教育市場化與行銷思維策略之案例分析探究

The Case Study on the Thoughtful Strategies from the Issues of Educational Marketing and Marketization

本研究的目的主要探討在教育市場化下，教育行銷議題對教育行政人員的思維與策略分析。本文透過文獻分析聚焦教育行銷的概念即有學校功能（教學角色）、服務對象（顧客導向）與社會利益（社會功能），三者分別形成三角共構的關係。同時探討策略性行銷的理念內容，簡易區分為內部性與外部性，因此對仗到前述三角共構之內容，形成本文所欲探討的六大行銷策略主軸，即是創意思考行銷策略、危機行銷策略、服務思維行銷策略、市場導向行銷策略、策略聯盟行銷策略、聲望口碑行銷策略，本文分別就其內容探討、個案探討研究、領導者應有作為等架構依序分析敘述；這也是現階段學校領導者或教育行政團隊所必須深思、面臨考驗甚至於積極因應的作為。本文同時指出教育行銷議題適應臺灣文化脈絡的困難，藉此提出教育領導者的意志力、政治力與財力是誰動教育行銷策略的成敗關鍵，本文結論指出對教育行政者所須領導能力的期許，進而在市場化的挑戰下，成為一位組織文化變革者。

This research aims to explore as a whole how educational marketing issues have influenced those education strategies from the institutional staffs' points of view. In aspects such as, but not limited to, the process of educational marketing concept mainly includes school function, service clients and social welfare. From the practical implementation, the interaction between internal marketing and external marketing, strategically educational marketing contents are explored in this paper. It also gives an overall review and discusses six constructive programs about marketing strategy. They are analyzed as the following: creative idea marketing strategy; dealing crisis out marketing strategy; client-oriented service marketing strategy; market-oriented marketing strategy; alliance marketing strategy and reputation marketing strategy. Each of them is exampled by the empirical on-site observation and involvement. On the basis of the development of institutional commitment for the administration staffs involved and the thoughts and reflections from the leader involved, this research elaborates on everything from the background and the outcome of this program to the reflections on Taiwan's education system at large. It is hoped that, with the suggestions put forward in the end, Taiwan institutions will be able to improve its entire education framework and construct an environment more efficiency and effectiveness to future implementation of school development. Three key issues raised by the end of this paper are leader determination, political influence and finance support. It is also hoped that, from the challenge of education marketization, school leaders are expected as the key person of cultural transformation while facing the operations of educational marketing.