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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/89040
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/89040


    Title: 高等教育行銷之研究
    Marketing of Higher Education
    Authors: 王俊如
    Wang, Jyun-Ru
    Contributors: 洪順慶
    Horng, Shun-Ching
    王俊如
    Wang, Jyun-Ru
    Keywords: 高等教育;行銷;大學行銷
    Marketing;University;Education
    Date: 1992
    Issue Date: 2016-05-02 13:23:58 (UTC+8)
    Abstract: 本研究從高等教育行銷的特質出發, 依文獻中指出大學行銷具有的特質再就各領域的相關文獻探討, 並找出相對應於各項特質,大學應能採取的行銷作為,經實證結果顯示各項特質大多得到證實。 因素分析的結果,可將大學行銷的特性歸納為社會使命╱專業人士因素、 顧客成熟度因素、不可分離性因素、功能品質因素、信任品質因素、無形性因素等六項。 除了在信任品質因素未得到證實外, 實證顯示大學行銷具有本研究所提出的特性。 將受訪樣本依學校別計算績效得分與行銷作為得分,發現行銷作為得分較高者, 該校的學生之品牌忠誠度得分愈高,口碑溝通頻率高,口碑愈佳, 再將樣本依行銷作為得分的高低分成兩群,比較其在績效上的得分,也得到統計上的顯著差異水準, 顯示本研究提出的行銷作為的確與行銷績效有顯著的相關。
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    Description: 碩士
    國立政治大學
    企業管理學系
    G80355018
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002004066
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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