A Study of Marketing Strategy for One Normal University
| Autor: | Ping-Li Huang, 黃莉萍 |
|---|---|
| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 This research primarily intends to understand the marketing state, marketing dilemma of the case school, and the difference between the students’ cognitionsatisfaction and the importance expectation to the strategies of themarketing mix, and further gives suggestions to be the inference to the case school. This research gathered the relevant literature; questionnaire survey and personnel interview were used to proceed. About the questionnaire survey, the major respondents were the college students, graduated students, and students from extension division for in-service and continuing education in the second semester 93rd academic year from the case school. The hierarchically sampling is based on the college, and 600 questionnaires were surveyed, the valid questionnaires were 560 ones, and the rate of valid questionnaires was 93%. This research used SPSS 10.0 to run item analysis, validity analysis, factor analysis, descriptive analysis, t-test, one-factor multivariate analysis, and further figured the results based on importance-performance analysis (IPA). About the personnel interview, this research collected the head officer of recruiting division, secretary of the administrative office, and chief of research and development using purposive sampling. Combing the results of questionnaire and interview, this research gives some conclusions as below： 1.The respondents are not very satisfied with the strategies of the marketing mix, especially the product strategy. 2.The lowest aspect of satisfaction in the product strategy is “the employments of graduate students”, following by “course” and “equipment”. 3.The respondents all agree the importance of the strategies of marketing mix, especially “product strategy” and “faculty strategy”. 4.There is great gap between the importance expectation and the students’ cognition satisfaction of the overall marketing strategy, especially “product strategy” and “faculty strategy”. 5.There is significant difference between the importance expectation and the students’ cognition satisfaction, except “promotion strategy”. 6.The difference of the respondents’ background has partial significant difference between the importance expectation and the students’ cognition satisfaction. 7.The case school overcame much dilemma of the overall marketing strategy, and the major dilemma is “the lack of the budget resource”. According to the results, this research suggests that the case school should improve the course planning, and focuses on the employments of the students, simultaneously improves the teaching skills of the teachers, thus moves the students’ satisfaction up. Further research can investigate the reason that the differences between the students and the faculty in the school, and bring the specific solutions up. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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