(3.230.76.48) 您好!臺灣時間:2021/04/13 16:28
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:盧秀麗
研究生(外文):Lu Hsiu-Li
論文名稱:私立高中招生人員與選校決策者關係互動之研究
論文名稱(外文):The Study of interactions between Recruiters and Entry Decision-markers: As an Example of a Private High School
指導教授:姚惠忠姚惠忠引用關係
指導教授(外文):Yao Hui-Chung
學位類別:碩士
校院名稱:大葉大學
系所名稱:人力資源暨公共關係學系碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:108
中文關鍵詞:關係行銷互動行銷招生策略
外文關鍵詞:Relationship marketingInteractive marketingRecruiting strategy
相關次數:
  • 被引用被引用:11
  • 點閱點閱:456
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:172
  • 收藏至我的研究室書目清單書目收藏:9
本研究旨在探討私立高中招生人員與學生家長之間的關係互動內容。從關係互動觀點,以整合行銷溝通、人員、服務過程、互動時實體環境(設施)四個面向,希望了解雙方在發現、解讀訊息時,可能產生的正面或負面認知,從而歸納若干運用互動行銷之原則或策略,以供私立高中進行招生工作之參考。本研究採深度訪談法,以卅三位某私立高中一年級家長與四位資深老師為訪談對象,並歸納以下數點研究發現:
1. 選校決策者的口耳相傳,是學校運用互動行銷於招生工作的最大助力。
2. 善用意見領袖人際傳播,可提昇計劃性訊息可信度。
3. 發展選校決策者夥伴關係,共創價值。
4. 學校必須監控非計畫訊息,以避免造成決策者的負面認知。
The study aims to explore the content of interactions between the recruiters of private high schools and the decision-makers of applicants—usually their parents. Four dimensions—marketing mix, personnel, process and presence—are viewed to understand the decision-makers’ positive and negative perception resulted from the binary interactions, so that some principles and strategies of interactive marketing can be induced.
The study interviews 33 decision -makers and 4 teachers from a private high school to conclude the following:
1. The word and mouth among decision-makers can be powerful communication tool for schools.
2. Communication through opinion leaders impact the credibility of programmed information.
3. Values can be created by developing partnership with decision- makers.
4. It’s necessary to monitor the un-programmed information to deal with the possible impacts that may lead to negative perception.
目 錄
封面內頁
簽名頁
授權書 iii
中文摘要 iv
英文摘要 v
誌謝 vi
目錄 vii
圖目錄 x
表目錄 xi

第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻探討
第一節 關係行銷 6
一、 關係發展過程 7
二、 關係維持因素 12
第二節 互動行銷相關文獻 17
一、 互動行銷定義 17
二、 互動傳遞方式 21
三、 互動接觸功能 22
第三節 選校決策文獻探討 26
第三章 研究方法
第一節 研究架構 31
第二節 研究對象 32
第三節 資料蒐集方法 36
一、 深度訪談 36
二、 本研究採質性研究原因 36
三、 研究效度 37
四、 研究信度 38
第四章 資料分析
第一節 整合行銷溝通 40
4-1-1 計劃性訊息所產生的正面認知或效果 41
4-1-2 非計劃性訊息所產生的正面認知或效果 44
4-1-3 非計劃性訊息所產生的負面認知或效果 48
4-1-4 計劃性訊息所產生的負面認知或效果 50
第二節 人員接觸 55
4-2-1 計劃性訊息所產生的正面認知或效果 56
4-2-2 非計劃性訊息所產生的正面認知或效果 59
4-2-3 非計劃性訊息所產生的負面認知或效果 61
4-2-4 計劃性訊息所產生的負面認知或效果 62
第三節 服務過程 66
4-3-1 計劃性訊息所產生的正面認知或效果 66
4-3-2 非計劃性訊息所產生的正面認知或效果 73
4-3-3 非計劃性訊息所產生的負面認知或效果 75
4-3-4 計劃性訊息所產生的負面認知或效果 77
第四節 實體(環境)設施 80
4-4-1 計劃性訊息所產生的正面認知或效果 80
4-4-2 非計劃性訊息所產生的正面認知或效果 82
4-4-3 非計劃性訊息所產生的負面認知或效果 82
4-4-4 計劃性訊息所產生的負面認知或效果 86
第五章 研究結論與建議
第一節 研究結論框架修正 88
第二節 研究發現與未來研究建議 94
一、 主要研究發現與管理意涵 94
二、 研究限制與未來研究方向 99
參考文獻 101

圖目錄

圖1-1 研究流程圖 5
圖2-1 關係互動水準 14
圖2-2 服務金三角 18


表目錄
表2-1 關係發展過程模式 9
表2-2 互動行銷3Ps構面 19
表2-3 行銷、溝通與整合行銷交錯關係一覽表 23
表2-4 選校決策相關文獻彙整 27
表2-5 學校招生人員與選校決策者互動介面-選校決策構面 30
表3-1 研究前分析框架 32
表3-2 深度訪談對象(選校決策者部分) 33
表3-3 深度訪談成員(老師部分) 35
表5-1  選校決策者與學校招生人員互動意見分析表 89
一、中文部份

1.方世榮譯,Egan,J.原著,(2005),關係行銷。台北市:五南。
2.朱柔若譯(2002)。Neuman, W.L.原著。社會研究方法-質化與量化取向。台北市:揚智。
3.吳芳韻(2003)。關係式交易中關係變化過程之研究。國立高雄第一科技大學行銷與流通管理系碩士論文,未出版。高雄市。
4.吳思華(2000)。策略九說-策略思考本質。台北市:臉譜。
5.林素珠(2001)。影響技術學院甄試生選校決策因素及其資訊管道之探討。大葉大學工業關係學系碩士論文,未出版,彰化縣。
6.林靜珊(2002),大學甄試生選校決策因素之探討。大葉大學工業關係學系碩士論文,未出版,彰化縣。
7.林陽助(2005)。行銷關係很重要 。突破雜誌235期。
8.姚惠忠(2004)。公關基本教練。台北市:威肯公關。
9.高敬文(1996)。質化研究論。台北市:師大書苑。
10.留淑芳(2003)。網路口耳相傳訊息特性及接受者行為特質對態度形成之影響。國立台灣大學商學研究所博士論文。未出版,台北市。
11.唐連清(2004)。高職生選校時重視的服務品質影響因素之探討-以北縣某私校高職為例。銘傳大學管理科學研究所在職專班,未出版,台北市。
12.項靖、陳儒晰、陳玉箴、李美馨等譯(2002)。Locke, L.F,Spirduso, W.W.,& Silverman,S.J.原著。論文計畫與研究方法,原文第四版,台北:韋伯出版。
13.張瑛真(2004)。學校行銷策略在國民小學之應用-一所台中市國民小學之個案研究分析。台中師範學院國民教育研究所碩士論文,未出版,台中市。
14.黃義良(2003)。國民中小學學校行銷指標與行銷運作之研究。國立高雄師範大學教育學系博士論文,未出版,高雄市。
15.曹春隆(2001)。專科學生升學與選擇校系態度之研究。大葉大學工業關係學系碩士論文,未出版,彰化縣。
16.薛適敏(2000)。消費者選擇與放棄決策對購後行為之影響。國立中央大學企業管理研究所碩士論文。未出版,桃園市。
17. 陳正憲(2002)。接觸介面功能與顧客行為意向關聯性之研究-不同關係發展歷程下之分析。東吳大學商學院企業管理學系碩士論文,未出版,台北市
18. 陳聰吉(2002)。高雄市國中生選填志願影響因素之研究。國立中山大學人力資源管理研究所碩士論文,未出版,高雄市。
19. 彭曉瑩(2000)。師範校院教育行銷現況、困境及發展策略之研究。國立台南師範學院國民教育研究所碩士論文,未出版,台南市。
20.鐘雅麗(2004)。中部縣市商業技職學生升學考量因素之分析。南華大學管理科學研究所碩士論文,未出版,彰化縣。

二、英文部分

1.Bansal, H. S. and P. A. Voyer (2000). World-of-Mouth Processes within a Services Purchase Decision Context, Journal of Service Research, Vol. 3, pg. 166, Nov.
2.Berry, L. L (1983). Relationship Marketing, in Berry , L. L ., Shostack, G. L. & Upsah, G. D. (Eds)Emerging Perspectives of Services Marketing . Chicago , IL: American Marketing Assocication, pp. 25-28.
3.Berry, L. L. and A. Parasuraman(1991), Marketing Service-competing Through Quality, The Free Press.
4.Bitner, M. J. (1990). Evaluatingservice encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(Apr.), 69-82.
5.Bitner, M. J. (1995) Building Service Relationship: It′s All about Promises, Journal of the Academy of Marketing Seience, 246-251.
6.Bitner, M. J. & Zeithaml, V. A.(1996). Customer perceptions of service. Mcgraw-Hill Intertional editions.
6.Busch, P. and D. T. Wilson(1976), An Experimental Analysis of a Salesmans’s Expert and Referent Bases of Social Power in the Buyer-seller Dyad, Journal of Marketing Research, 13, 3-11.
7.Buzzell, Robert D, and Gwen Ortmeyer(1995), Channel Partnerships Streamline Distribution, Sloan Management Review, 36(Spring), 85-96.
8.Clark, M. (2000). Customer service, people and processes in Cranfield School of Management Marketing Management:A Relationship Marketing Perspective .Basingstoke:Macmillan.
9.Coombs, W. T. (2001). Interpersonal Communications and Public Relations. In Heath, R. W. (ed). The Handbook of Public Relations, N. Y.: Sage.
10.Copulsky, Jonathan. R. & Michael J. Wolf, (1990). Relationship Marketing: Positioning for the Future, Journal of Business strategy, 11(4), July / August: 16-20.
11.Derlega, V. J., & Grzelak, J. (1979)Appropriateness of self-disclosure: Origins, patterns, and implications of oneness in interpersonal relationship, CA: Jossey-Bass.
12.Duncan, T. and Moriarty E. Sandra(1998)
.Acommunication-Based Marketing Model for Managing Relationships, Journal of Marketing, 62(April), 1-13.
13.Durkin, D. (1997). Interactive marketing: Customers as collaborators. Marketing strategies service. (ERIC Document Reproduction Service No. ED408425).
14.Dwyer, F. R, P. H. Schurr, and S. Oh(1987)Developing
Buyer-seller Relationships, Journal of Marketing, Vol. 51, April, pp. 11-27.
15.Fitzsimmons, J. and M. F itzsimmons, (1998)The Service Encounter, Chapter 9 in Service Management:Operation, Strategy, and Information Technology, 2nd ed., Boston: Irwin/McGraw Hill.
16.Fournier, S. (1998) Customers and their brands: Developing Relationship theory in consumer research., Journal of Marketing Research, 24(4). 343-373.
17.Gabbott, Mark and Hogg, Gillian (1998), Consumers and Services, John Wiley&Sons Ltd, England.
18.Goodman, Lester E, and Paul Dion (2001), The Determinants of Commitment in the Distributor-Manufacturer Relationship, Industrial Marketing Management, Vol. 30. , p.287-300.
19.Gronoos, C. (1984). Internal Marketing-Theory and Practice ,in Service Marketing in changing Environment, T.. M. Bloch et al., American Marketing.
20.Gronoos, C.(1984). A Service Quality Model and Its Marketing Implications, European Journal of Marketing, 18(4), 36-44.
21.Gronoos, C., (1990). Relationship Approach to Marketing in Service Context:The Marketing and Organizational Behavior Interface , Journal of Business Research, January, 5-8.
22.Gronoos, C. (1990). Service Management and Marketing. Managing the Moments of Truth in Service Competition. Lexington, MA:Lexington Books.
23.Gronoos, C. (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, Management Decision, 32(2) , 4-20.
24. Gronoos, C. (1997). Value-driven relational marketing: from products to resources and competencies, Journal of Marketing Management, 13(5) , 407-20.
25.Gronoos, C. (2004)The relationship marketing process: communication, interaction, dialogue, value, The Journal of Business & Industrial Marketing; 19(2), 99.
26.Grunging, J. E. & Repper, F. C. (1992)Strategic Management, Public and Issues. In Gruning, J. E. (Ed) Excellent in Public Relations and Communications Management , Hillsdale NJ: Lawrence Erlbaum.
27.Gummesson, E. (1987). The New Marketing-Developing Long-Term Interactive Relationship, Long Range Planning, 20 (4), 10-20.
28.Gummesson, Evert. (1999), Total Relationship Marketing:Rethinking Marketing Management from 4Ps to 30Rs. Oxford:Butterworth Heinemann.
29.Ha, L., & James, E . L. (1998). Interactivity Reexamined:A Baseline Analysis of Early Business Websites, Journal of Broadcasting and Electronic Media, 42 (4) , 457-470.
30.Hoffman and Novak(1996). Measuring the Flow Experience Among Web User, Interval Research Corporation, Jul. www2000. ogsm. Vanderbilt. edu.
31.Holmlund, M. (1996), A Theoretical Framework of Perceived Quality in Business Relationships, Hanken Swedish School of Economics Helsinki/CERS, Helsingfors.
32.Holmlund, M. (1997), Perceived Quality in Business Relationships, Hanken Swedish School of Economics Finland / CERS, Helsingfors.
33.Huang, Perng-Fei(1998), Relationship Marketing:Investigation into Consumers’ Initiation, Maintenance&Adjustment/Disengagement of Marketing Relationship, Business Administration, The University of Mississippi.
34.Kristof, D. W., G. Odekerken - Schroder, and D.Lacobucci(2001), Investments in Consumer Relationships:A Cross-country and Cross-industry Exploration, Journal of Marketing, 25, 33-50.
35.Jacobs, R. S., Hyman, M. R., & McQuitty, S. (2001). Exchange-specific self-diclosure social self-disclosure, and personal selling. Journal of Marketing Theory and Practice, Winter, 48-62.
36.Klemz, B. R.(1999)Assessing contact personnal / customer interaction in a small town: Differences between large and small retail districts. The Journal of Service Marketing, 13(1), 194-211.
37.Lau, G. T. and Ng, Sophia. (2001), Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour, Canadian Journal of Administrative Sciences, vol. 18, pp. 163-178, Sep.
38.Lilijander, V.and T. Strandvik, (1995), The Nature of Customer Relationship in services, Advances in Services Marketing and Management, JAI Press, Vol. 4, pp. 141-167.
39.Liu, Cheng-tao & Kurt, E.Hodonos(1997). Internet Advertising:An Examination of Its Value and Potential, American Marketing Association Proceedings.
40.Lovelock, Christopher H. (1983), Classifying Services to Gain Strategic Marketing Insights, Journal of Marketing, Summer, Vol. 47, pp.9-20.
41.Lovelock, Christopher H.(1996). Services marketing. Prentice-Hall International editions.
42.Mayer, Roger C., James H. Davis and F. David Schoorman, (1995), An Integrative Model of Organization Trust, Academy of Management Review, Vol. 20, pp. 709-734.
43.Morgan, R. M. & Hunt, S. D. (1994)The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 58, 20-38.
44.Patton, M. Q. (1990)Qualitative Evaluation and Research Methods,California: Sage Publication.
45. Ravald, Annika & Christian Gronross(1996). The Value Concept and Relationship Marketing, European Journal of Marketing, 30 (2), 19-30.
46.Schouten, J. W. & McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the new biker. Journal of Consumer Research, 22(1) , 43.
47.Shani, D., & Chalasani, S. (1992). Exploiting Niches Using Relationship Marketing. The Journal of Consumer Marketing, 3, 33-42.
48.Shimp, T. A.(1997).Advertising, promotion, and supplemental aspects of integrated marketing communications. Texas:The Dryden Press.
49.Shostack, G. Lynn (1985). Planning the Service Encounter. In Czepiel, J. A., Solomon, M. R. & Surprenant, C. F. (Eds.), The Service Encounter:Managing Employee / Customer Interaction in Service Business, UK: Lexington Books, Lexington, MA, pp. 243-254.
50.Shostack, G. L. (1977) Breaking free from product marketing . Journal of Marketing, 41(April), 73-80.
51.Storbacka, K., T. Strandvik, and Christian Gronross (1994), Managing Customer Relationships for Profit:The Dynamics of Relationship Quality,International Journal of Service Industry Management, 5:6, 21-38.
52.Williamson, O. E.(1983), Credible Commitments:Using Hostages to Support Exchange, American Economic Review, 73: 4, 519-540.
53.Wilson, D. T. (2000) An integrated model of buyer-seller relationships. In Sheth, J. N. & Parvatiyar, A. (eds)Handbook of Relationship Marketing. Thousand Oaks CA : Sage pp. 245-70.
54.Zeithaml, V. A. & Bitner, M. J (2003). Service marketing: Integrating customer focus across the firm . New York, NY: McGraw-Hill.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔