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論文名稱: 我國技職校院研究所招生策略之研究

　　　　　研究生: 嚴玉華
　　 　　指導教授: 陳木金
　　　　學位類別: 碩士
　　　　校院名稱: 國立台北師範學院
　　　　系所名稱: 國民教育研究所
　　　　　　學號: 8989006
　　　　　學年度: 90
　　　　　語文別: 中文
　　　　論文頁數: 196
　　　　　關鍵字: 技職校院研究所 Technological and Vocational Graduate School
　　　　　　　　招生策略 Admission Strategics
　　　　　　　　市場區隔策略 Market Segmentation Strategics
　　　　　　　　目標市場選擇 Market Targeting
　　　　　　　　形象定位策略 Image Positioning Strategics 　　　
　　　　　　　
　　　　　　　　　　　[論文摘要]

本研究旨在了解我國技職校院研究所招生策略之現況，並根據研究結果提出結論與建議。
基於研究動機，本研究歸納以下四個研究目的：
一、了解技職校院研究所招生市場區隔策略的現況。
二、了解技職校院研究所招生經營規劃的現況。
三、了解技職校院研究所招生市場區隔策略與招生經營規劃的關
係。
四、根據研究結果提供教育行政機關、技職校院研究、技職校院學
生作為招生策略規劃及進修指標的參考。
為達上述目的，本研究首先從有關文獻中探討「目標行銷」的理論，並以此作為本研究之
理論基礎，建構本研究之研究架構並導出研究問題，繼之以自編之「我國技職校院研究所
招生策略之調查問卷」實施問卷調查，蒐集相關資料。主要研究對象是七所技術學院或科
技大學主修商學類與工學類的四技同學為範圍，共回收有效問卷513份。分別以積差相關分
析、信度分析、因素分析、描述統計、集群分析、區別分析、變異數分析與事後多重比較
、卡方檢定等統計方法對研究資料進行分析，主要發現如下：
一、學生在市場區隔量表得分高低依序為「學習取向」、「生活取向」、「就業取向」、
「聲望取向」，在六點量表上得分為4.52分至4.88分，皆屬良好程度。
二、學生在招生經營規劃量表得分高低依序為「形象定位策略」、「目標市場選擇」，在
六點量表上得分為4.15分至4.84分，皆屬良好程度。
三、不同「住址或戶籍地」、「未來希望就業地」的市場區隔策略上，
學生並無顯著差異，然而在不同「學校所在地」的市場區隔策
略上，學生確有顯著差異。
四、不同「住址或戶籍地」、「未來希望就業地」在學生的招生經營
規劃上無顯著差異，然而在不同「學校所在地」的招生經營規
劃上，學生確有顯著差異。
五、不同「學校所在地」在三集群學生中差異不顯著，而不同「住
址或戶籍地」、「未來希望就業地」在三集群學生中具有顯著差
異。
六、除了「職業取向」集群外，「生活取向」和「願景取向」二集
群在目標市場選擇的宣導策略上有共同的偏好。
七、除了「願景取向」集群外，「生活取向」和「職業取向」二集
群在形象特性上有相同的偏愛。
最後根據研究結果，討論及結論，針對「教育行政機關」、「技職校院研究所」、「技職
校院學生」及「未來相關研究」等四方面提出建議，期能提供行政研究及實務之參考。

[摘要]
A Study of the Admission Strategics in Taiwan's
Technological and Vocational Graduate Schools
　　　　　　　　　　　　 ABSTRACT
The research is to realize the current situation of admission strategics in
the
technological and vocational graduate school, and to forward conclustions and
suggestions according to the results. Based on the motivations, it can be
categorized into four purposes:
1.　to realize the current situation of the market segmentation strategics on
the admis
sion of technological and vocational graduate schools.
2.　to realize the current situation in managing strategics on the admission of
technological and vocational graduate schools.
3.　to realize the relationship between the market segmentation strategics and
in
managing strategics on the admission of technological and vocational graduate
schools.
4.　to present, according to the results, constructive suggestions to the
institute of
　educational administration,technological and vocational graduate schools,
and technological and vocational students, serving as a reference in the
management of admission strategics.
To achieve the aims mentioned above, the research starts from exploring the
theories of focused marketing through related papers and articles, from which
the fundamental theory is formed, the framework constructed, and the research
questions derived. In order to gather related data and information, it is
followed by sending out the self-made questionnaire on "The admission
strategics of technological and vocational graduate schools". The researcher
intends to restrict the targets within the range of the students major in
business and engineering department of four-year part in seven technological
and vocational colleges or universities. Thus, 513 valid copies are colleced.
After the data have been carefully studied by using statistical methods of
product-moment correlation analysis, reliability analysis, factor analysis,
descriptive statistics, cluster analysis, discrimination analysis, analysis of
variance, afterwards hierarchical comparison, chi-square tests.etc.,the main
discoveries are as follows:
1.　It is noted that on the six-point rating scale of market segmentation
strategics,
the students score between 4.52 and 4.88 points, which is reasonably well, in
　Learnging Orientation, Life Orientation, Job Orientation and Reputation
Orientation from high to low.
2.　It is noted that on the six-point rating scale in managing admission
strategics,the
students score between 4.15 and 4.84 points, which is reasonably well in Image
Positioning Strategics and Market Targeting from high to low.
3.　Different "address or domicile" and "work location in future" make no
difference
In the students' market segmentation strategics but the different "school
location" contributse to make a lot of difference in that.
4.　Different " address or domicile " and "work location in future" make no
difference in the students' managing admission strategics but the different
"school location" contributes to make a lot of difference in that.
5.　Different "present position"and "work location in future" make a lot of
difference in the students of three clusters.but the different "school
location"
contributes to make no difference in that.
6.　Both "Life Orientation" cluster and "Vision Orientation"cluster have the
same
favorite promotion strategics of market targeting except "Employment
Orientation" cluster.
7.　Both "Life Orientation" cluster and "Employment Orientation" cluster have
the
same favorite image characters except "Vision Orientation"cluster.
　Finally, based on the research results, discussion and conclusions,the
researcher advances the suggestions on "Institute of Educational Adiministrtion
",
"Technological and Vocational Graduate Schools" ."Technological and Vocational
Students " and "Related Researches In Tthe Future", hoping that they can be of
referential value as far as administration research and practice are concerned．