| Abstract: | The purposes of this research are to describe the current situation of the marketing strategies that are being used in the private senior high schools in middle Taiwan, and the degree of the importance of the marketing strategies that are recognized, and also to discover the reasons why it is hard to carry out the marketing strategies. The findings of this research may provide lots of useful references for administrators in private senior high schools to make good use of the marketing strategies.
In total, 27 schools were investigated. The 10 main types of the respondents are the school administrative personnel who decide the school policies, such as board of directors, secretaries, as well as those who execute the policies, such as Principals, Directors of Academic Affairs, Directors of Student Affairs, Directors of General Affairs, Directors of Student Counsels, Directors of Practice, Directors of Personnel, and Directors of Accounting.
A total of 270 self-developed questionnaires were distributed, 200 were collected, and 160 were useful. The effective rate was 80%. The results are as follows:
I. The current situation of the marketing strategies that are being used in the private senior high schools in middle Taiwan:
(1) Directors of Recruiting Department mostly hold a concurrent post in a related department.
(2) Directors of Public Relations mostly hold a concurrent post in a related department.
(3) Schools mostly position themselves in helping students pursue higher education first, and skill-training second.
(4) Students? study performance is the main standard for schools to choose their students.
(5) The most effective marketing strategies are considered as ?sending personnel to junior high schools for recruiting?, ?inviting junior-high-school students to visit the school?, ?participating in the exposition of entering senior high schools?, ?using telephone surveys?, ?holding recruiting seminars?.
(6) The reasons why it is hard to carry out the marketing strategies are ?short of full-time personnel?, ?short of funds?, and ?limited specialized ability of full-time personnel?.
II. The degree of the importance of the marketing strategies that are recognized in private senior high schools.
(1) No differences were found among the degree of importance of the marketing strategies that are recognized by various personnel in private senior high schools.
(2) The personnel with master or higher degrees value more on the ?products? of marketing mix than those with bachelor degrees.
(3) ?Place? of marketing mix is more valued by vocational schools or comprehensive schools than ordinary high schools.
(4) Schools located in the city value more on the ?Products? of marketing mix than those located in the countryside. Schools located in the city value more on the ?Promotion? of marketing mix than those located in the province. Schools located in the countryside value more on the ?Place? of marketing mix than those located in the province.
(5) No ?Products?, ?Prices?, ?Promotions?, and ?Physical Presents? of different sizes of private senior high school. However, significant difference were found in ?Place?. The schools with students between 2001 and 3000 are bigger than those with students between 3001 and 4000. |
