臺灣地區國民小學學校行銷研究發展分析與展望：2002～2013年

The Development and Prospects of Researches for Elementary School Marketing in Taiwan: From 2002 to 2013

本研究主要目的在瞭解臺灣地區國民小學學校行銷研究發展情形，採內容分析法，將2002～2013年小學階段學校行銷研究之學位論文分成三期（2002～2005年、2006～2009年、2010～2013年）加以分析、探究，除藉此瞭解國民小學學校行銷研究在不同時期在研究數量、研究主題、研究對象、研究典範、研究目的取向、學校行銷與其他變項之間的相關情形、特色及發展趨勢外；亦希望透過內容探究，提具結論與建議，作為未來研究之參考，及提供國小相關單位與人員予規劃學校行銷策略時之思考方向，期能以更周全的行銷策略提昇學校行銷效能，有效達成學校教育目標。

The aim of the study was to explore the development of the empirical researches for elementary school marketing in Taiwan. The unpublished doctoral dissertations and master theses between 2002 and 2013 relevant to the topics were reviewed and collected for content analysis. According to the published year， the material was divided into three phrases (2002~2005， 2006~2009， and 2010~2012) for analyzing and probing into the research quantities， topics， methods， subjects， paradigms， the relationship among varieties， characteristics， and developing trends in different phrases. Conclusions and suggestions were proposed as the references for the future researches and related units of elementary schools to blueprint the school marketing strategies in the hope of achieving school education goals and improving the marketing efficacy