運用IPA模式改善學校外部行銷策略──以公立國民中學為例

Applying Importance-Performance Analysis to Improve External Marketing Strategy of Public Junior High School

本研究旨在探討桃園市公立國民中學學生家長知覺與期望學校外部行銷策略差異情形，最後探究其重要度與滿意度的情形。本研究以個案學校學生家長為研究對象，採問卷調查法的方式進行施測，以重要度滿意度分析法（IPA）進行資料處理與分析，研究結果發現學生家長對學校外部行銷策略之整體現況，認為重要度與滿意度均持正向肯定的態度，另在學校外部行銷策略構面中，優先改善的策略為方案策略、價格策略及產品策略。

This study aims to examine a case about public junior high school parents’ cognition and expectation to school external marketing strategies in Taoyuan and to find out the differences in the degree of importance and performance. The study focuses on parents by questionnaires analyzed by IPA and shows the following conclusions. According to the investigation, the parents think that the degree of importance and performance toward present status of external marketing strategy is positive. The strategy that needs primarily to be improved is program strategy, price strategy, and product strategy.