國民小學創新經營與學校效能關係之探討-學校行銷之調節效果

The Relationship between Innovative Management and School Effectiveness in the Elementary Schools:The Moderating Effect of School Marketing

隨著環境改變，學校面臨教育市場化競爭，學校經營需要融入創新管理思維，發展學校特色與突顯優勢，透過學校行銷傳達給內外部顧客，爭取顧客的認同支持，與其他競爭學校有所區隔，以提升學校效能，因此學校創新經營與學校行銷是相當重要的議題。本研究依據價值創造理論的觀點，主要目的在探討學校創新經營與學校行銷對於學校效能之影響，並進一步檢視學校行銷之調節效果，研究結果發現學校創新經營與學校行銷對於學校效能有顯著正向的影響，內部行銷與互動行銷對於學校創新經營與學校效能間之關係有部分顯著之調節效果。

Because of the changing environment, the schools are now facing competition from marketization of education. To promote school effectiveness and differentiation, educational organizations have to innovate new thinking on management, develop their own features, and demonstrate their advantages. Through the school marketing, schools will be able to deliver the messages to internal and external customers and win the support and identity from customers. Accordingly, school innovative management and school marketing have become two important issues nowadays. Based on the perspective of value creation theory, this study is to explore how the school effectiveness is influenced by the innovative management and school marketing. Furthermore, the potential moderating effect of school marketing will be examined in this study. The results show that there are significant and positive relationships between innovative management, school marketing, and school effectiveness. This study also proves that internal marketing and interactive marketing play the moderating roles in the relationship between innovation management and school effectiveness.