內部行銷的核心理念及其在高等教育機構變革管理上之應用——以推動教師績效評核方案為例

The core ideas of internal marketing (IM) and the role of IM in the implementation of change management in higher education institutions－Initiating teachers' performance evaluation program as example

近十年來迅速擴充的高等教育機構，在我國正式加入WTO之後，並在出生人口逐年下降的影響下，面臨招生壓力之教育市場選擇的生存危機，如何凸顯學校經營特色以形成持久的競爭優勢，透過內部行銷引入適當的變革管理策略實屬必要。本文透過文獻探討分析內部行銷的核心理念，以釐清內部行銷的概念與範疇；其次，分析內部行銷規劃與策略的運用，並提出相關配套措施，以利內部行銷的有效推展；最後則以高等教育機構推動教師績效評核方案為例，說明內部行銷在高等教育機構變革管理上的應用以供參考。

In recent years, expanding higher education institutions face the survival crisis under the pressure of decreasing population and education market opening after entering WTO. How can the higher education institutions accentuate their own feature to form lasting competitive advantage? It is necessary to inject pertinent strategy like internal marketing into change management. The study explores the core ideas of internal marketing（IM）by literature review to clarify the concept and scope of IM, and analyzes the strategies of IM and relevant accessory issues to direct the IM implementation. The study further presents the example of teachers’ performance evaluation program in higher education institutions to explain the role of IM in the implementation of change management for reference.