Earticle

초록

영어

Local universities are faced with rapid environmental changes in 2000's. Therefore local universities are required to research for more specialized marketing strategy such as positioning strategy. The objectives of this study are to examine what are the most important university images and image position of 7 universities'. In order to this study, 276 questionnaires collected from university in Busan area are analyzed by t-test, anova. The results of this study are summarized as follows (1) the most important university images are ranked in the order 1) prospect of getting employment(4.78), 2) possibility of development (4.35), 3) confidence(4.31), 4) research ability(3.97). It is true that practical images get high grade, traditional image such as research ability remains yet as a very import image. (2) Except (A, F) & (B, E) university, common position is not found among the 7 universities, therefore each university cultivate important image as G university dose. (3) Private university are underestimated by student of national university. There is a necessity for cultivating and promoting private university images. (4) Students of private university, particularly students of F university, overestimated their university images seriously.

목차

I. 문제제기
 II. 이론적 연구
  1. 대학이미지연구
  2. 포지셔닝 및 대학마케팅전략
 III. 연구문제 및 조사설계
  1. 연구문제
  2. 조사설계
 IV. 분석 및 해석
  1. 표본의 특성
  2. 대학의 전체이미지 측정
  3. 주요 이미지속성 규명을 위한 부분 이미지 측정
  4. 대학의 이미지 포지셔닝 분석
 V. 결론
 참고문헌
 Abstract

저자

• 김용호 [ Kim, Yong-ho | 부산가톨릭대학교 경영학부 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  경영과 정보연구 [Management Information Systems review]

• 간기

  계간

• pISSN

  1598-2459

• 수록기간

  1997~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658