本研究旨在瞭解我國大學院校招生之市場區隔與行銷策略之現況，並依據研究結果提出結論與建議，基於研究動機，本研究歸納出以下三個研究目的； 一、瞭解大學院校招生市場中學生背景變項與特性、選校評估準則，以作為招生市場的區隔變數，並藉以瞭解大學院校招生市場區隔之現況與特性。 二、本研究意欲瞭解大學院校招生市場中學生對於選校資訊來源與重要性、學生對於大學行銷策略之重要性知覺以做為大學院校投入行銷作為的重要參考。 三、依據研究所得提出論述給予相關單位參考。 為達上述目的，本研究首先從相關文獻中探討「市場區隔」與「行銷策略」之理論，以此作為本研究之理論基礎，建構本研究之研究架構，並導出研究問題，既以自編之「我國大學院校招生之市場區隔與行銷策略之調查問卷」實施問卷調查，蒐集相關資料。主要研究對象是以台灣12所高級中學之高三學生為範圍，共回收有效問卷1355份。分別以積差相關分析、信度分析、因素分析、描述統計、集群分析、區別分析、變異數分析與事後多重比較、卡方檢定等統計方法對研究資料進行分析，主要發現如下： 一、學生在大學選校系評估準則量表得分高低依序為「設備取向」、「課程取向」、「就業取向」、「生活取向」、「經濟取向」、「聲望取向」，在六點量表上得分為5.180至4.683分，皆屬良好程度。 二、學生在大學行銷作為知覺調查量表得分高低依據為「通路策略」、「價格策略」、「產品策略」、「促銷策略」，在六點量表上得分為5.112至4.634分，皆屬良好程度。 三、不同「性別」、「就讀類組」、「高中區位」的選校系評估準則各向度上，學生有顯著差異。 四、不同「性別」、「就讀類組」、「高中區位」的大學行銷作為知覺各向度上，學生有顯著差異。 五、不同「性別」、「就讀類組」、「高中區位」在四集群學生中，皆有顯著差異。 六、不同集群學生在大學選校系評估準則上有其各自的共同傾向。 七、不同集群學生在大學大學資訊來源上有其各自的傾向。 八、不同集群學生在大學行銷作為知覺上有其各自的共同傾向。 最後依據研究結果、討論及結論，針對「教育行政機關」、「大學院系」、「高中學生」以及「未來相關研究」等四個方向提出建議，作為相關研究及實務之參考。 關鍵詞：大學院校、招生市場、市場區隔、行銷策略 / A Study of the Market Segmentation and Marketing Strategies on University Recruiting Market in Taiwan Abstract The research is to realize the current situation of the market segmentation and marketing strategies on the University Recruiting Market in Taiwan, and to forward conclusions and suggestions according to the results. Based on the motivations, it can be categorized into four purposes: 1.to realize the current situation and the related factors of market segmentation in recruitment of students in Taiwan universities. 2.to realize the current situation and the related factors of marketing strategies of recruitment of students in Taiwan universities. 3.to present, according to the results, constructive suggestions to the administration, the universities and colleges, and the senior high school students, serving as a reference in the management of enrollment strategies. To achieve the aims mentioned above, the research starts from exploring the theories of market segmentation and marketing strategies through related papers and articles, from which the fundamental theory is formed, the framework constructed, and the research questions derived. In order to gather related data and information, it is followed by sending out the self-made questionnaire on “the market segmentation and marketing strategies on the University Recruiting Market in Taiwan”. The researcher intends to restrict the targets within the range of senior high students in Taiwan. Thus, 1355 valid copies are collected. After the data have been carefully studied by using statistical methods of product-moment correlation analysis, reliability analysis, factor analysis, descriptive statistics, cluster analysis, discrimination analysis, analysis of variance, afterwards hierarchical comparison, chi square test, etc., the main discoveries are as follows: 1.It is noted that on the six-point rating scale of university selection criterion, the students score between 5.180 and 4.683 points, which is reasonably well. 2. .It is noted that on the six-point rating scale of university marketing behavior perception, the students score between 5.112 and 4.634 points, which is reasonably well. 3.Different background variable make a lot of difference in the university selection criteria. 4. Different background variable make a lot of difference in the university marketing strategies. 5. Different background variable make a lot of difference within the four cluster students. 6.Different cluster students have their own inclination in the university selection criteria. 7. Different cluster students have their own inclination in the university information sources. 8. Different cluster students have their own inclination in the university marketing strategies. Finally, based on the results discussion and conclusions, the researcher advances the suggestions on “Institute of Educational Administration”, “The Universities and College in Taiwan”, “The Senior High School Students” and “Related Research in the Future”, hoping that they can be of referential value as far as related research and practice are concerned. 【keywords】University, Recruiting Market, Market Segmentation, Marketing Strategies