Abstract
Due to the rapidly decreasing birth rate in Taiwan, many schools are now facing closure or merger with another school. Add to this the increasingly promotion for the “parental school choice program” in Taiwan has contributed to the ferocious competitions in educational market, and developing optimal marketing strategies has become a matter of survival for most schools. In this research we sent questionnaires to 500 principals in Taiwan to determine which marketing strategies they use, how frequently they use them, and their respective strengths. The results indicate that there are significant differences in which marketing strategies are used, as well as in how often they are implemented. Suggestions are given for schools to enhance the efficiency of their marketing strategies.
Highlights
The birth rate is steadily decreasing in most developed countries, and the birth rate in Taiwan is among the lowest in the world
Due to the rapidly decreasing birth rate in Taiwan, many schools are facing closure or merger with another school. Add to this the increasingly promotion for the “parental school choice program” in Taiwan has contributed to the ferocious competitions in educational market, and developing optimal marketing strategies has become a matter of survival for most schools
It can be seen that the marketing mixes used by the participants make significantly less use of Location than of Buildings and Facilities
Summary
The birth rate is steadily decreasing in most developed countries, and the birth rate in Taiwan is among the lowest in the world. Because poor recruitment can result in a school being closed or merged with another school, schools at all levels feel compelled to resort to marketing practices in order to survive. Add to this the increasingly strong calls in Taiwan to allow parents to freely choose which schools their children attend, and it’s no wonder that schools engage in fierce competition with one another for students. Elementary school students in Taiwan are currently required to enrol at the school in their own school district. As a result, developing optimal marketing strategies has become a matter of survival for many schools
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