一所私立小學學校行銷策略之個案研究

A case study of school marketing for a private elementary school

本研究之目的在探討花蓮地區一所私立小學之家長選擇學校就讀的因素、學校行銷策略的作為、困難與解決方式以及具體成效。本研究以個案學校之校長、主任、教師及學生家長做為本研究之重要受訪對象。研究中透過質性研究之訪談法及文件分析方式，來獲取研究資料的蒐集與分析。本研究獲致以下結論：（一）個案小學採取多元互動行銷策略： 包括平面媒體和有線電視；主動承辦校外多項大型活動，增加學校知名度；學校行政資訊全面電子化，行政合併活動單純化；行政人員與教師之間溝通積極而密切;家長志工願意參與學校教育。（二）個案小學的行銷策略的困境包含學費過高、編制不足與校園開放安全問題；因應策略則包含提升教學品質、推動教師專業發展評鑑等；行政人員整合學校活動減輕老師負擔。（三）個案小學行銷成效：學校展現辦學特色、教師積極參與專業發展與學生有良好生活教育。

This study aimed to investigate a private elementary school in Hualien area. It analyzed conducts of this case school marketing strategy, dilemmas and solutions, and produced marked effects. This case regarded the school principal, director, teachers and parents as the main respondents in this study. According to the study of qualitative research of interviews and document analysis methods, it could obtain research data collections and analysis. In this study, the following conclusions were attainable: 一、The case use multiple marketing strategy conducts: 1. Owning many media resources, including print media and a cable television; 2. Undertaking the large activities could increase the school visibilities with curriculum diversifications; 3. Fully electronic information in school was used and made activity mergers and simplifications by administrations; 4. Communication between teachers and administrative staffs were actively and closely. 5. Parents and volunteers were willing to participate in school education and paid much care for other students. 二、The dilemmas of school marketing :1. A tuition was high and parents had the financial burdens; 2. Administrative staffs and teachers in the preparations got the manpower shortage and heavy workload. 3. Communities required the unrestricted open a campus but worried security. The marketing strategy solutions: 1. Improving the qualities of school education would strengthen the identity educational philosophy; 2. Implementing the teachers' professional and development evaluations could bring the teaching team strength; 3. Administrative staffs combining school activities could decrease the burden on teachers. 三、The effects of school marketing strategy: 1.A school with good reputation could create the better humanity environment; 2. Teachers became more involved and created the good learning atmospheres; 3. Schools could bring up the students with fully temperament and accomplishment then showed the humanity grace.