Revamping the marketing mix for elementary schools in Taiwan

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.