學籍資料是各級學校都必須針對每個學生所建立的檔案，可說是學校最重要的資產之一，其中不僅記錄學生的基本資料，更有學生的學習軌跡，包括修習科目、成績以及德性記錄、教師評語等等，故應妥善保存以供日後檢索利用。 本研究採用「訪談法」做為資料蒐集工具，以臺北市與新北市所轄之公立高級職業學校中學籍檔案管理業務相關人員為訪談對象。期盼能藉此瞭解公立高級職業學校學籍檔案管理與運用之現況，並且歸納整理其所面臨之問題，以供相關單位參考。 研究結果包括：一、教務處註冊組為主要學籍檔案管理專責單位；二、各校對於學籍檔案的認知僅止於地方政府所頒佈學籍管理辦法中所列簿冊；三、各校學籍檔案建立係以各升學管道承辦單位所提供錄取名單基本資料光碟為基礎，並輔以學生自行修正資料；四、各校學籍檔案保存以紙本為主，數位掃描檔為輔；五、學籍檔案保存普遍以現有校舍及傳統設備做為典藏環境使用；六、各校校內職員運用學籍檔案多無規範依循，校友調閱則有詳細規範；七、學籍檔案管理面臨(1)過於依賴數位系統；(2)身分驗證不易；(3)人事異動頻繁；(4)保存空間不足及環境不佳等問題；八、各校希冀建立學籍檔案管理與運用標準，並發展典藏平臺。 本研究結尾並針對以上研究結果提出五項建議：一、調整人事組織；二、開發適用於各級學校之電腦管理系統；三、訂定校級學籍檔案應用管理法規；四、開發學籍檔案之加值應用；五、利用網路科技，強化學籍檔案應用之效率。 關鍵字：學籍檔案、高級職業學校 / Student records is the record schools at all levels must establish for each student, it is one of the most important assets of the school, which not only records student's basic information, more importantly his/her learning tracks, including the attending subjects, grades, moral records and teacher’s comments, etc., therefore it should be well kept for future retrieval use. In this study, we use "interview" method as data collection tool, and our interview objects are student records related management personnel of Taipei City and New Taipei City public vocational high schools. We hope to understand the current status of student records management and application for public vocational high schools, meanwhile collate and analyze problems they encounter and relate those problems to relevant units for reference. The research results include: First, Office of Academic Affairs Registration Section is the main unit responsible for student records management; Second, the understanding of school authority’s student records management is limited to the knowledge of the Administrative Measures listed in school books promulgated by local government; Third, each school’s student records are created based on the basic information disc of admission list provided by various undertakers of study career, supplemented by students’ self-corrected data; Fourth, student records are stored mainly in paper files, added with digital scanning; Fifth, storages of the files use widely the existing school buildings and traditional equipment as collection environments; Sixth, no specifications need to be followed by school staff to the application of student records, however detailed specifications are subject to the access of alumni; Seventh, management of student records now faces (1) over-reliance on digital systems; (2) difficulty in identity verification; (3) frequency of personnel changes; (4) shortage of storage space and poor environmental issues; Eight, schools at all levels hope to establish standards for both management and application of student records, and develop a platform for collection. At the end of this study, we propose five recommendations based on the above findings: First, readjust personnel and organization; Second, develop computer management system applicable to schools of all levels; Third, set application management regulations on student records for schools; Fourth, develop added-value application to student records; Five, use Internet technology, enhance the efficient application of student records. Key words: student records, vocational high schools

Orientador: Maria Ângela Miorim / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Educação / Made available in DSpace on 2018-08-22T18:00:47Z (GMT). No. of bitstreams: 1 Fernandes_MarioEduardoMarques_M.pdf: 1232977 bytes, checksum: 2144ae991a9dd4587f1b88b7594a5dd6 (MD5) Previous issue date: 2013 / Resumo: Este trabalho busca discutir os caminhos e encontros de dois grandes movimentos educacionais da década de 1960. São eles: a Matemática Moderna, movimento internacional de renovação do ensino da disciplina que, no Brasil, teve o Grupo de Estudos do Ensino da Matemática (GEEM) como principal difusor, e os Ginásios Vocacionais, experiência educacional nacional baseada nas Classes Experimentais, que por sua vez foram inspiradas nas Classes Nouvelles francesas. Os Ginásios Vocacionais foram considerados uma experiência diferenciada por propor uma formação não apenas teórica, mas integral do estudante, desenvolvedora de habilidades teóricas e práticas. A relação entre os movimentos dar-se-á através de um de seus integrantes, a professora Lucília Bechara Sanchez, educadora presente na lista de fundadores do GEEM e primeira docente de matemática do Ginásio Estadual Vocacional "Oswaldo Aranha", o GEVOA, sendo três anos mais tarde nomeada coordenadora da disciplina do Serviço de Ensino Vocacional (SEV), órgão gerenciador dos Ginásios Vocacionais de São Paulo. Para tanto situaremos no contexto deste período: o nascimento, atuação e esgotamento do GEEM na perspectiva dos jornais que veiculavam na época as ações do grupo, apoiados nos depoimentos de Lucília Bechara Sanchez e dos trabalhos já existentes; o nascimento e desenvolvimento dos Ginásios Vocacionais, passando pelas Classes Experimentais de Socorro, pela criação do SEV e envolvimento da educadora Maria Nilde Mascellani no processo de adaptação pedagógica da experiência desenvolvida em Socorro na criação do Ensino Vocacional em São Paulo; e por fim sobre o encontro entre a Matemática Moderna e os Ginásios Vocacionais, mais precisamente no Ginásio Estadual Vocacional "Oswaldo Aranha", local em que a educadora Lucília Bechara Sanchez desempenhou o papel de docente. Em relação à escrita da história, o texto inspira-se na concepção e no estilo de escrita em mônadas de Walter Benjamin. Este formato de texto narra a história em fragmentos, fora do tempo contínuo. Cada mônada, que representa um fragmento, é, assim, constituída na forma unitária, simples, possuindo, por essência, a totalidade da história. / Abstract: The present work seeks to tell the paths and encounters of two major educational movements from the 1960's. The Modern Mathematics, international movement for the renewal of the teaching of the discipline which, in Brazil, had the Grupo de Estudos do Ensino da Matemática, GEEM, as main broadcaster of the movement, and the Vocational High Schools, national educational experience based in the Socorro's Experimental Classes, these inspired in the French Classes Nouvelles. The Vocational High Schools were considered differentiated by searching a formation not only theoretical, but unabridged, developing theoretical abilities as well as practical. The relation between the movements will come to place through one of its members, teacher Lucília Bechara Sanchez, present in the GEEM founders list and first math teacher of the "Oswaldo Aranha" State Vocational High School; three years later she was appointed math coordinator in the Vocational Teaching Service, manager of the São Paulo's Vocational High Schools. For this purpose, we'll place in the context: the birth, operation and decay of the GEEM in the eyes of the newspapers that conveyed the group's operations, based Lucilia Bechara's statements and the existing works; the birth and development of the Vocational High Schools, going through the Socorro's Experimental Classes, the Vocational Teaching Service and teacher Maria Nilde Mascellani's involvement in the pedagogical adaptation process of the experience developed in Socorro in the creation of the São Paulo Vocational High School; lastly about the encounter between the Modern Mathematics and the Vocational High Schools, precisely in the "Oswaldo Aranha" Vocational High School, where Lucilia Bechara Sanchez worked as teacher. Regarding the writing of History, the text relies in Walter Benjamin's notion and writing style of the monads. This concept faces History in fragments, out of the stream of time. Therefore, each monad is constituted as a simple and unitary form that possesses, by essence, the totality of History. / Mestrado / Ensino e Práticas Culturais / Mestre em Educação

The study is to explore the opinion of Kaohsiung private senior high educators toward the policy of localization of senior high schools, the four main purposes are: 1. To probe into the coordination condition. 2. To probe into the carrying out of the policy. 3. To probe into the educator¡¦s evaluation and prospect for the policy of localization. 4. To provide the high positions with the necessary practical information in assistance to the carrying out of the policy of localization. The study is based on individual Kaohsiung private high school, from ten schools and 996 educators (include principal, administrators and teachers), then select around 30% of the subjects from each school, which total up to 337 research subjects. The study used questionnaire to collect data, and the main results and conclusions as shown in below: 1¡BMain results: (1) The lack of confidence the educators have towards the statistics of suspended students, transferred students and the drop offs. (2) Compare to the pressure of recruiting, the principal has less pressure than the most educators, such as superintendent, the head of the department, student recruiters and the teachers. (3) The educator¡¦s dissatisfaction towards the carrying out of the policy of the connection with their communities. (4) The educator¡¦s adaptation as for the knowledge of ¡§Fit for learning and the recognition of communities¡¨ varies; all depend on the seniority of individual personnel, and obviously subject teachers who have entered the force less than five years has lower adaptability. (5) The adaptation of ¡§Fit for learning and the recognition of communities¡¨ study is divided into north, center and south sectors; center sector scores the lowest for it. 2¡BConclusion: (1) A good relationship establishment between the private high school sector and the junior high school sector has shown positive effects in regard of the students recruiting. (2) To recruit quality junior high school students, the use of attractive scholarship is imperative. If the tuition system follows the one of public high schools, teachers¡¦ incentive for students recruiting will be reduced. (3) The attentiveness of the private high school teachers has definitely made some great improvements on teaching programs, such as the use of internet, has given the students a great opportunity in explore the benefit of multimedia study. (4) Amongst the private high sector, all seniority level show similar opinion towards the policy of communities¡¦ connection, all personnel must work together in carrying out policy. (5) The result of the opinion on the policy of localization questionnaire show, the average statistic against the adaptation of the policy of localization is the highest, almost in favor of approval.

This study aims to provide a general picture of newly adopted IT program in vocational high schools. Through this aim, the issues of to what extent are the objectives and content of Vocational high schools&rsquo / new IT curriculum satisfied the needs, how it is implemented in schools, how it is practiced under different circumstances and which factors influence its implementation process are examined. This study was designed as a formative evaluation based on CIPP Model-Process valuation. In order to grasp perceptions of vocational high school IT teachers and 11th grade IT area students&rsquo / two self-reported questionnaires were developed by the researcher. The sample constituted of 683 Grade 11 students and 83 IT teachers from 28 vocational high schools in the 7 urban district of Ankara. Heavily, descriptive and statistics and quantitative data analysis techniques were utilized to analyze the data however in some parts, inferential statistics were also employed. Results of the study indicated that the objectives of the new IT program are responsive to the local, national and global IT sector and catching the demanded skills in the world of work. Moreover it is determined that the new program supports flexibility in principle however in action there are some obstacles those barriers the adequately functioning of the new program. Therefore, this study also attempts to reveal the problems related to students, teachers, schools quality indicators and program modules in order to supply the deficiencies in the early stages of program implementation.

摘 要 本研究主要在探討高中職校長轉型領導、學校知識管理與學校效能的關係。為達成研究目的，首先進行轉型領導(transformational leadership)、知識管理(knowledge management)及學校效能(school effectiveness)的相關文獻分析，並發展調查問卷初稿，經過預試後之項目分析及因素分析等過程，據以建構「高中職學校狀況調查問卷」研究工具。隨後依學校所在地區分為北區、中區、南區及學校類別屬於高中或高職，採分層叢集隨機取樣之方式，抽取台灣地區之高中職學校教師1300人進行問卷調查，問卷回收率為91.62%，剔除無效樣本31人，有效樣本人數為1160人。研究資料，使用SPSS for Windows 11.5版進行統計分析；依研究目的，除了做描述性統計之外，並依調查樣本背景之不同，進行單因子變異數分析（one-way ANOVA），考驗不同背景變項之差異情形，並以Scheffé法進行事後比較；另以典型相關（canonical correlation）、皮爾遜積差相關（Pearson product-moment correlation）及逐步多元迴歸分析（stepwise multiple regression analysis）等統計方法，了解校長轉型領導、學校知識管理與學校效能各層面間的相關及預測情形；最後並以訪談做深入之探討。綜合文獻分析、問卷調查之統計考驗及訪談資料分析，本研究獲得以下結論： 一、目前高中職校長之轉型領導最常使用「建立願景」，較少使用「個別關懷」；知識管理較為注重「顯性知識」及「知識中心」層面；學校效能則關注於「行政領導」及「學生表現」層面。 二、教師服務學校校長為男性者，其在轉型領導各層面及整體層面的知覺，顯著高於服務學校校長為女性者。 三、高中職校長轉型領導、學校知識管理及學校效能的知覺，隨背景因素不同而有顯著差異：高中職之男性教師高於女性教師；年長資深教師顯著高於年輕資淺教師；兼任行政職務之教師顯著高於未兼行政職務之教師；私立高中職學校教師顯著高於公立高中職學校教師；中南部高中職教師顯著高於北部高中職教師。 四、高中職校長轉型領導與高中職學校知識管理有顯著相關。 五、高中職「校長轉型領導」、「學校知識管理」各層面與「學校效能」有高度相關。 六、高中職「校長轉型領導」各層面變項，對「學校效能」的解釋變異量約為61.9%，以「啟發才智」最具有預測力。 七、高中職「學校知識管理」各層面變項，對「學校效能」的解釋變異量達59.2%，以「人員系統」及「隱性知識」最具有預測力。 依據研究所得結論，本研究最後並分別對教育行政機關、高中職校長、學校及後續研究提出建議，提供校長轉型領導、學校知識管理及提升學校效能之參考。 / Abstract This study aimed to explore the correlations among three factors, i.e. school effectiveness, knowledge management and transformational leadership of senior/vocational high school principals. In order to achieve the objective of this study, the methods of literature review about the correlated themes were first adopted, and then this study proceeded to do the first draft questionnaire survey. After the processes of item and factor analysis from the prior test, the research instrument–“The questionnaire of senior/vocational high schools” was formed according to the above analysis. Afterward, all schools here were divided into north district, middle district, south district, senior high and vocational high based on their location and category to do cluster sampling. The survey subjects included teachers from senior high and vocational high schools in Taiwan, namely, 1300 teachers were sampled through the way of random. The rate of retrieve was 91.62% and the valid samples were 1160 copies, exclusive of the ineffective samples. The research data acquired was analyzed by SPSS for Windows 11.5 version based on the research purpose. The statistic procedures included the means, standard deviation and one-way ANOVA, examining variances in different variables. Scheffé method was used for post-comparison to examine the interrelations among each subject groups. Besides, canonical correlation, Pearson & stepwise multiple regression analysis were applied in the research to comprehend interrelations as well as predictions among the three aspects of transformational leadership from principals, knowledge management in schooling and school effectiveness. Further exploration on the issue was made through the interviews. According to the integrated analysis, which was from the adoption of research methodologies of literature review, questionnaire survey and interview. And the conclusions were as follows: 1. For the topic of “Transformational leadership of a principal from senior /vocational high schools”—The way of “establishing perspective” was used instead of “individuals concerns” commonly; And “dominate knowledge” as well as “knowledge center” were emphasized on the issue of knowledge management. With regard of the theme of school effectiveness, the “administration leadership” and “students’ behavior” were paid much close attention to. 2. Male principals performed much higher effectiveness than female principals on the transformational leadership in consciousness. 3. The consciousness from transformational leadership, knowledge management and school effectiveness differed greatly from backgrounds. Male teachers were higher than female teachers. Experienced teachers were more superior to new teachers. Teachers served in administration position were more excellent than common teachers. Teachers from private schools were finer than those from public schools. Teachers from middle or south Taiwan were greater than those from north Taiwan. 4. There were remarkable interrelations between “ transformational leadership” and “ knowledge management”. 5. The strong interrelation among the “transformation leadership”, “knowledge management” and “school effectiveness” occurred obviously. 6. The cumulative variance of transformational leadership to the school effectiveness was about 61.9%. And the “inspired intelligence” possessed strongly predictable effects. 7. The cumulative variance of knowledge management to “school effectiveness” was about 59.2%. And “ the staffing systems” and “ recessive knowledge” held the strongly predictable effects. According to the conclusions of this study, the further suggestions were provided to the department of educational administration, principals from senior/vocational high schools and schools for reference and the views of promoting research about “transformational leadership”, “knowledge management” and “school effectiveness” were raised also.

This study was conducted to examine the attitudes and motivational intensity of 10th grade vocational high school students and to explore whether there is any significant difference between Anatolian high school and high school sections of vocational high schools and whether there is any significant gender difference in terms of attitudes toward learning English, attitudes toward the Anglo-Saxon culture and motivational intensity. Learners from three vocational high schools in Boz&uuml / y&uuml / k, Bilecik participated in the study. According to quantitative data analysis results, a significant difference was found between Anatolian high school and high school sections of vocational high schools in terms of attitudes and motivational intensity. Students at high school sections were observed to have more positive attitudes and more motivational intensity than students at Anatolian high school sections do. Furthermore, a statistically significant difference was found between female and V male students. Female students tend to have more positive attitudes and more motivational intensity than male students do. Related to the level of the participants&rsquo / attitudes and motivational intensity, quantitative data analysis results indicate that vocational high school students&rsquo / attitudes toward learning English, attitudes toward the Anglo-Saxon culture and motivational intensity are above the average level. Qualitative data analysis of the open-ended responses confirm the participants&rsquo / almost positive attitudes toward learning English / however, it also points out that almost half of the participants were found to have negative attitudes toward expending personal effort to learn the Anglo-Saxon culture and over half of their openended responses did not show any sign of motivational intensity.

本研究旨在探討，桃園縣高中職學校行銷制度及現況、學校教育人員對行銷策略認知與運作情形、執行學校行銷之困境。有效樣本數445人，回收率為75.4％，利用問卷調查法，透過統計分析，得出本研究結果如下： 一、桃園縣高中職教育人員，對校行銷單位編制不甚瞭解，且各校大都未設置負責行銷工作之專責單位。 二、推動學校行銷的最理想方式傾向於設置專責之行銷業務單位。 三、推展學校行銷的最主要內容為營造良好的學習環境及教學設施特色。 四、學校行銷主要推廣主要對象為，本校家長會及學生家長級及本縣國民中學成員。 五、學校行銷首要功能在於有利籌募校務發展基金或經費，拓展學生來源並招收到優秀學生，提升學校整體知名度及形象。 六、學校辦理有關行銷活動中，以建置網頁公告訊息與特色，赴各國中演講和宣傳，發行刊物宣傳教學成果與活動最有成效。 七、學校教育人員普遍肯定學校行銷策略的重要性。 八、學校行銷策略層面的重要性認知與實際運作看法之間有明顯的落差，其中以產品策略落差最大。 九、不同背景變項在整體學校行銷策略重要性與學校實際運作認知程度的差異情形。 （一）男性教育人員，對學校行銷策略重要性認知得分顯著大於女性。 （二）對學校整體行銷策略認知重要性與實際運作，參加過行銷研習之教育人員的態度較未參加者積極。 （三）對學校整體行銷策略略認知重要性與實際運作，私立學校得分顯著大於公立學校，顯示私立學校比公立學校重視學校行銷工作。 （四）擔任或曾任行政工作年資「16年以上」的教育人員，對學校行銷策略重要性認知得分顯著高於行政年資「5年以下」、「6-10年」、「11至15年」的教育人員。 （五）教師兼行政工作者，對學校整體行銷策略實際運作，得分上顯著高於擔任「導師」職務的教育人員。 十、執行行銷策略上，遭遇的主要困境為缺乏專責單位的運作機制或專業的行銷人員，行政人員業務繁雜無暇兼顧策劃推動行銷活動，缺乏推展學校行銷之經費。 / The major purpose of this study is to examine the marketing system and current conditions in senior and vocational high schools in Taoyuan County, the importance of the marketing strategies and its actual operation, and the schools’ difficulties in putting the marketing strategies into practice. Testing was conducted with the sampling of 445 subjects, and 75.4％ of the questionnaires were returned. With the questionnaire as the research method, the data were subsequently analyzed with statistical means, and the conclusions were as follows: 1.The education personnel in senior and vocational high schools in Taoyuan County do not understand very well about the organization of the marketing department, so almost every school has not set up a marketing department. 2.To promote a school, the idealist way lies in the tendency to establish a new marketing department. 3.The major content of promoting school marketing is to build a satisfactory learning environment with satisfying teaching facilities. 4.The major targets of school promotion and marketing are: parents and parents association, and all of the junior high school students in Taoyuan County. 5.The major functions of the school marketing are to help raise school funds, to increase the source of new members of the students, to recruit outstanding students in this county, and to promote the image and the satisfaction regarding the school identification. 6.The most effective items in the schools’ marketing activities are establishing a school website as a communication platform, giving a promotion address in junior high schools, and issuing a publication to promote effective teaching activities. 7.The education personnel generally understand and recognize the importance of the school marketing strategies. 8.There is a distinct difference between the understanding of the importance of the school marketing strategies and the actual operation, especially in “product strategy.” 9.Different backgrounds create differences in understanding the importance of the overall school marketing strategies and in the actual operation. (1)The scores of the male education personnel are higher than those of the female education personnel in understanding the importance of school marketing strategy. / (2)Concerning the overall school marketing strategy and the actual operation, the education administers who have participated in marketing seminars are more positive than those who haven’t. (3)Concerning the overall school marketing strategy and the actual operation, the scores of the private schools are significantly higher than those of the public schools, showing private schools put more emphasis on school marketing than public schools. (4)In understanding the importance of school marketing, the senior education personnel with “more than 16 years’ history” of having participated in the administration department obtain higher scores than those having participated in the administration department but with the history of “less than 5 years”, “more than 6 years but less than 10 years”, and “more than 11 years but less than 15 years”. (5)Concerning the overall school marketing strategy and the actual operation, the teachers working as administrators at the same time obtain obviously higher scores than the ones working as homeroom teachers. 10.The major difficulties in executing the marketing strategies are : “the schools lack professional marketing department or marketing personnel to take charge of the marketing affairs,” “teachers working in the administration department are occupied with their own school business and don’t have enough time to participate in promoting the school marketing activities,” and “the schools lack the budget to promote school marketing.” Keywords: senior and vocational high schools, marketing, school marketing, school marketing strategy

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