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博碩士論文 etd-0729102-101102 詳細資訊
Title page for etd-0729102-101102
論文名稱
Title
高雄市國中生選填志願影響因素之研究
The reasear of influence factors on the futher intentions and determinations of Kaohsiung Junior High School students
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
113
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2002-07-24
繳交日期
Date of Submission
2002-07-29
關鍵字
Keywords
目標市場、市場區隔、考量因素、學校行銷
market segmentation, target market, factors of intentions and determinations, school market
統計
Statistics
本論文已被瀏覽 5698 次,被下載 5075
The thesis/dissertation has been browsed 5698 times, has been downloaded 5075 times.
中文摘要
摘 要
教育是人力資源培育的源頭,本研究主要目的是從行銷導向的觀點,了解高雄市國中生選填志願行為中,其資訊主要來源、影響力主要來源、選填志願時優先考量的因素,另藉由市場區隔分析技術,探討並了解高中職招生市場中,學生的各項特性,並以此建議各類型學校招生目標的選擇,招生策略的重點及招生活動的擬定,發展本身的特色。
藉由市場區隔、優先選擇學校類型、資訊來源、影響力來源等分析,建議普通高中的招生目標為:集群三(理想取向)、集群一(出路取向),學區、住區位於商業區,父母親教育程度為大專院校以上,學業成績為前10名者為最優先對象;資訊的傳遞以透過,家人/親戚為最優先,其次為高中職校之簡介資料、國中老師、國中同學;對其有影響力者除自己外,其次為母親,再其次為父親;要強調畢業後出路(升學輔導)、離家遠近,另要強調學生素質及歷年聯考錄取分數排名,師資陣容也是強調的重點。職業類科招生目標為:集群一、集群三,學區、住區位於漁工業區,父母親教育程度為國中以下,經濟狀況為中低收入,學業成績為21名以後者為最優先對象;資訊的傳遞以透過,高中職校之簡介資料為最優先,其次為家人/親戚、國中老師、國中同學;對其有影響力者除自己外,其次為母親,再其次為同學/朋友;要強調畢業後出路(就業輔導及升學輔導並重)、離家遠近,另要強調生活便利性及歷年聯考錄取分數排名,升學比例也是強調的重點。綜合高中招生目標為:住區、學區以漁工業區,父母親教育程度為高中職者,經濟狀況為中低收入,學業成績為11-20名者為主要對象;資訊的傳遞以透過,高中職校之簡介資料為最優先,其次為家人/親戚、高中職校來校宣導老師、國中老師;對其有影響力者除自己外,其次為母親,再其次為父親;要強調畢業後出路、離家遠近,另要強調生活便利性,學生素質、歷年聯考錄取分數排名也是強調的重點。


Abstract
Abstract
The origin of Human Resource is education. In terms of marketing, the purpose of this study is to understand the main sources of information and influence as well as the priority of factors on the future intentions and determinations of junior high school students in the target market. Besides, Discussed and understood by way of Market Segmentation Analysis Technology, various sorts of students’ characteristics affect on the recruitment on senior high and vocational high school students. Followed by the above analyses, there are some suggestions are concluded to the options of goals, the main focus of strategies and the plan of related activities on student recruitment, ought to think how to develop their own characteristics.
Through the analyses of Market Segmentation, the priority of school types, the sources of information and influence, the outcomes are concluded to suggest the goals to recruit senior high school students will be focused on students which are Cluster 3 (ideal-approached), Cluster 1 (career-approached), living in the neighborhood of business areas, and whose the educational levels of parents are ranged above college; moreover, the grades of students are ranged within top 10 will have the priorities. As to the deliveries of information, family or relatives will be the first and best choice. Then, by way of the DM of senior high and vocational high schools, teachers and classmates will be in junior high school. Except for students themselves, those who are influential will be mother, and then father will comes after mother. Meanwhile, it is important to emphasize consultancy on future career, the distance from school, the peer quality, the ranges of Joint Entrance Exams for years and the faculty.
The goals to recruit vocational high school students will be as follows: students who belong to Cluster 1, Cluster 3, who live in industrial or port areas, whose parents only received education below junior high school with mid-low payment and the students will be ranged after 21 in their class. As to the deliveries of information, family or relatives will be the first and best choice. Then, by way of the DM of senior high/vocational high schools, teachers and classmates in junior high school. Except for students themselves, those who are influential will be mother, father and then classmates. Meanwhile, it is important to emphasize consultancy on future career (consultancy on further study), the distance from school, the convenience of living, the ranges of Joint Entrance Exams for years and the percentages of further study to gradated students.
The goals to recruit complex type of senior high school students will be as follows: students who live in industrial or port areas, whose parents finished senior/vocational high school education with mid-low payment and the students will be ranged within 11 to 20 in their class. As to the deliveries of information, family or relatives will be the first and best choice. Then, by way of the DM of senior high/vocational high schools, teachers from senior/vocational high schools, their own junior high school teachers. Except for students themselves, those who are influential will be mother, and then father will comes after mother. Meanwhile, it is important to emphasize consultancy on future career, the distance from school, the peer quality, the ranges of Joint Entrance Exams for years.


目次 Table of Contents
目 錄
第一章 緒論……………………………………………………………..1
第一節 研究動機…………………………………………………….…1
第二節 研究目的…………………………………………………….…3
第二章 文獻探討……………………………………………………….4
第一節 學校行銷……………………………………………………..4
第二節 消費者決策過程模式………………………………………..12
第三節 市場區隔分析…………………………………………..……18
一、市場區隔變數……………………………………………..……18
二、有效區隔化的條件…………………………………………..…19
三、選擇目標市場…………………………………………..………19
四、差異化工具………………………………………………..……21
五、市場區隔在學生選填志願時考量因素的應用………..………..22
第三章 研究方法……………………………………………..……….24
第一節 研究架構……………………………………………..……….24
第二節 研究對象…………………………………………..………….25
第三節 研究工具…………………………………………..………….29
第四節 資料處理…………………………………………..………….31
一、統計方法……………………………………………..…………31
二、市場區隔分析流程……………………………………..……….32
第四章 結果分析………………………………….…………………..34
第一節 升學考量之相關問題………………………….…………….34
第二節 個人背景與學校選擇………………………….…………….45
第三節 個人背景與資訊來源……………………………………….48
第四節 個人背景與影響力來源…………………………………….51
第五節 個人背景與選填志願優先考量……………………………55
第六節 市場區隔……………………………………………………..61
壹、招生市場區隔的劃分…………………………………………61
一、 以因素分析法萃取共同因素……………………………….61
二、 以集群分析法進行市場區隔……………………………….63
三、 以區別分析法檢定分群效果……………………………….64
貳、招生市場區隔的描述…………………………………………65
一、 學生選填志願時所著重因素……………………………….65
二、 各集群卡方檢定分析……………………………………….68
第五章 結論與建議……………………………………………………76
第一節 結論……………………………………………………………76
第二節 建議……………………………………………………………81
一、對學校及教育主管單位的建議…………………………………81
二、對未來研究方向的建議…………………………………………90
第三節 研究限制………………………………………………………91
參考書目…………………………………………………………………92
一、中文部份…………………………………………………………..92
二、英文部份…………………………………………………………..94
附錄一 附表……………………………………………………………..98
附錄二 研究問卷……………………………………………………...110

圖 目 錄
圖2-2-1購買行為模式……………………………………………………12
圖2-2-2消費者作決策時所牽涉的連續組合…………………………….15
圖3-1-1本研究理念架構…………………………………………………24
圖3-4-1市場區隔流程……………………………………………………33


表 目 錄
表2-1-1市場導向的機構規劃的主題…………………………………….11
表2-2-1購買行為的四種類型…………………………………………….13
表2-3-1差異化的變數…………………………………………………….22
表2-3-2考量因素的相關研究……………………………………………23
表3-2-1各取樣學校問卷分配表………………………………………….26
表3-2-2住區分佈表…………………………………………………………..27
表3-2-3性別、父親教育程度、母親教育程度、經濟狀況、學業成績
統整表………………………………………………………………..28
表4-1-1優先考量的學校類型……………………………………………34
表4-1-2資訊主要來源……………………………………………………36
表4-1-3影響力來源………………………………………………………37
表4-1-4你的父母親關心你繼續升學的狀況…………………………….38
表4-1-5遵從誰的選擇……………………………………………………39
表4-1-6是否會去參觀高中職博覽會……………………………………40
表4-1-7選填志願的考量因素……………………………………………42
表4-1-8多元進路手冊自己及父母親是否讀過及了解情形……………..44
表4-2-1優先選擇學校類型卡方檢定………………………………….…45
表4-2-2優先選擇學校類型與背景資料………………………………….47
表4-3-1資訊來源卡方檢定統整表……………………………………….48
表4-3-2資訊來源與學校類型、背景資料……………………………….50
表4-4-1影響力來源卡方檢定統整表…………………………………….51
表4-4-2影響力來源與學校類型、背景資料…………………………….54
表4-5-1選填志願優先順序卡方檢定統整表…………………………….55
表4-5-2選填志願時優先考量因素與學校類型、背景資料……………..59
表4-6-1學生選填志願及學校時所重視的因素………………………….62
表4-6-2各集群學生人數分佈及百分比………………………………….63
表4-6-3區別分析之分類矩陣……………………………………………64
表4-6-4不同集群學生對四項因素的變異數分析……………………….65
表4-6-5各集群學生選填志願時所重視的因素………………………….66
表4-6-6各集群卡方檢定分析統整表…………………………………….68
表4-6-7不同集群學生與選擇學校類型卡方檢定……………………….69
表4-6-8 不同集群學生與選填志願時所重視因素之卡方檢定………….70
表4-6-9 不同集群學生與是否參觀高中職博覽會卡方檢定……………71
表4-6-10 不同集群學生與父母是否關心繼續升學狀況卡方檢定………72
表4-6-11 不同集群學生與不同學區卡方檢定………………………….73
表4-6-12 不同集群學生與不同住區卡方檢定………………………….73
表4-6-13 不同集群學生與學業成績卡方檢定……………………….…74
表4-6-14各集群與選擇學校類型、選填志願時考量因素、
學生背景資料……………………………………………………..75




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