| 摘要: | 因應少子化問題，根據內政部統計處人口統計數據顯示台灣每年的新生兒人口數從1991年 321,932人降至西元2018年 181,601 人，整整少了140,331人，減少幅度達 43.59%。台灣少子化現象是值得重視的議題，少子化不單單只是影響中小學而已，也逐年帶給大專校院壓力。根據教育部2018年統計資料顯示我國現有大專校院數多達一百六十所以上，大專校院招生總人數，已超過全台灣所有的高中職畢業生總人數，因而產生招生不足問題發生，招生不足會對這些院所科系及學校產生營運上的困難。
基於校務研究出發點，本研究經由兩次問卷調查，對象是透過一年級新生入學學生的回饋反思當時選擇學校或科系誘因為何。經由本研究提出招生行銷假設模型，首先第一次問卷發放於2017年，採用因素分析方法發現變數之間所潛在構面，本研究總共發現八個構面，包括教學特色、教學設施、就業輔導、居住功能、課外活動、媒體廣告、社會支持及社會評價。第二次刪除較少關聯因素項目之後於2018年進行問卷調查，並經由結構方程模型驗證分析方法檢測結果，其中五項假設檢定都符合原先提出的假設情況，但另外發現一項構面課外活動並不支持正向影響教學特色的形成。期望透由採用上述八個構面及因素項目進行招生方式運用，能夠增加招收新生入學數量，為私立學校經營者長期經營，提供了較為堅實的招生策略因素來源分析基礎。
在資訊管理的運用議題上，透過本研究問卷調查及分析結果找出關鍵因素，配合校務研究資料庫建置，校方可以累積大量學生及教學的資料。在累積多年以後，校務研發單位可以設想對學校發展各種經營議題，譬如學生來源分布、學生成績好壞、學生參加過的比賽，或者是心理諮商中心輔導紀錄，等等。經由資料庫資料交叉比對，希望能分析出學校經營狀況優點與缺點，做為經營者下定決策的判斷依據。;The Statistics Enquiry Network Report by the Ministry of the Interior of Taiwan focused on the country’s low birthrate; the number of newborns declined from 321,932 in 1991 to 181,601 in 2018, a decrease of 140,331 (43.59%). This declining birthrate has affected elementary and junior high schools and gradually placed pressure on colleges and universities. According to the Ministry of Education, the number of tertiary institutions in Taiwan exceeded 160 in 2018, and the number of available admission positions at colleges and universities exceeds the number of senior high school graduates. Thus, numerous junior college departments have begun to experience insufficient enrollment. Low enrollment affects the performance of faculties at such schools.
With reference to the relevant literature and conduct institutional research, this study administered two questionnaires to obtain feedback from freshmen to examine their school or department choice and create a model of enrollment marketing. The first questionnaire was administered in 2017. We used the exploratory factor analysis to identify hidden constructs among variables. The current study focused on eight constructs: teaching characteristics, teaching facilities, employment counseling, living functions, extracurricular activities, media advertising, social support, and social evaluation. After eliminating irrelevant factor items, we conducted another questionnaire in 2018. Through confirmatory factor analysis and structural equation modeling, we examined potential variables to identify those that could be used by school administrators in formulating an enrollment strategy. According to the results of the model, five hypotheses confirmed our theoretical assumptions. Our results present surprising findings; the extracurricular activity construct exerted a not support positive influence on the formation of teaching characteristics. According to our hypothesis, targeting these eight constructs for enrollment marking should increase the number of freshmen enrollment. Thus, our results provide private school operators with a solid foundation for developing a long-term student enrollment strategy.
Through our questionnaire survey and analysis, we identified several key factors of the application of information management. Many student and teaching data can be accumulated through a school affairs database established for related research. After years of accumulating data, the school research and development unit can target for improving school business development, such as the distribution of student sources, quality of student performance, student participation in competitions, or psychological counseling records, etc. Such data can be cross-checked to analyze the pros and cons of the school’s operation to be used as a basis for decision-making. |
