Publication:

網路行銷在臺中市國小體育育樂營上之應用

中文摘要

本研究的主要目的有四：一、描述臺中市國小設置網站之現況。二、調查學校體育育樂營承辦人對網路行銷看法。三、瞭解台中市國小體育育樂營網頁資訊呈現的內容情形。四、分析臺中市國小體育育樂營在網頁呈現的行銷策略。以臺中市各國小網站資料及國小體育育樂營承辦人為研究對象，研究方法係採用內容分析法及問卷調查法。

結果如下：

1、學校網站現況方面：各校均頗具特色，且正常運作。

2、國小體育育樂營承辦人對網路行銷看法。

（1）認為建置並不困難，且是重要的。

（2）不同規模、職務類別、服務年資之承辦人均認為網路行銷的應用都持樂觀，並無看法上的差異。

3、國小體育育樂營網頁資訊呈現內容：

（1）虛擬資訊空間：均成學校基本資料、網頁、活動公佈欄、相關連結、資料庫與搜尋引擎功能；但較少呈現電子報與線上服務等項目。

（2）虛擬溝通空間：均有講座與研習等資訊；線上民意調查、FAQ等項目則無呈現。

4、國小體育育樂營在網頁中呈現的行銷策略：以單向直銷方式為主。

Abstract

The purpose of this study was to explore the current situation of website design in the elementary schools in Taichung, the view of teachers taking charge of physical activity camps on internet marketing, the information provided in the content of the websites of physical activity camps, and the marketing strategies revealed in the web pages of physical activity camps. The subjects of this study included the content of websites of the elementary schools in Taichung, and the teachers who ran the physical activity camps. The methods used were document collection and analysis, and questionnaire surveys.

The main findings of this study were as follows:

1.Different features were observed in the websites of different elementary schools in Taichung. Each websites functioned normally.

2.The view of teachers taking charge of physical activity camps on internet marketing was as follows:

(1) They thought it was important, but not difficult to build the website.

(2) In addition, teachers from different scales of schools with different duties and seniority were optimistic about the application of Internet marketing. There was no significant difference in their opinion.

3.The content of websites of physical activity camps showed that

(1)All provided basic information about individual schools, web pages, bulletin board, related sites, database, and search engine, but most lacked newsletter and online service.

(2)All provided information about lecture and workshop, but no online survey and FAQ.

4.The web pages of physical activity camps suggested that the most commonly used marketing strategy was one-way direct marketing.