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.

因應各國中等教育普及化的潮流，教育部擬以高中職社區化為十二年國民教育奠基，將台灣劃分為四十五個適性學習社區，並以均衡高中職城鄉差距、提高國中畢業生就近入學之機會為目的。本研究以雲林縣三個適性學習社區為例，檢視各社區高中、職的就學機會是否均衡，並觀察學生通學活動的情形，是否符合社區內就近入學的期待，藉此對適性學習社區的地理範圍規劃，與其劃分原則提出修正的建議。 本研究發現，雲林縣整體就學機會率較他縣市低落，高中、職學校集中於特定鄉鎮，空間分布不甚平均，不利於學生就近就學，而產生部分學生向外縣市通學的情形。外縣市通學的人口中，以高職生為多，多往嘉義縣、市為就學地；顯示雲林縣境內就學機會的供給不敷需求，高職就學機會不均的現象比高中嚴重許多。而就雲林縣三個適性學習社區觀察，雲二區、雲三區內高中、職學生區內就讀的比例皆為六成以上，是為社區內就近就學的良好基礎；雲一區學生外流的情形嚴重，特別是高職學生，往嘉義縣、市通學的趨勢集中，顯示雲一區內就學機會供不應求的情形嚴重，值得注目。對教育當局的建議有二：（1）高中、職通學活動範圍不同，不宜以同一地理界線劃分；（2）雲一區學生向外通學現象嚴重，宜增設高中職校改善之。 / With the popularization of post-secondary education, the Ministry of Education adopts the plan of “Community Senior High School and Vocational School” to connect with the compulsory education. In this plan, Taiwan has been divided into 45 “Adaptive Learning Communities” and the purpose is to diminish the urban-rural difference and increase the opportunity of nearby school enrollment. This study observes the geographical distribution of students in the three communities in Yunlin to examine the condition of nearby school enrollment. The conclusions are as follows: Senior high schools and vocational schools distributes disproportionately in Yunlin. In other words, almost all schools concentrate in the few towns. It is common for students to commute between residential and school districts, especially for the students enrolled in vocational school. Many non-resident students commute to Chiayi, and the flow of the commuter shows that the supply is unable to meet the demand of school enrollment totally in Yun-1st community. Besides, there are still many students enrolled in nearby schools in Yun-2nd Community and Yun-3rd Community. Based on the results and discoveries of this study, the following suggestions are proposed: (1)The range of the community should be re-divided for senior high schools and vocational schools respectively. (2)It is necessary to establish more schools in Yun-1 community to increase the supply of the opportunity of the nearby school enrollment.

本研究旨在建構並驗證私立高中職學校校長分布式領導、學校組織健康與學校效能之模式，並比較不同教師背景變項及學校背景變項的差異，依據研究所得結論，分別對教育主管行政機關、私立高中職董事會、私立高中職學校及後續研究者提出建議，以做為推展校長分布式領導，促進學校組織健康，及提升學校效能之參考。 本研究使用問卷調查法，以單因子變異數分析、皮爾森積差相關、多元迴歸、結構方程模式等統計方法，探討私立高中職學校校長分布式領導、學校組織健康與學校效能之關係及模式驗證。經由文獻的蒐集與探討，提出本研究的研究架構和路徑關係模式圖。研究對象為北北基私立高中職學校600位教師；研究工具為研究者自編之私立高中職學校校長分布式領導、學校組織健康與學校效能關係之調查問卷。 透過統計分析與討論，本研究獲得以下結論： 一、私立高中職學校教師覺知校長分布式領導、學校組織健康與學校效能之現況屬中高程度。 二、私立高中職學校部分教師在人員背景變項與學校背景變項對校長分布式領導、學校組織健康與學校效能的覺知具有顯著差異。 三、私立高中職學校校長分布式領導、學校組織健康與學校效能三者間具有正向關聯性。 四、私立高中職學校校長分布式領導、學校組織健康對學校效能均具有正向預測力。 五、本研究所建構之私立高中職學校校長分布式領導、學校組織健康與學校效能之結構方程模式具有良好適配度。 / The study aims to construct and examine the model of principals’ distributed leadership, school health, and effectiveness in private senior and vocational high schools, and compare differences in variances of teachers’ background and schools’ background. The outcomes and suggestions provide substantial references for educational authorities and administrations, the board of directors in private senior and vocational high schools, private senior and vocational high schools, and future researchers to promote principals’ distributed leadership, school health, and school effectiveness. This study adopted questionnaire survey and statistical methods such as one-way ANOVA, Pearson Product-Moment Correlations Coefficient, Multiple Regression Analysis, and Structural Equation Modeling (SEM) to explore the association and model of principals’ distributed leadership, school health, and school effectiveness in private senior and vocational high schools. The framework of research and the path analysis module diagram were constructed on the basis of literature reviews. The subjects of the study included 600 teachers teaching in private senior and vocational high schools in Taipei, New Taipei, and Keelung. The research tool of survey questionnaire was created by the researcher, containing constructs of distributed leadership, school health, and school effectiveness. Based on data analysis and discussions, the conclusions are as follows: 1. Participating teachers perceived that the principals’ distributed leadership, school health, and school effectiveness presented a middle to high level. 2. For some participating teachers, there are significant differences between the two variables of teachers’ background and schools’ background on the perceived principals’ distributed leadership, school health, and school effectiveness. 3. There is a positive correlation between the variables of principals’ distributed leadership, school health, and school effectiveness. 4. Both principals’ distributed leadership and school health show a positive prediction power to school effectiveness. 5. The SEM constructed for the principals’ distributed leadership, school health, and school effectiveness showed a goodness of fit.