學校行銷與學校效能關聯之探討：採後設分析結合結構方程模式之驗證

Exploration of the Correlation between School Marketing and School Effectiveness: Verification using Combination of Meta-analysis and Structural Equation Modeling

教育生態邁向市場化的競爭，如何做好行銷以及展現良好的效能成為學校經營重要的課題。本研究旨在探究學校行銷和學校效能的關聯，並檢視其影響力道。以國家圖書館資料庫系統為範疇，針對歷年迄今的學校行銷與學校效能相關的論文共25篇進行後設分析，並結合結構方程模式的技術來檢驗模式。研究結果顯示內部行銷、外部行銷與學校效能間具有高度相關，且屬於中等以上的效果量。「學校行銷影響學校效能結構模式」的整體適配度良好，內外衍變項間具有高度的直接效果。最終，研究的歷程與結果，提供教育人員、教育主管機構與後繼研究者若干建議。

As the competition of education ecology goes to marketization， how to do marketing well and show good effectiveness has become an important issue for school managers. The purpose of this study is to explore the correlation between school marketing and school effectiveness， and examine the extent of its influence. Based on National Central Library database， 25 researches on school marketing and school effectiveness， published from the past to the present， were collected and analyzed by meta-analysis， and the technique of structural equation modeling was added to examine the model. It is found that there is a high correlation between internal marketing， external marketing， and school effectiveness， and the effect size is medium. The tests of the overall model fit show that “the structural modeling of school marketing has an impact on school effectiveness” is a good fit. There is a high direct effect between endogenous variables and exogenous variables. Finally， it is hoped that this research process and result could provide some recommendations for educators，education authorities， and future researchers.