| Abstract: | 本研究主要目的在探究背景變項在「產品策略」、「通路策略」、「價格策略」與「推廣策略」(以下稱為4Ps)之差異性，並藉由邏輯斯迴歸探究行銷4Ps、性別與科別對於「學生選擇符合期待與否」進行預測。 為達本研究目的，研究者依相關文獻自行編製「行銷4Ps量表」乙份問卷，回收有效問卷共計711份，回收率為 95%。依據資料蒐集分析結果，本研究做出下列幾點結論：(一)學生對於4Ps的重要性認知，排序分別為「價格策略」、「通路策略」、「產品策略」與「推廣策略」。(二)「性別」在「產品策略」與「推廣策略」有顯著差異，且女生平均數高於男生；其餘均無顯著差異性。(三)「科別」在「價格策略」、「推廣策略」與「通路策略」未達顯著差異。(四)「科別」在「產品策略」上具顯著差異，依據科別之事後比較，發現「應用英文」、「電機科」、「資訊科」與「資料處理」在「產品策略」 上達顯著差異，其中又以「應用英文」之產品策略重要性認知之平均值最高。(五) 透過邏輯斯迴歸分析發現「產品策略」、「性別」以及「科別」等因素對於學生選擇職業類科是否符合期待與否具有影響力(預測力)。 根據研究發現，本研究於第五章針對台中市某私立高中提供招生行銷建議，亦期望可以提供給同性質之學校做為後續經營上之參考。關鍵字: 行銷4Ps、私立高中、職業類科
The purpose of this study is to investigate how product , place , pricing and promotion strategies (below referred as 4Ps) influence students on choosing a vocational major in a private senior high school in Taichung and the relationships among background variables, gender and vocational majors, and 4Ps. 711 sets of valid data are collected and analyzed with SPSS20.0. The qualitative tests adopted are descriptive statistics, t-test, One-Way ANOVA and logistic regression. Discovers are summarized as below:1. Importance of 4Ps is in the order of pricing strategy followed by place strategy, product strategy and promotion strategy.2. The independent variable, gender, has significant difference in both product and promotion strategies. Compared to male students, female students consider them as more important factors.3. The independent variable, vocational majors, has no significant difference in pricing promotion and place strategies.4. The independent variable, vocational majors, has significant difference in product strategy, especially in Applied English, Electrical Engineering, Computer Science and Information Processing.5. Through logistic regression, product strategy, gender and vocational majors could be assistance of students to forecast the satisfaction of their school choices. With the findings, the specific recommendations are made in Chapter 5. Hopefully it can be a great help to this school or other schools similar in nature.Key words: marketing 4Ps, private senior high school, vocational majors |
