本研究旨在探討高中生的教師品格教學、父母品格教養、批判思考能力、品格信念及品格行為之關係。研究參與者來自台北縣市公立高中二、三年級，有效樣本計538人。本研究採用的研究工具包括「品格行為量表」、「品格信念量表」、「品格教學行為量表」、「父親品格教養行為量表」、「母親品格教養行為量表」及「批判思考測驗—第一級」（CTT-Ⅰ）。資料分析所用的統計方法包括描述統計、單因子多變量變異數分析及線性模式分析。本研究主要發現如下： 1.就學校教師而言，大多身兼導師的國文、英文、數學科老師，對高中生品格影響最為深遠；就一般對象而言，母親及父親對孩子的品格影響最大。 2.不同性別的高中生在品格信念及品格行為上均有顯著差異：在品格信念方面，女生顯著優於男生，尤其在「責任」、「關懷」及「公民性」等指標的信念；在品格行為方面，女生亦顯著優於男生，尤在「值得信賴」、「公平」「關懷」及「公民性」等指標的表現。 3.不同年級的高中生在品格信念及品格行為上沒有顯著差異。 4.不同父母的教育程度的高中生在品格信念及品格行為上沒有顯著差異。 5.高中生品格信念及品格行為會相互影響：亦即品格信念程度愈高者，其本身品格行為表現愈好；品格行為表現愈佳者，擁有的品格信念程度愈高。 6.教師的品格教學行為對高中生的品格信念及品格行為有顯著效果，亦即知覺教師品格教學程度愈高者，其品格信念也愈強，品格行為表現程度也愈佳。 7.父母的品格教養行為對高中生的品格信念及品格行為有顯著效果，亦即知覺父母品格教養程度愈高者，其品格信念也愈強，品格行為表現程度也愈佳。 8.高中生批判思考能力對品格信念和品格行為沒有顯著的正向效果。 9.就高中生品格行為發展之子模式而言，教師品格教學行為及父母品格教養會互動之後，分別對品格信念及品格行為產生直接和間接的影響，且品格信念和品格行為間會相互影響。 最後，本研究依據上述的研究結果進行討論，並提出相關建議以供教師教學、父母教養及後續研究之參考。 / The main purpose of this study was to explore the relationships among teachers’ character teaching, parents’ character parenting, critical-thinking abilities, character beliefs, and character behaviors of high school students. The participants included 538 students sampled from six high schools in Taipei City. The employed instruments in this study were the Inventory of Character Behaviors, the Inventory of Character Beliefs, the Inventory of Character Teaching, the Inventory of Father’s Character Parenting, the Inventory of Mother’s Character Parenting, and the Critical-thinking Test, LevelⅠ. The employed analysis methods included Descriptive Statistics, One-Way Multiple Analysis of Variance, and Structural Equation Modeling. The main findings of this study were as follows: 1.As for school teachers, Chinese, English and Mathematical teachers who usually serve as tutors had the greatest effect on the high school students’ character development; as for general subjects, mothers and fathers had the most profound effect on the high school students’ character development. 2.There were significant gender differences on character beliefs and character behaviors. Specifically, the females outperformed the males in character beliefs, especially in “responsibility”, “caring”, and “citizenship”; moreover, the females outperformed the males in character behaviors, especially in “trust worthiness”, “fairness”, and “citizenship”. 3.There were no significant differences on character beliefs and character behaviors between the second graders and the third graders. 4.There were no significant differences on character beliefs and character behaviors among the three parents’ educational levels. 5.The relationships of character beliefs and character behaviors among the high school students were bi-directional. In other words, those who had stronger character beliefs performed more character behaviors and those who performed more character behaviors had stronger character beliefs. 6.The teachers’ character teaching had significant effects on the high school students’ character beliefs and character behaviors. Specifically, those who perceived higher degree of character teaching had higher character beliefs and performed more character behaviors. 7.The parents’ character teaching had significant effects on the high school students’ character beliefs and character behaviors. Specifically, those who perceived higher degree of character parenting had stronger character beliefs and performed more character behaviors. 8.The high school students’ critical-thinking abilities had no positive effects on their character beliefs and character behaviors. 9.In terms of the Model for the development of high school students’ characters, teachers’ character teaching and parents’ character parenting interactively influenced, both directly and indirectly, the high school students’ character beliefs and character behaviors; meanwhile, character beliefs and character behaviors influence each other. Finally, the researcher proposed some suggestions for educational instructions, parental upbringing, and future studies.

教師的專業發展是提昇教師品質的關鍵,它包含職前的師資教育以及在職的教師進修。在臺灣,為了倡導英文教師的終身學習,在職英語教學碩士專班在民國八十八年成立。 本研究旨在探討在職英語教學碩士班對高中英文老師的影響。研究方法包含問卷,訪談及教室觀察。問卷調查部分,所使用的問卷是研究者根據文獻及三所在職英語教學碩士專班課程內容所編製的,目的在於瞭解進修教師對於在職英語教學碩士專班對他們的專業態度,專業知能及教室實務影響的自我認知。問卷調查採全國普查,有九十八所學校回函,有效問卷為一百零九份。教室觀察的部分則對兩組教師的教學進行觀察、錄影、分析及比較。這兩組教師來自同一所高中,第一組的兩位教師有在職英語教學碩士班進修的經驗,另一組的兩位教師則無。 本研究的重要發現為： 1. 在專業態度方面,在職英語教學碩士班增強了進修教師嚐試新教學法的動機, 　提高了他們的專業自信及教學熱忱,並增強了他們參與進修活動的動機。 2. 在專業知能方面,進修教師在本身的讀寫能力及語法、構詞及言談分析等語言 　知識獲益最多。 3. 在教室實務方面,專業知能的充實非常有助於進修教師應用新的教學技巧於字 　彙、語法、閱讀和寫作的教學，並有助於他們採用更多樣的教學資源及材料。 4. 運用進修所得知識於教學中讓具有在職英語教學碩士班進修經驗的教師在教 學上和不具此經驗的教師有所不同。 此研究結果對進修在職英語教學碩士班與改進英文教學方式之間的關係具有豐富啟示,是值得投注更多關注與研究的領域。 關鍵字: 在職進修　　研究所　　高中英文老師　　專業態度　　專業知能 　　　　教室實務 / Teachers’ professional development is the key to teacher quality. It encompasses pre-service teacher education and in-service teacher training. In Taiwan, in an effort to promote English teachers’ continual learning, in-service English teaching graduate programs were started in 1999 in place of what was called "Forty-Credit Program". This study aims to investigate the influence of the in-service English teaching graduate programs on senior high school English teachers. Three methods, questionnaire survey, interview, and classroom observation, were used. In the part of questionnaire survey, a questionnaire was designed to elicit participants’ self-perceptions of the influence the in-service English teaching graduate programs have on their professional attitudes, professional knowledge and classroom practice. Then, a general survey was conducted island-wide. Ninety-eight schools responded with 109 valid questionnaires. Follow-up phone interviews were conducted with seven willing respondents to further explore how they apply their new knowledge to their teaching. Regarding the classroom observation, two groups of English teachers from the same school participated in this part of study. In the first group were two teachers with the in-service English teaching graduate program experience while in the second group were two teachers without the experience. The teaching of one lesson conducted by the four teachers were observed, video-taped, analyzed, and compared. Face-to-face interviews were conducted with each teacher after the observational data were collected. The purpose of the interview was to know the reasons why they adopted current ways of teaching. This study has the following important findings. Firstly, in terms of professional attitudes, the in-service programs affect participants most in their motivation to try out new teaching methods, professional confidence, enthusiasm for English teaching and motivation to partake in in-service training activities. Secondly, in the aspect of knowledge about the English language, participants benefit from the programs the most in their own reading and writing ability as well as in knowledge of syntax, morphology, and discourse analysis. Thirdly, with regard to classroom practice, the enrichment of professional knowledge helps a lot in participants' application of new techniques to their instruction of vocabulary, grammatical structure, reading and writing. It also contributes to participants’ use of varieties of learning resources and materials. Lastly, the application of the new knowledge leads to the differences between teachers who have the in-service English teaching graduate program experience and those who do not. These findings have rich implications for the relationship between in-service English teaching graduate programs and the improvement of English teaching practice of senior high school English teachers, an area well worth more attention and research. Key words: in-service graduate programs senior high school English teachers professional attitudes professional knowledge classroom practice

摘 要 本研究旨在探討臺北縣市公私立高中職學校行銷策略實施現況。為達研究目的，首先係從臺北縣市公私立高中職學校的發展概況切入，探究臺北縣市區域、人口發展與高中職發展之因果關係，進而了解目前高中職學校在少子化及教育市場自由化的趨勢及衝擊下，所引發之經營困境，並利用問卷調查方法，以百分比、次數分配、平均數、標準差、t考驗與單因子變異數等方式進行統計分析，探討學校最佳行銷方式、最優先之行銷對象、學校行銷的主要功能、與不同學校背景變項實際運作行銷策略之狀況及差異情形，以期提供學校訂定最適宜且有利學校永續經營的行銷策略之參考。 本研究依研究目的所獲得之主要研究結論有以下幾點： 壹、臺北縣市公私立高中職學校在推展學校行銷方式上，認為以「設置學校行銷組或公關組--由副校長或校長秘書兼任組長」、「成立跨處室的行銷小組--由校長指派處室主任兼任組長」與「校長親自負責」之方式最佳。 貳、現行臺北縣市公私立高中職學校行銷策略，各項策略之通用性皆極高，尤以「產品策略」與「價格策略」最受重視，而對於「通路策略」、「人員策略」及「推廣策略」則展現較低排序。 參、臺北縣市私立高中職學校在學校行銷的認知、推行與執行困境的感受程度較公立高中職校為強，且高職的危機感較高中更為明顯，顯見現行私立高中職學校的辦學壓力，亟待重視。 關鍵字：臺北縣市公私立高中職、學校行銷策略 / Abstract With the intent to research the status quo of the marketing strategy for the public and private senior high and vocational senior high schools in Taipei City and Taipei County, this study is initiated into a profile of the development of the senior highs in Taipei, which explores the effect of the development of regions and populations on that of senior highs, moreover, probing into the managing difficulties resulted from decreased births and the liberalized educational market. By using poll-taking method, which employs the statistical analysis of percentage, frequency distribution, average, standard deviation, t-test and single-factor-coefficient of variation。 This survey quests for senior high schools’ optimal marketing strategies, the first-priority marketing target, major effect of school marketing, varied practical adaptation in marketing based on different factors of school background, hence, a reasonable guideline emerges for schools to constitute their most adapted marketing strategies that facilitate their sustainable management. The principal conclusions extracted from this research are as follows: 1. As far as school marketing is concerned, the following are currently being widely regarded as best approaches among the senior high schools in Taipei City and Taipei County: A. Setting up a school marketing section or PR section with a section chief concurrently assumed by vice-principal or secretary of the principal. B. Instituting a trans-departmental marketing section with a concurrent chief directly assigned by the principal from one of the section chiefs of the faculty. C. Being under the charge of the principal’s own fair hand. 2. Among the senior high schools in Taipei, the prevailing marketing strategies are highly universal, among which the “product strategy” and “pricing strategy” are especially emphasized, while “marketing channels,” “sales force strategy” and “promotion strategy” are ranked in lower priority. 3. In both Taipei City and Taipei County, with regard to the cognition, promotion and execution of school marketing, private senior high schools perceive more difficulty than public ones, hence, vocational schools appreciate stronger sense of crisis, revealing the crucial pressure on the survival of the private vocational senior highs. Key Words: The public and private senior high schools and vocational high schools in Taipei City and Taipei County, School Marketing Strategy

本研究探討影響學生學業成就的學校、家庭、學生個人及背景因素，研究中以後設分析的方法計算出許多自變項的效應量大小。本研究的資料取自台灣教育長期追蹤資料庫（TEPS），包括2868名學生在2001年至2007年間接受的四波追蹤調查資料。研究結果發現，學校、家庭、學生個人及背景因素對學業成就之平均效應量具有顯著差異，其中以學生的「先前學業成就」具有最大的效應量，對綜合能力、數學能力及一般分析能力的效應量分別是2.39、1.45和1.90；其次為「背景因素」（效應量分別為.65、.53、.59）；再其次則為「家庭因素」及「學生投入」，但此兩者效應量小，且彼此間無顯著差異；而學校因素的平均效應量最小。最後，本研究針對研究結果提出多項教育實務的建議。 / The purpose of this study is to examine the longitudinal effects of school, family, student, and demographic factors on students’ academic achievement. A method of meta-analysis was used to estimate the magnitude of the effect size of various dependent variables. The data was obtained from Taiwan Education Panel Survey (TEPS). The members of the tracked panel of 2868 high school students were selected as samples for this present research. The tracked panel received four waves of questionnaires and standard tests from 2001 to 2007. The results of the present analysis shows significant differences between the mean effect sizes of the factors associated with academic achievement, and that students’ prior achievement had the largest effect size of 2.39, 1.45, and 1.90, respectively, based on the comprehensive ability score, the general analytic ability score, and the mathematic ability score. The demographic factor showed the second largest mean effect size (.65, .53, .59), larger than that of the family factor and students’ engagement, which both showed small effect without significant differences from each other. And the school factor showed the least mean effect size. In addition, it was found that the mean effect of all the variables based on the comprehensive ability score (.43) was significantly larger than that based on the general analytic ability score and on the mathematic ability score, specifically. Practical implications and suggestions are given in the present research after the general discussion of the research findings.

運動在全球化的加溫下，商品化的潛在利益，正吸引企業投入運動行銷。國內近年來從事運動行銷管理的研究，所佔比率有升高的趨勢，且成長比例仍在增加中。然而，在回顧國內運動行銷研究時，多數研究將運動視為行銷工具之一，而對「運動」理念本身的行銷過程，鮮少著墨。因此，本研究的出發點在於瞭解當「運動」本身做為一商業性理念時，企業如何擬定行銷策略及與消費者進行互動？ 本研究從回顧整理運動行銷的學術論文開始，分類歸結其主要的研究課題。並引用理念行銷中「對購買行為的界定」和體驗行銷的「策略體驗模組」、「體驗媒介」為研究基礎，採深度訪談的方式，探討adidas「街頭籃球運動」與Nike「高中籃球聯賽」。 研究結果共發展出十項命題，包括運動理念的發展起源、區隔與定位、行銷目的之界定、目標消費族群行銷策略、及評估方法等，並比較兩個案的理念行銷策略及體驗矩陣。對後續研究的建議則包括傳播媒體對運動理念的相關報導，以及運動理念消費者的生活型態研究。

我國自1996年起開始試辦綜合高中，迄今已有十餘年。試辦綜合高中的目的在於促使我國後期中等教育能在高中、高職之外，提供另一條不同的選擇進路，俾使學生得以適性發展，學得多方面的知識，達到適性教育的目標。過去國內關於綜合高中分流政策的研究，大都集中在探討綜合高中的辦學績效和實施困難，而非該政策對學生學習成就的影響之探討。有鑑於此，本研究進一步探討：（1）哪些因素會影響國中畢業生選擇就讀普通高中和綜合高中學術導向組；（2）就讀綜合高中的學生，其學生學習成就是否優於就讀一般高中或高職；（3）綜合高中的課程分流政策是否能減少教育階層化的產生。 原始資料取自臺灣教育長期追蹤資料庫（Taiwan Education Panel Survey）公開使用版中的第一波到第四波國中追蹤樣本資料，並使用傾向分數配對法（Propensity Score Matching）探討上述三個研究目的。研究結果發現：(1)控制其它相關因素之後，過去學習成就和家庭社經背景愈佳者，愈有可能就讀普通高中及綜合高中學術導向組；(2)在學生學習成就表現上，就讀綜合高中的學生並不比就讀一般高中或高職的學生來得好；(3)綜合高中分流政策和制度性分流一樣，都會產生教育階層化現象。最後，本研究說明本研究結果對綜合高中分流政策的意涵，及提出研究建議供後續研究之用。 / Since 1996, Taiwan government launched the policy of Comprehensive High School (CHS) to relax the traditional system of curriculum tracking at the level of the senior secondary education. A number of studies and on-site evaluation reports on CHS have been made. So far, these studies and reports focused on exploring the performance of comprehensive high schools and difficulties in implementation of the policy. No evaluation of the impacts of the CHS policy on student achievement has yet been done. The purpose of this study is to examine the effects of the CHS policy on students’ achievement in the upper secondary education in Taiwan. This study attempts to answer the following research questions: (1) What factors influence junior-high school graduates’ decision on attending general high schools, and the academic track in comprehensive high schools? (2) Do students enrolling in comprehensive high schools perform better academically than those enrolling in general or vocational high schools? (3) Do curriculum tracking in comprehensive high schools enhance or reduce inequality in educational achievement? Using the data from the public released core panel data of the Taiwan Education Panel Survey (TEPS) in 2001, 2003, 2005, and 2007, this study employs the method of propensity score matching (PSM) to estimate the average treatment effect of CHS policy on student achievement. All results of PSM analysis indicate that (1) all else being equal, students with higher prior student achievement and better socio-economic backgrounds have more opportunities to enroll in an academic track, including senior high schools and the academic track in comprehensive high schools, than those with lower level of prior achievement or socio-economic backgrounds; (2) for those enrolled in comprehensive high schools, there is virtually no gain in student achievement from the CHS policy; and (3) tracking in comprehensive high schools produce inequality in educational achievement, which is similar to tracking between general and vocational high schools. Finally, the present study discusses the implications of the CHS policy and suggests directions for future research.

在現今資訊化的學校教育中，將資訊科技融入於課程、教材與教學中，並提供學習者有意義的學習歷程，以得到較佳的教學成效。是教師教學上必需學習的創新與突破。學校圖書館的功能在於蒐集整理與提供教學有關資料，以支援教師教學及協助學生學習，所以必需與教師建立密切的合作關係。 本研究主要探討我國高中職教師資訊科技融入教學現況、程度與圖書館支援教學策略。採用問卷調查法與焦點團體訪談，以獲得國內高中職教師在這些議題上的資料與看法，並提出有效支援教學之策略。 綜合而言，目前我國高中職教師資訊科技融入教學的現況為：(1)整體表現不佳；(2)教材製作面向表現較佳、溝通與分享面向表現不佳；(3)男性、40歲以下、最高學歷為科大學士、具有6-10年教學經驗、任教藝能類科、行政兼職擔任組長等條件教師表現較佳；(4)學校類型為公立高職、一年內參加資訊相關研習時數達24小時以上、圖書館使用頻繁（2天以上/每週）的教師，也有較佳的表現。 教師資訊科融入教學程度調查，引用國外LoTi量表，以八個簡單的層級數字，清楚地將教師資訊科技融入教學程度歸類。研究結果與現況相近，呈現：(1)整體融入程度「普通」；(2)融入層級以4a層級(整合-機械化)比例最高；(3)全體教師融入程度低中高層級比例為2：5：3；(4)男性、30歲以下、科大學士學歷、教學年資6-10年、任教藝能類科、近一年研習時數在19-24小時、任教於台北市、公立高中、擔任行政兼職主任、組長工作、經常使用圖書館的教師，程度表現較佳。 教師針對圖書館支援教學的需求與滿意程度，綜合研究結果為：(1)整體表現：教學需求非常強烈，但滿意程度不佳；(2)教學需求面向以「網路資源與電子資料庫」最高；「遠距教學支援」最低；(3)教師個人變項以公立高中教師、中層級(3-融入、4-整合) 融入程度，教學需求較高；(4)滿意程度面向以「軟硬體設備」較高；「遠距教學支援」較低； (5)屏東縣教師滿意程度低於台北市教師、私立高職教師滿意程度則低於其他類型學校教師。 綜合訪談結果，現階段高中職圖書館有效支援教學策略包括：(1)充實教學資源。圖書館本身需提供更豐富的電子書、電子資源及資料庫供教學利用；建構跨領域的教材、課程、評量學習平台…等；(2)提昇服務內涵。圖書館首先需有專業及熱忱服務團隊；定期辦理座談、資訊知能研習，瞭解師生需求並提高資訊養能；配合教學需求，進行主題資料蒐集與推薦…等。(3)建立獎勵制度。鼓勵教師與圖書館人員積極尋求教學上的合作，以利校內資訊科技融入教學的推動。(4)維持良好互動。與老師建立良好的關係是所有圖書館經營者首要的工作，也是圖書館活動推動成敗的關鍵。 最後，本研究為圖書館支援教學提出幾點建議，供相關單位參考：(1)多辦校內座談，了解老師需求；(2)鼓勵參加研習，提昇資訊素養；(3)教學作業指派，生活化數位化；(4)合作支援教學，訂定獎勵辦法；(5)圖書館員特質，需專業及熱忱；(6)增設支援編組，提供專業服務；(7)整合入口網站，連結網路資源；(8)區域資源整合，建電子資料庫 / In today’s informational education, information technology is fused into the courses, materials, and teaching also provides a meaningful learning progress to the learners for better teaching effect. These are the creativity and breakthrough that a teacher should have in teaching. The function of the school’s library is to collect and provide teaching materials to support teachers in teaching and students in learning. Therefore, it should have a close cooperative relationship with the teachers. This research is to discuss the situation, degree, and liberay-support-teaching strategy of the information technology brought in by high school teacher. We used questionnaire investigation and the group interview to gain the data and the opinion of the high school teachers on these issues. Later, propose effective strategies that support teaching. In general, the current status of high school teachers blend in the informational information is: (1) the integral performance is bad; (2) it’s better in making teaching tools but worse in communication and sharing; (3) male, age under 40, with highest degree of bachelor and 6-10 years of teaching experiences in the arts and also hold administration office has better performance; (4) teachers in public high school who make use of library a lot and attend information-related seminar for more than 24 hours within a year have better performance. For investigating teachers blend in information technology, we adapted LoTi scale with eight simple levels to classify the degree. The research result is similar to the current status that (1) the integral blend in degree is “average;” (2) blend in level 4a (integrate- mechanization) has the highest proportion; (3) the blend in ratio of entire teacher is 2:5:3, low-medium-high; (4) male, age under 30, with highest degree of bachelor and 6-10 years of teaching experiences in the arts, attend seminar for 19-24 hours within a year, teach in Taipei City with an administration position in public high school and often use the library has better performance The general resulf of the demand and satisfatory degree that teachers hold toward liberary support teaching are: (1) integral performance: strong teaching demand but bad satisfactor; (2) in the aspect of teaching demand, “Internet resource and electronic database” has the highest point; “long-distance teaching support” has lowest point; (3) teachers’ personal variables of public high school teachers, medium blend in level (3-benedly, 4- integrate) have higher teaching demand; (4) in the aspect of satisfactory, “soft- and hard-ware equipment” has higher point and “long-distance teaching support” has lower point; (5) the satisfactory of teachers in Pingdong County is lower than those in Taipei City; teachers in private vocational school has lower satisfactory than those teachers in other kinds of schools. The result of general interview is that the effective support strategy of high school library includes: (1) enrich teaching resource. Libraries should provide abundant electronic books, electronic resources and databases for teaching; establishes cross field material, courses, and evaluating learning platform, etc; (2) elevate service. The library should have a team with profession and enthusiastic; hold regular discussion, information knowledge seminar to understand the needs of teachers and students also increase informational content; cope with teaching demand and collect these data and make recommendations, etc.; (3) build up a reward system. Encourage teachers actively work with the librarians in favor of blending of school informational technology; (4) maintain good interaction. Having a good relationship with teachers is the primary work of all librarians and it also is the key to the success of the library activities. Finally, this research proposes several recommendations in library-support teaching for related units: (1) hold more in school discussion to understand the needs of the teachers; (2) encourage teachers to participate in the seminar to increase literacy in information; (3) assign teaching material with life and digitalize; (4) corporate in supporting teaching and draw reward regulations; (5) the quality of a libarian should be both professional and enthusiastic; (6) set up additional support team to provide professional service; (7) integrate access website to link to the Internaet resources; (8) integrate destric resource and set up electronic database.

本研究旨在探討我國高中職學校運用學校行銷策略之現況為何，並探究學校行銷中之外部行銷、內部行銷與互動行銷及其分層面之適配度關係為何。研究採用問卷調查法，研究工具為自編之「高中職學校行銷策略運用調查問卷」，並以北部地區（台北市、新北市、桃園縣、基隆市）之高中職任教教師為研究對象，共發出630份問卷，回收561份有效問卷，有效問卷回收率為89.04%，問卷回收後，分別以描述性統計、t考驗、單因子變異數分析、Pearson積差相關與結構方程模式等統計方式對回收資料進行分析。 根據分析結果，本研究歸納如下結論： 壹、學校行銷之整體運用程度為中上。 一、外部行銷運用程度最高，內部行銷運用程度最低。 二、外部行銷之中，「師生產品策略」運用程度最高，「成本價值策略」運用程度最低。 三、內部行銷之中，「教育訓練策略」運用程度最高，「參與授權策略」運用程度最低。 四、互動行銷之中，「服務熱忱策略」運用程度高於「服務能力策略」運用程度。 貳、不同性別、服務年資與職務之教師對學校行銷之知覺有所差異。 參、不同性質之學校運用學校行銷之程度達顯著差異。 肆、公私立學校運用學校行銷之程度達顯著差異。 一、外部行銷中，私立學校運用「形象推廣策略」程度較高，公立學校運用「通路規劃策略」程度較高。 二、公立學校運用內部行銷之程度顯著高於私立學校。 三、公立學校運用互動行銷之程度顯著高於私立學校。 伍、高職運用外部行銷「師生產品策略」之程度顯著高於高中。 陸、不同規模之學校運用外部行銷之程度達顯著差異。 柒、外部行銷、內部行銷與互動行銷之間達顯著相關。 捌、本研究模式具有良好之適配度。 最後，本研究根據研究結果分別提出以下建議： 壹、對主管教育機關之建議 一、協助各校發展特色，成為優質學校 二、進行高中職學校之評比，供家長與學校參考 貳、對高中職學校之建議 一、由外部顧客導向，轉為兼顧內部顧客導向的經營 二、重視班級導師與專任教師之意見與需求 參、對後續研究之建議 分別就研究對象與研究方法，對未來後續研究提出建議。 / The main purpose of the study is to investigate how marketing strategies operate in senior high schools and vocational high schools currently. The research method this study adopted is survey research. Data were collected from 630 teachers of senior high schools and vocational high schools in north Taiwan. There are 561 valid samples used in this study, and the usable rates were 89.04％. The collected data were analyzed by the statistical methods of descriptive statistics, t-tset, one-way ANOVA, Pearson product-moment correlation, and structural equation modeling. The conclusions of this study were as follows: 1. The degree of using school marketing was intermediate to higher-intermediate. 2. There was a significant difference in teachers’ perceptions of school marketing due to the differences in the participants’ sex, years of service, and position of service. 3. There was a significant difference in schools’ use of school marketing due to the difference in the participants’ school category. 4. There was a significant difference in schools’ use of school marketing due to the differences of public schools and private schools. 5. The degree of vocational high schools using product strategy was significant higher than that of senior high schools. 6. There was a significant difference in schools’ use of school marketing due to the differences in the participants’ school size. 7. There were positively correlations existed among external marketing, internal marketing, and interactive marketing. 8. The model of school marketing is proper. According to the research results, this study provides recommendations for education authorities, administrative personnel of senior high schools and vocational high schools, and future study.

University of Macau / Faculty of Education

University of Macau / Faculty of Education