高屏地區高中生對行銷策略之研究─以屏東大學為例

Influence of University’s Marketing Strategy on Senior High School Students in Kaohsiung and Pingtung Areas: A Case of National Pingtung University

本研究旨在探討高屏地區高中生對行銷策略的看法，並提出具體建議，以作為大學對於學校整體行銷的具體作法。本研究採用問卷調查法，以高屏地區十所高二學生為實施對象，並以「大學行銷策略調查問卷」為研究工具。根據問卷調查獲得以下結論：一、高二學生對大學行銷策略現況感到認同；二、高二女生及第一類組學生對大學行銷策略認同度較高。研究者針對結論提出五項建議：一、學校提供便利交通工具；二、提供獎學金提升學生就學意願；三、學校舉辦校園參觀、上課體驗增進學校知名度；四、發展有特色的課程；五、未來研究探討男性學生認同程度較低的原因。

We investigated the influence of universitys marketing strategy on senior high school students in Kaohsiung and Pingtung areas by administering surveys to the second-grade students of 10 senior high schools in Kaohsiung and Pingtung areas. The results are as follows: (a) second-grade senior high school students easily identify with marketing strategies and (b) second-grade senior high school students who are female or in the first academic group easily identify with the marketing strategies of the university. In addition, this paper offers five suggestions: (a) transportation to universities should be convenient; (b) universities that provides scholarships to students can increase student willingness to enroll in the university ; (c) visiting campus and class experience can enhance the popularity of universities; (d) universities should develop characteristic courses; and (e) additional studies should be undertaken to investigate the reason of male students finding it difficult to identify with the marketing strategies.