終身學習教育政策行銷策略之研究─以「99終身學習行動年331」教育政策為例

Abstract

The purport of this research is to probe into the Policy concepts, marketing strategies and both its advantages and disadvantages of ‘Movement 331’. Initially, the researcher studied the theory and strategies of lifelong learning educational policy marketing as well as ’Movement 331’ policy, then designed the interview guide according to the objectives of this research and the outcomes of literature review, and finally carried out interviews with not only the policy makers and performers but also the savant with consultation meeting. The interview data were analyzed through NVivo, and furthermore the researcher integrated the results of analysis with the consequence of literature review to make conclusions as follows: 1. ’Movement 331’ expected people to combine learning into their daily lives, and further develop learning habits and values. The use of marketing principles and strategies can help promoting the policy. 2.The specific measures were promoted in base of the concepts, such us providing free learning opportunities, integrating learning information, and holding learning activities. The government also provided lots of benefits to attract the public participation, but some of the methods weren’t effective. 3. Without the use of segmentation and market targeting, may resulted in not only scattered marketing strategies but ineffective marketing. 4.’ Movement 331’ used its characteristics as the positioning strategy, and successfully established a distinctive image to public. 5.’ Movement 331’ used diverse place strategy and promotion strategy, whereas ignored the core product and the price strategy. 6. The effectiveness of marketing strategies of lifelong learning educational policy will be affected by four factors: the policy, the supporting measures of policy, the public's needs and leaders’ support. 7. The advantages of marketing strategy of lifelong learning educational policy reflected in four points: the clear positioning, the well-known slogan, the multiple and wide spreaded learning places and the focusing of nation-wide learning activities. 8. To have better marketing strategies of lifelong learning educational policy, the researcher suggest the following five points:the systematic marketing strategies must be developed; the Web must be integrated; the incentives must be strengthened; the newspaper published must be continued; the public's needs must be understood and investigated. Based on the conclusions above, the researcher proposed for the educational administrators, lifelong learning organizations and follow-up researchers as their reference.