本研究從高等教育行銷的特質出發， 依文獻中指出大學行銷具有的特質再就各領域的相關文獻探討， 並找出相對應於各項特質，大學應能採取的行銷作為，經實證結果顯示各項特質大多得到證實。 因素分析的結果，可將大學行銷的特性歸納為社會使命╱專業人士因素、 顧客成熟度因素、不可分離性因素、功能品質因素、信任品質因素、無形性因素等六項。 除了在信任品質因素未得到證實外， 實證顯示大學行銷具有本研究所提出的特性。 將受訪樣本依學校別計算績效得分與行銷作為得分，發現行銷作為得分較高者， 該校的學生之品牌忠誠度得分愈高，口碑溝通頻率高，口碑愈佳， 再將樣本依行銷作為得分的高低分成兩群，比較其在績效上的得分，也得到統計上的顯著差異水準， 顯示本研究提出的行銷作為的確與行銷績效有顯著的相關。

本研究是以顧客導向為出發點，探討學校網站服務品質衡量模式、學校與系所網站功能架構，以及發展學校網站服務品質量表，並以學校網站服務品質衡量構面實作一系所網站探討是否達到服務品質。經由兩次問卷的分析結果，最後所得到的構面為「瀏覽便利」、「學習輔助」、「主動表白」、「連結固定」、「回應性」、「安全性」、「吸引性」、「互動、協調與額外功能」、「個人服務支援」、「資訊價值」、「可靠性」、「凝聚使用」、「完整與顯示」、「溝通與體貼」。而經過資料分析，透過服務品質觀點所建置地新系網評估後，服務品質較舊系網有顯著地提昇。

本研究旨在瞭解當前高中生對於選擇大學的考慮因素以及選校偏好，首先，要瞭解高中生選擇大學考量因素之現況；其次，探討不同變項對選校因素的差異情形；最後，分析高中生對不同大學分類之偏好。本研究以98年度高三應屆畢業班之學生為研究對象，並以自行編製的「大學相似度問卷」，以及修改自國內外重要問卷編製而成之「高中生選擇大學之考量因素調查問卷」為研究工具，有效樣本為782份。根據受試者之填答結果再分別以平均數、標準差、單因子變異數分析、集群分析、因素分析與區別分析等統計方法，進行資料處理。 本研究獲致之結論如下： 一、學生選擇大學較重視個人因素與他人影響。 二、不同背景的學生在大學選擇看法上有差異。 三、選校因素中的細項具有不同的相對重要性。 四、以學術表現及學校特色做為大學分類之依據。 最後，根據研究結果分別提出以下建議： 壹、對大學校院主管之建議 一、校務發展應重視學術表現或創造獨特優勢。 二、掌握學生資訊來源管道，提升招生活動之效率。 三、辦理招生宣傳時，可強化「他人影響」方面的行銷。 貳、對教師及家長之建議 一、依據學生的特性，提供所需的升學資訊。 二、鼓勵學生利用多元管道，以獲得完整的訊息。 三、提供生涯輔導，協助學生瞭解自己的性向與規劃。 參、對後續研究者之建議 一、進行長期研究。 二、運用其他統計方法以獲得更深入的觀點。 三、可進行技職體系及專校方面的研究以進一步探討本研究結果之適用性。 / The main purpose of this research is to explore high school students’ consideration and preference. First of all, is to understand the common situation of college choice of high school students. And then, is to explore the differences between students’ background toward college choices. Finally, is to analyze the high school students’ preference among various universities. There were 782 valid cases, and the returned data were analyzed by statistical methods such as “Mean”, “Standard Deviation”, “One-Way ANOVA”, “Multiple Regression”, “Cluster Analysis”, and “Discriminant Analysis”. The main conclusions are as follows: 1. Individual factors and significant others are the major consideration of college choice. 2. There are obvious differences between students’ backgrounds toward college choices. 3. Each item in distinct factors has different relative importance. 4. High school students’ classifications are primarily based on the academic reputation and the characteristics of colleges. At last, to bring out some concrete suggestions according to the study outcomes as references for presidents of university or deans of college, high school teachers and parents, and correlated study in the future.

The business plan is to establish a company organization in providing financial education training service to aged people to assist them in preparing their retirement (for pre-retired group), or improve the quality of the retirement life (for retired group). The main business scope is to develop a series of training courses with subjects from basic financial management concepts to advance topics, and introduce consultancy services (basic and premium) to customer. Besides that, regular forum and premium forum will be applied to as a tool to communicate with target audience. A SWOT analysis has been conducted to identify the macro and micro environment opportunities and constraints then. Base on the findings, a market research by performing 3-step screening process is carried with 3 parameters: demographic, education level, and geographic. The result shows that the pre-aged (55~64) group lives in Taipei city and New Taipei City is the most potential target market segment. Following the outcome of market research, a marketing mix in responding to the characteristics of the potential market is planned accordingly. Among items within the marketing mix, strategic alliances formed with financial institutes, mass medium, and other financial knowledge training centers are prioritized to be higher rankings due to the effectiveness and efficiency of resource leverage. A sensitivity analysis of financial plan by setting up three models of scenarios (pessimistic, expected, and optimistic) is performed next to determine the feasibility study of the financial outcome and break-even periods. To conclude the business plan, four requirements need to be achieved to reach the success:  More outside fund need to be introduced at start-up  Pay-off time of investments need to be shortened  Operation cost need to be minimized  Differentiation of services need to be created