本研究旨在探討國民小學組織內部行銷、知識管理與學校效能的關聯性。研究採用調查研究法，以臺灣地區公立國民小學教師為對象，總共發出1154份問卷，回收986份問卷，回收率為85.44%，而有效問卷回收率則為81.72%。正式問卷回收之後，分別以描述性統計、t考驗、單因子變異數分析、皮爾森積差相關、逐步多元迴歸以及結構方程模式等統計方法加以分析。 本研究獲得以下七項結論，分述如下： 一、國民小學組織內部行銷在「凝聚溝通」層面的表現最突出。 二、國民小學知識管理中以「科技設施」層面最獲肯定。 三、國民小學學校效能中以「教師教學」層面最獲認同。 四、不同背景變項在國民小學組織內部行銷、知識管理與學校效能之差異有其脈絡因素存在。 五、國民小學組織內部行銷、知識管理與學校效能三者間具有正向關聯。 六、國民小學組織內部行銷及知識管理的分層面能預測學校效能。 七、國民小學組織內部行銷可直接影響學校效能，亦可間接透過知識管理的中介機制，對學校效能產生正向影響。 最後，根據文獻分析、研究結果與討論，分別就教育行政主管機關、學校教育人員以及未來研究提出建議，以供其參酌。 / The purpose of this study was to explore the relationship between organization internal marketing, knowledge management, and school effectiveness. To obtain this information, 1154 teachers were selected to complete the questionnaire, where 986 questionnaires were returned. The return rate was 85.44% and the valid rate was 81.72%. The data were analyzed by descriptive statistics, t-test, one-way ANOVA, pearson correlation analysis, stepwise regression, and structural equation modeling. The findings of this study are as followings: 1.Among all of the dimensions of organization internal marketing, “Congregate and communication” is the dominant in the elementary schools. 2.Among all of the dimensions of knowledge management, “Technology facilities” is the dominant in the elementary schools. 3.Among all of the dimensions of school effectiveness, “Teachers’ teaching” is the dominant in the elementary schools. 4.The differences of the background of organization internal marketing, knowledge management, and school effectiveness have the context factors. 5.There are significant correlations among organization internal marketing, knowledge management and school effectiveness. 6.The sub-level of the organization internal marketing and knowledge management can apparently predict the school effectiveness. 7.Organization internal marketing can affect school effectiveness directly, and which can also affect school effectiveness positively through knowledge management. At last, according to the results, this study provides the conclusion and the suggestions particularly for the institution of educational administration, elementary schools, and future research.

本研究旨在探討高等學校組織內部行銷、知識管理與創新經營之相互關係，並依據研究結果提出相關建議。植基於文獻探討，研究建構了三個潛在變項間的影響路徑模式，並提出相關研究工具。研究採問卷調查法，以廣東省702名高校專任教師為研究對象，並分別以描述性統計、獨立樣本t檢定，單因子變異數分析、皮爾森積差相關以及結構方程模式等統計方法對研究資料進行分析。依據資料分析與討論，本研究獲得如下研究結論： 一、廣東省高校組織內部行銷、知識管理與創新經營之現況大致良好。 二、高校教師對高校組織內部行銷的知覺，會因教師的職稱、學校類型、學校歷史與學校所屬區域之不同而存在顯著差異。 三、高校教師對高校知識管理的知覺，會因教師的年齡、職稱、學校歷史、學校規模與學校所屬區域之不同而存在顯著差異。 四、高校教師對高校創新經營的知覺，會因教師的年齡、學校歷史、學校規模與學校所屬區域之不同而存在顯著差異。 五、高校組織內部行銷、知識管理與創新經營之間兩兩正向相關。 六、高校組織內部行銷、知識管理與創新經營之間具有顯著影響關係。 七、高校組織內部行銷可直接影響創新經營，亦可透過知識管理之中介機制，間接對創新經營產生正向影響。 八、本研究所建構的高校組織內部行銷、知識管理與創新經營結構方程模式具有良好的適配度。 最後，本研究依據研究結果提出相關建議，以供高等教育行政管理部門、高校及未來研究之參酌。 / The main purposes of this study were to explore the interactive relationships of organization internal marketing, knowledge management, and innovation management in higher education institutions in Guangdong province. Based on the literature review, this study constructed a path model among three potential variables, and developed research instruments as well. The participants in this study were 702 full-time teachers at higher education institutions in Guangdong province. The data were analyzed by descriptive statistics, t-test, one-way ANOVA, Pearson correlations analysis , and SEM. The findings were as follows: 1.Teachers' perception of organization internal marketing, knowledge management, and innovation management is positive. 2. Teachers of different job title, and different types, history and location of higher education institutions showed significant differences on teachers’ perception of organization internal marketing. 3. Teachers of different age, job title, and different history and location of the higher education institutions showed significant differences on teachers’ perception of knowledge management. 4. Teachers of different age, and different history, size and location of the higher education institutions showed significant differences on teachers’ perception of innovation management. 5. There were positive correlations among organization internal marketing, knowledge management, and innovation management. 6. Both organization internal marketing and knowledge management showed a positive direct effect on innovation management. 7. Knowledge management partially mediated the effect of organization internal marketing on innovation management. 8. The SEM model of organization internal marketing, knowledge management, and innovation management exhibited good fit. Based on the results, there are suggestions particularly for education authority, leaders of higher education institutions and for further research.