English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51730289      Online Users : 632
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    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。
    Reference: 金耀基,大學之理念,台北:時報文化出版企業有限公司,民78
    洪順庭,邱創棟,理念行銷的分類與策略,管理評論,台北:國立政治大學企業管理研究所出版,民80
    洪順慶,蕭富峰,企業管理在職教育之服務品質探討,第四屆全國管理教育研討會,民81
    洪順慶,王俊如,高等教育行銷的本質與管理教育行銷,第五屆全國管理教育研討會,民82
    胡其忠,企研所認知、偏好、選擇過程之研究,國立中山大學企業管理研究所未出版碩士論文,民75 。
    許士軍,轉型中的我國大學及管理教育,台北:地球出版社,民81
    黃再德,行銷觀念應用於大學科系招生之研究,國立中山大學企業管理研究所未出版碩士論文,民74
    天下雜誌,企業最愛那個大學的畢業生? 143 期,民82
    英文部分
    Aaker, David A., Managing Brand Equity, N. Y. The Free
    Press, 1991.
    Assael, Henry, Consumer Behavior and Marketing Action, Boston
    Massachusetts : PWS-KENT Publishing Company, 1992.
    Berry, Leonard, Big Ideas In Services Marketing, The Journal of
    Services Marketing, Vol.1 No.1, Summer 1987: 5-9.
    Berry, Leonard L. and A. Parasuraman, Marketing Services:
    Competing Through Quality, N. Y. : The Free Press, 1991.
    Brown, Stephen W. and Teresa A. Swartz, A Gap Analysis of
    Professional Service Quality, Journal of Marketing, 1989 :
    92-98.
    Cronin, Jr.,J. Joseph & Steven A. Taylor, Measuring Service
    Quality: A Reexamination and Extension, Journal of Marketing,
    July 1992 : 55-68.
    Engel, James F., Roger D. Blackwell and Paul W. Miniard, Consumer
    Behavior, Orlando: The Dryden Press, 1990.
    Gronroos, Christian, A Service Quality Model and its Marketing
    Implications, European Journal of Marketing, Vol.18 No.4,
    1984 : 36-44.
    Gronroos, Christian, Defining Marketing : A Market-Oriented
    Approach, European Journal of Marketing, Vo1.23 No.1, 1989
    : 52-60.
    Gummesson, Evert, Marketing-Orientation Revisited : The Crucial
    Role of the Part-Time Marketer, European Journal of Marketing,
    Vo1.25 No.2, 1991 : 60-75.
    Hill, C. Jeanne and Sue E. Neeley, Differences In The Consumer
    Decision Process for Professional vs. Generic Services, The
    Journal of Services Marketing, Vol.2 No.1, 1988 : 17-23.
    Holley, Graham J., James E. Lynch, and Jenny Shepherd, The
    Marketing Concept : Putting the Theory intoPractice, European
    Journal of Marketing, Vo1.24 No.9, 1990 : 7-23.
    Houston, Franklin S., The Marketing Concept: What It Is and
    What It Is Not, Journal of Marketing, April 1986 : 81-87.
    Houston, Franklin S. & Jule B. Gassenheimer, Marketing and
    Exchange, Journal of Marketing, Vol.51, 1987 : 3-18.
    Kohli, Ajay K. and Bernard J. Jaworski, Market Orientation
    The Construct, Research Propositions, and Managerial Implications,
    Journal of Marketing, April 1990 : 1-18.
    Kotler, Philip, Marketing Management: Analysis, Planning, Implementation,
    and Control, 7th Edition, New Jersey: Prentice-Hall, 1991.
    Kotler, Philip, and Karen F. A. Fox, Strategic Marketing for
    Educational Institutions, New Jersey: Prentice-Hall, 1985.
    Kotler, Philip, and Eduardo L. Roberto, Social Marketing:
    Strategies for Changing Public Behavior, New York: The
    Free Press, 1989.
    Kotler, Plilip, and Alan R. Andreasen, Strategic Marketing for
    Nonprofit Organications, New Jersey: Prentice-Hall, 1987.
    Litten, Larry H., Educational Essentials and the Marketing of
    Higher Education, Marketing of Services, Proceedings Series
    of American Marketing Association, 1981 : 134-137.
    Morgan, Neil A., Implementing Marketing : Key Issues for Professional
    Service Firms, Journal of Professional Services
    Marketing, Vol.6(1) 1990 : 7-16.
    Parasurman, A.,Valarie A. Zethamal, and Leonard L. Berry, A
    Conceptual Model of Service Quality and Its Implications for
    Future Research, Journal of Marketing, 1985 : 41-50.
    Piercy, Nigel and Neil Morgan, Internal Marketing-The Missing
    Half of the Marketing Programme, Long Rang Planning,
    Vo1.24 No.2, 1991 : 82-93.
    Rouse, Ruby A., Understanding Service Marketing: A Theoretical
    Analysis of Professional-Client Exchanges, Journal of Professional
    Services Marketing, Vol.8(1) 1991 : 17-43.
    Shapiro, Benson P., Marketing for Nonprofit Organizations, Harvard
    Business Review, September-October 1973 : 123-132.
    Shaprio, Benson P., What the Hell Is `Market Oriented` ?, Harvard
    Business Review, November-December 1988 : 119-125.
    Stewart, Karen L., Applying a Marketing Orientation to a Higher
    Education Setting, Journal of Professional Services Marketing,
    Vo1.7(2), 1991 : 117-124.
    Stone, Marilyn A. and Sandy Thomson, How Far Can Marketing
    be Applied Within the Further Education Sector ?, The
    Quarterly Review of Marketing, Autumn 1987 : 16-19.
    Tansuhaj, Patriya, Donna Randall and Jim McCullough, A SerVIces
    Marketing Management Model: Integrating Internal
    and External Marketing Functions, The Journal of Services
    Marketing, Vol.2 No.1, 1988 : 31-38.
    Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman,
    Communicationand Control Processes in the Delivery of
    Service Quality, Journal of Marketing, 1988 : 35-48.
    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

    Files in This Item:

    There are no files associated with this item.



    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback