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題名:科技大學創新經營、行銷策略與品牌形象及南部高職學生選校意願之研究
作者:黃玉玲
作者(外文):HUANG, YU-LING
校院名稱:國立屏東大學
系所名稱:教育行政研究所
指導教授:林官蓓
學位類別:博士
出版日期:2021
主題關鍵詞:科技大學創新經營行銷策略品牌形象選校意願university of science and technologyinnovative operationmarketing strategybrand imageswillingness to choose school
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  近50年來,臺灣高等教育的發展歷經高等教育機構的擴充及社會人口結構少子女化衝擊的影響,高等教育的入學機會已經供過於求。2014年之後,臺灣的高等教育進入了退場萎縮期,高等教育的環境已轉趨面臨嚴峻的考驗,技職教育學校的註冊率及學生人數更是媒體關注的焦點,各校為永續經營,莫不積極轉型,發展特色、調整招生系所及招收陸生與國際學生等求生策略。
  本研究旨在瞭解科技大學創新經營、行銷策略與品牌形象及南部高職學生選校意願之現況,不同背景變項的學生對各變項的認知差異情形;其次,分析創新經營、行銷策略與品牌形象及學生選校意願之間的關係;最後,針對各個變項之間的影響進行驗證。本研究採調查研究法,以高雄市及屏東縣高中職學校職業類科109學年度為三年級之學生為本研究之研究對象,採分層抽樣抽取高雄市及屏東縣共17所高中職學校,問卷發出1,289份,回收有效問卷1,172份,問卷有效率為90.9%,蒐集之資料以t考驗、單因子變異數分析、Pearson積差相關及結構方程模式等統計方法進行分析與驗證。
  根據研究結果,歸納主要之研究發現:在現況方面,南部高職學生對於科技大學在創新經營、行銷策略與品牌形象及選校意願的現況,都有達滿意以上的認知。在差異分析方面,不同家庭經濟背景及家長教育程度不同的南部高職學生,對於科技大學創新經營的認知有顯著差異。根據結構方程模式分析,科技大學創新經營對行銷策略、品牌形象及南部高職學生選校意願皆有正向影響,此外,科技大學之創新經營也會透過行銷策略及品牌形象影響南部高職學生的選校意願。
  最後,本研究根據研究結果與發現,據以提出建議,供科技大學及後續研究者參考。
  Due to the rapid expansion of higher education institutions and the continuous decrease in birth rates over the past 50 years, Taiwan faces the oversupply of higher education opportunities. Since 2014, Taiwan has seen a constant decline in higher education enrollment, which has posed a grave challenge to higher education and made the enrollment rate and the number of students of technical and vocational education the focus of media attention. To sustain their operation, higher education institutions have actively sought to transform themselves, develop features, adjust their academic structures, and recruit mainland Chinese and international students.
  This study aims to understand the innovative operation, marketing strategies, and brand images of universities of science and technology, as well as the willingness of students from vocational high schools in southern Taiwan to choose specific universities. Firstly, it examines the differences in perceptions of variables among students from different backgrounds. Secondly, it analyzes the relations between innovative operation, marketing strategies, and brand images, and students’ willingness to choose specific universities. Lastly, it verifies the effects among the relevant variables. This study conducted a survey research on students who were in their senior year of vocational high schools in Kaohsiung City and Pingtung County. It adopted stratified sampling to sample students in 17 vocational high schools in Kaohsiung City and Pingtung County. 1,289 questionnaires were issued, and 1,172 valid questionnaires were returned, resulting in a response rate of 90.9%. The collected data were analyzed and verified with t-test, one-way analysis of variance, Pearson product-moment correlation coefficient, and structural equation model.
  The key findings of this study include: In terms of perceptions, students from vocational high schools in southern Taiwan are generally satisfied with the innovative operation, marketing strategies, and brand images of universities of science and technology, and hold a positive attitude toward choosing specific universities. With regard to differences, there are significant differences in the perceptions of the innovative operation of universities of science and technology among students from different economic backgrounds and whose parents have different educational levels. The structural equation model shows that the innovative operation of universities of science and technology has a positive effect on marketing strategies, brand images, and students’ willingness to choose specific universities. In addition, the innovative operation affects students’ willingness to choose specific universities through marketing strategies and brand images.
  Based on its findings, this study provides suggestions for the reference of universities of science and technology, as well as future studies.
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