本研究旨在探討桃園縣國民中學學校內部行銷的認知及運作的整體概況，並了解學校內部行銷執行的問題或困難。
本研究採用問卷調查法進行資料蒐集與分析。以研究者根據文獻探討所得編製之「桃園縣國民中學內部行銷調查問卷」實施問卷調查。以桃園縣公立國民中學為研究範圍，於該等學校任職之學校人員為研究對象。本研究抽取桃園縣39所學校，兼任行政人員、一般教師與專任行政人員共628人為樣本，有效樣本數564人，可用率為89.8%。問卷調查結果採用描述性統計、t檢定與單因子變異數分析等統計方法進行分析。
本研究主要發現如下：
一、桃園縣國民中學學校人員普遍肯定學校內部行銷的重要性。
二、桃園縣國民中學學校內部行銷的運作屬於中上程度。
三、兼任行政人員及13-24班之學校人員在學校內部行銷重要性認知上顯著
較高。
四、男性、資深、行政人員、12班以下學校、偏遠地區學校在內部行銷
實際運作符合程度上顯著較高。
五、桃園縣學校內部行銷最主要的困境在於全校性教職員工聯誼活動次數
少、進修研習課務需自理參加意願低落、教職員工不熱衷校內聯誼活動等問題。
根據上述結論，本研究針對教育行政機關、學校單位及未來研究提出建議，作為國民中學實施內部行銷及未來相關研究之參考。
關鍵詞：國民中學、學校人員、內部行銷 / The purposes of this research were to explore the present situation on the perception, operation and difficulties of school internal marketing of the Junior High School in Taoyuan County.
This study was conducted with questionnaire survey to collect the data. The researcher applied the questionnaire survey by “The questionnaire of internal marketing of Junior High School in Taoyuan County” which was compiled through literature review. The researcher set the junior high schools in Taoyuan County as the study scope, and the staff in the schools as the subjects. The sample of this study is 628 people including pluralistic-administrative staff, teacher and full time-administrative staff from 39 schools in Taoyuan County. The effective sample size is 564 people. The usable rate for this research is 89.8%. The statistical methods employed in this study were descriptive statistic, t-test, and one-way ANOVA.
The analysis of the data revealed the following main conclusions:
1. The school personnel in Taoyuan County generally approve the importance of school internal marketing.
2. The operation of school internal marketing in the Junior High School in Taoyuan is upper level.
3. Pluralistic-administrative staff and the school personnel in which school type of 13-24 classes' size show higher perception on the importance of internal marketing.
4. Male, senior, administrative staff, school type under 12 classes’ size, and remote areas shows higher matching extent on operation of internal marketing.
5. The difficulties of school internal marketing in Taoyuan County are that the school staff doesn’t have enough fellowship activities, teachers has low willing to attend the in-service training programs since they have to deal with their class chores by themselves and the school staff are not fond of fellowship activities.
According to the conclusions above, the researcher offers suggestions to educational administration institutes, school department, and future researcher as reference to carry out internal marketing in junior high schools and related researches in the future.
Keywords: junior high school, school personnel, internal marketing
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094911007 |
| Creators | 李春芳, Lee, Chung Fang |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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