| Abstract: | The purpose of this study was to discuss the effect of technological and vocational school recruitment marketing strategy to senior high students’ school-selected factors in Taichung, Changhua, and Nantou area. To achieve the above purpose, this study took students in Taichung, Changhua, and Nantou area as sample and used random sampling method to select 600 employees. There was a total 520 returned questionnaires with 484 valid ones, and the valid returned rate was 80.10%. We then adopted descriptive statistical analysis, exploratory factor analysis, item analysis, t-test, one-way ANOVA, and regression analysis for statistical analysis.
The results were shown as follows: First, channel strategy was the most important one of technological and vocational school recruitment marketing strategy, and senior high students had better cognition in price strategy than technological and vocational ones. Second, students from different number of school classes had different level of cognition in price strategy, people strategy, and marketing strategy, and employment-oriented was the most important one of school-selected factors. Third, students with different school’s attributes had different level of cognition in living-oriented, and students with different school’s attributes had different inhabited area had different level of cognition in reputation-oriented. Forth, students from different number of school classes had differences among living-oriented, learning-oriented, reputation-oriented, and general school-selected factors. Finally, technological and vocational school recruitment marketing strategy had positive effect to senior high students’ school-selected factors. |
