嘉南藥理大學創新教務教學措施成效分析 ─ 子計畫四：學校品牌之網路聲量影響選校意願之研究

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Title:	嘉南藥理大學創新教務教學措施成效分析 ─ 子計畫四：學校品牌之網路聲量影響選校意願之研究
Authors:	江啟惠
Contributors:	校務研究中心資訊管理系
Keywords:	網路聲量學校品牌招生行銷策略選校意願 Network Sound Volume School Brand School Marketing Strategy Selecting School Decision
Date:	2019
Issue Date:	2020-03-11 11:13:54 (UTC+8)
Abstract:	本研究旨在探討學校在面對少子女化的影響下，學校品牌之網路聲量與運用招生行銷策略，對學生選校意願的影響力。本研究採用定位圖理論，透過OpView工具將資料取回，將文章內容與學校品牌資料庫進行分詞，並繪製品牌網路聲量好感度之定位圖。本研究結果提供下列建議： 1.本研究結果顯示嘉藥知名度之網路聲量與崑山相近，但與南臺有差距，因此提升學校品牌知名度須強化。 2.本研究建議從就學相關、民生相關與畢業出路提出策略，吸引高中職學生就讀嘉藥意願。 3.本研究結果顯示學校品牌知名度與網路聲量對學生選校意願有顯著影響，建議學校必須提出經營策略。 The purpose of this study is to explore the influence of the school’s network sound volume and the use of enrollment marketing strategies on the students’ willingness to choose schools under the influence of children. In this study, the location map theory was used to retrieve the data through the OpView tool, segment the article content with the school brand database, and map the location of the brand network sound volume. The results of this study are to provide the following recommendations: 1. The results of this study show that the online volume of CNU’s popularity is similar to KSU, but there is a gap with STUST. Therefore, it is necessary to strengthen the brand awareness of the school. 2. This study proposes strategies from school-related, people’s livelihood-related and graduation outlets to attract high school vocational students’ willingness to study CNU. 3. The results of this study show that the popularity of the school’s brand and the of the Internet Sound Volume have a significant impact on students' willingness to choose a school. It is recommended that schools must propose business strategies.
Relation:	計畫編號：CN10804
Appears in Collections:	[Center of Institutional Research] CNU Project [Dept. of Multimedia and Game Development] CNU Project [Dept. of Information Management] CNU Project

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