眾所皆知，近年來教育部逐漸地以推薦甄試、申請入學、保送入學、聯合大會考…等多元化入學方案制度來推廣傳統大學聯考的淘汰政策。因此，教育制度的改變、國內大學門檻逐漸降低之趨勢，新興大學、科技大學如雨後春筍般接連設立，勢必將造成日後教育市場呈現供過於求，爭搶學生的激烈競爭狀態發生，上述情況不免令人擔憂不已，欲未雨綢繆。 因此，本研究以探討國內大學院校的行銷方式及其作業流程為主旨，嘗試了解各校招生行銷方面的現況與優劣。首先，本文涉獵（1）行銷的本質、環境、策略及應用；（2）非營利組織的行銷的策略概念、規劃與4P；（3）高等教育下大學院校之行銷三大範圍的文獻藉以參考。另外運用行銷價值觀、教育組織市場導向、教育行銷策略和招生成效四大構面，及人口變數為研究架構，採變數之操作定義及衡量，深入探討其之間相互影響的關係與程度。冀望藉由這次的研究，給予國內各大學院校些許的建議，進而對各學校危機應變和競爭力之提昇有所裨益。

For the past decade, Taiwan's education system has gone through a major change process. In higher education system, numbers of institutes as well as students has been tripled, acceptance or entrance rate of freshmen raised to a record high of near 70%. In order to attract “good” students, marketing strategies and promotion activities become hot issues in higher education of Taiwan. The purpose of this study is to understand the interrelationship of Taiwanese higher education institutes' marketing strategies and their student-recruiting efficiency. The authors try to figure out how the “concepts of marketing values,” the “establishment of market-oriented educational organization,” the “marketing strategies of higher education,” and the “student-recruiting efficiency” influence each other. A questionnaire was developed and sent, by mail, to 128 universities/colleges in Taiwan. Dean of Academic Affairs or Head of Research and Development Department was asked to respond himself/herself. The return rate was 32.81%. Data collected were analyzed using SAS. Major findings of this study are: 1. Concepts of marketing values have obvious influence on marketing strategies of higher education. 2. Concepts of marketing values have no obvious influence on the establishment of market-oriented educational organization. 3. Concepts of marketing values have obvious influence on student-recruiting efficiency. 4. There is no sufficient relationship between the establishment of market-oriented educational organization and the marketing strategies of higher education. 5. The establishment of market-oriented educational organization has obvious influence on student-recruiting efficiency. 6. Marketing strategies of higher education have obvious influence on student-recruiting efficiency. 7. Demographics has obvious influence on all four factors, namely, concepts of marketing values, establishment of market-oriented educational organization, marketing strategies of higher education, and student-recruiting efficiency. The conclusion of this study, therefore, discuss the importance of the marketing strategy concepts and promotion activities of higher education institutes in Taiwan that were neglected for too long, now have to be emphasized and be treated as the main tool to be more competitive in the future.