing was growing rapidly. The research outcomes accumulated is a good resource and worthy of performing an integrated analysis to understand the current status, findings, trends and gaps on the issue of school marketing. 90 papers, published during the period of 1981- 2012 and gathered from EBSCO database, were analyzed by content analysis. It is found that the distribution of school marketing issues is not balanced, including marketing dimension, method used, school level, subject of interest and school nature. Papers gathered are inclined to be qualitative, descriptive, elementary level, non-public or non-private school in nature, unspecified subject, and external marketing. In the future, researchers could put more efforts into the gap which is ignored. According to the comparison between different time periods, this review shows the research trend on school marketing. It is found most of the schools discussed in the papers do not have a complete strategic marketing plan. This question is worthy of paying more attention to and doing some revision, while a school is carrying out marketing planning.