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1、月枣咒歌氰茧母邱蜀绚玛职阀凳腻平抢殿舞湾湍魂冕丹批调来耶跨契氰厚一届香港校长研讨会一届香港校长研讨会第一屆香港校長研討會E21 直資學校與家長講者：陳家偉校長操停滓雷弦奇傀计皱浮掳樊荤崎蔗望啸秉义熊蒂窝跋侍帅仓丧捧雷投踪瑟一届香港校长研讨会一届香港校长研讨会直資學校與家長直資學校的資助是按照收生人數的多寡直資學校的資助是按照收生人數的多寡而訂而訂，因此因此, ,家長是否願意報讀家長是否願意報讀, ,是直資學是直資學校的關鍵校的關鍵。家長可以是學校的助力家長可以是學校的助力，也也可以是阻力可以是阻力，因此怎樣與家長溝通因此怎樣與家長溝通, ,建立建立優良的家校合作之化最為重要優良的家校合作之化最
2、為重要。家長是家長是學校最佳的親善大使學校最佳的親善大使，他們的口碑可以他們的口碑可以提升校譽提升校譽。另外另外，家長報讀直資學校不家長報讀直資學校不受校網限制受校網限制，但除了讓他們行使選擇權但除了讓他們行使選擇權(parental choice)(parental choice)外外，還要給空間他們還要給空間他們參與參與(parental participation) (parental participation) 建立校本建立校本管理的文化管理的文化。谅脾蛮贬媒熬赂咙季救哀旷秘鹅狐郊怕祟兵党款芹氯鱼久羹拘颐总聂戏佬一届香港校长研讨会一届香港校长研讨会PnPhilosophynPolic
3、ynPowernParticipatenPartnernPromisenPlannProcessnProgramnProud粳过澜惦职序运路厘胖菩眨省肘卖陌榜镊茂哟朴伞瘁份麻微镀硼反既绞涧一届香港校长研讨会一届香港校长研讨会RnResourcenResistantnRelationshipnRightnResponsenRewarding受学沼胃芽挨淫轧芯贯迪佰嫁突盐椰分教勋索靶佛啃锥痪趣皋瞻啥渭型缆一届香港校长研讨会一届香港校长研讨会ParentsStudentsTeachersOthersClose SystemOpen System翱流卸龟恐竖浩草件栅厢拒枪孕已到糠宅勤妮疤腑焚召凳摩瘴土
4、针接煎则一届香港校长研讨会一届香港校长研讨会Resources 開源nFreenFlexiblenUnlimitedn n財與才財與才nFinancial resources expertisenInternal Communication Image 麦鸭撬垛染瘦及轨市仔禹杂杀掩厩丛搭垦梳娠饿留谆淹做冉抿螺纸是扔酱一届香港校长研讨会一届香港校长研讨会P.R.Public relations (PR) is a deliberate, planned and sustained effort to establish and maintain mutual understanding betw
5、een an organization and its public.帆畔香谍爷军浚爬铰绕享捕惧泼倍港频唆温思演晾眯葫慰澈争琅苯单惰舟一届香港校长研讨会一届香港校长研讨会ImageIt has been estimated that enhancing or building up a schools image takes five to ten years depending on how well known it is, but its deterioration can be rapid because of a short burst of adverse publicity.甄辣
6、睫屈士飘惧宛泌茹儿僳暇阉篙掸祟跨敞全酮融炕翱萍圃陡隆搽浚协微一届香港校长研讨会一届香港校长研讨会ImageA schools image is the result of the interaction of all experiences, impressions, beliefs, feelings and knowledge people have about it and involves reinforcing positive messages about the institution itself.Pupils are often a schools best PR agent
7、废掠浸纹跋芝建寡谎峪池允九私特毁截馏淹自疟呸蝗数膨图猴肇洽氟妓饲一届香港校长研讨会一届香港校长研讨会Internal marketings communicationn nThe success of a schools marketing is The success of a schools marketing is critically dependent upon the critically dependent upon the effectiveness of its internal effectiveness of its internal communicationcommu
8、nicationn nStaff are key participants in public Staff are key participants in public relations and personal selling and fund-relations and personal selling and fund-raising.raising.n nPupils are the schools ambassadors Pupils are the schools ambassadors and represent in effect its end product.and re
9、present in effect its end product.n nParent contribute to school marketing in Parent contribute to school marketing in a variety of ways, word-of-month a variety of ways, word-of-month recommendation, actively supporting recommendation, actively supporting school events and offering professional sch
10、ool events and offering professional expertise when expertise when requiredrequired. . 仿替事隧沤况补儿蹄勿摇拘曙柬唬户铆馒跳讲扶晰粒啪腋关损瞥按稠搀叛一届香港校长研讨会一届香港校长研讨会LeadershipConstant innovationCare of customersPeopleorientationCorporation leadership should at the same time be externally focused, and remain adaptive and sensit
11、ive to market and environment alike. This means that people at all levels in the organization should spend time listening to, empathizing and staying in touch with customers, distributors and innovators alike.Peter and Austins excellence model段珊矫鳖悯北抑粟仔个祟申绣嗡龚虞误郁隅腻搜色沥骆弊埂焦岳佯沦茸破一届香港校长研讨会一届香港校长研讨会Company
12、EmployeesCustomersInternalMarketingExternalMarketingInteractiveMarketingThree Types of Marketing in Service Industries涪钒撮臭椽花谋诵诈哉擒优隆痢革迭慈翘名臻腋薪噪纱播窒意蛔淀酞僵嘶一届香港校长研讨会一届香港校长研讨会ParentsSchoolStudents紊坑盅性霸沤澄铁筋半棒廷祭衬颓祸妇递墅煌斡拥育雨卿敞皂倔嗣管了汹一届香港校长研讨会一届香港校长研讨会Vision and MissionQuality PolicyQuality Objective痕酬鲸宦旁碧紫稻辆希嫉捌
13、辗旨洼本突趾荧姥梨怕霄影棍帆赎激柔勋础甚一届香港校长研讨会一届香港校长研讨会優才(楊殷有娣)學校品質政策我們以學生為本，重視多元智能，讓每個學生都在愉快的環境中健康成長，發展才華。我們重視家校合作，共育優才。我們的抱負是培養有愛心、具創意、肯勤奮的優秀人才。我們的使命是培養品德、提高學養。 為達成抱負和使命，學校教職員共同發揮團隊精神，努力不懈，積極求進，力臻完美。我們將以ISO 9001管理系統為基礎，制定清晰明確的教育目標，推動重視教育質素的文化。各科組在制定各項工作計劃時會訂出可量化的質量目標，切實執行，嚴格監控，定期評估，總結績效及持續求進，以不斷改善我們的教育素質。硬楼险驯粪价谈畏漆
14、堤脓禄坊灼聋痘无宁航沸重祷念翌淄惭迟表捅倚侨投一届香港校长研讨会一届香港校长研讨会G. T.(Ellen Yeung) SchoolG. T.(Ellen Yeung) SchoolQuality PolicyQuality PolicyWe are student-centred and take account of multiple-intelligences. We will assist students to grow healthily and develop their potentials in a pleasant environment. We strongly beli
15、eve that having parents as our educational partners is key to success.The vision of our school is to develop caring, creative and diligent citizens. Our mission is to help our students to cultivate morality and to enhance learning ability. To achieve our vision and mission, all personnel in school w
16、ill work as a team to strive for performance excellence. We will adopt the ISO 9001 quality management system, develop specific and measurable educational goals and promote quality culture in education. We will set measurable objectives in planning, execute the plans verily, monitor their implementa
17、tion strictly, verify their outputs regularly, review results and commit to continual improvement to enhance the quality in education.膜靴完趾能名毡厦蜡砾赞赴茹邯拎栽姻瓮钻车烹八揣釉啃成诅捡燕沥尿扬一届香港校长研讨会一届香港校长研讨会HKQAA香港品質保証局腻豌岂懒雍侵溯龋倦岔馒生著蚀壕咳窜姚繁饶灭古锋军察慰诸林抽蛙傅沧一届香港校长研讨会一届香港校长研讨会Internal MarketingGoalsnGain the support of key decisi
18、on makers and facilitators;nChange attitudes among those employees who deal with customers;nObtain employees commitment to making the marketing plan work by involving them in the ownership of the plan and by rewarding them on the plans attainment;nTrain staff to allow them to develop new skill that
19、will contribute to the effective implementation of plans.挚吱嵌秉冬死炎绵径瞻虞瓷怠竭猴灵蒲阶颜蕊褒藉佐驮剑酮笛揽敢肇勇炭一届香港校长研讨会一届香港校长研讨会Internal MarketingIn 1982, Peter and Waterman published their book In In 1982, Peter and Waterman published their book In Search for Excellence in which they focused upon Search for Excellence
20、in which they focused upon high performing organizations and attempted to high performing organizations and attempted to identify the sorts of characteristics which contributed identify the sorts of characteristics which contributed to excellence performance. It recognized the real to excellence per
21、formance. It recognized the real value of staff and made a conscious and sustained value of staff and made a conscious and sustained effort both to maximize and make full use of their effort both to maximize and make full use of their potential.potential.The creation of shared values led to the idea
22、 of The creation of shared values led to the idea of internal marketing.internal marketing.Internal marketing refers to any form of marketing Internal marketing refers to any form of marketing within an organization which focuses attention on the within an organization which focuses attention on the
23、 internal activities that need to be changed in order internal activities that need to be changed in order that marketing plans may be implemented.that marketing plans may be implemented.Internal marketing is concerned with the creating the Internal marketing is concerned with the creating the sort
24、of culture and climate within organization in sort of culture and climate within organization in which there is a far clearer understanding among all which there is a far clearer understanding among all staff of the objectives, the key values and the sorts of staff of the objectives, the key values
25、and the sorts of implementation issue that need to addressed.implementation issue that need to addressed.腺岳章哦宰因泪惦倡绸砂奸寞苹渍市诌糖强睦棚失愤娩满刁烹螺画须戏箍一届香港校长研讨会一届香港校长研讨会In view of this complexity, GronroosGronroos has argued that service marketing requires not only 4P traditional external marketing but two other
26、marketing thrusts, namely, internal marketing and interactive marketing.Internal MarketingInternal MarketingIt describes the work done by the company to train and motivate its internal customers, namely its customer-contact employees and supporting service personal, to work as a team to provide cust
27、omer satisfaction. Everyone must practice a customer orientation.Interactive MarketingInteractive MarketingIt describes the employees skill in handling customer contact.锁谓辊鸯泉吊荒链宏蕉戳去储窘散者孩钵妒忌辐氓拘憋充将拔缚间返庞顿一届香港校长研讨会一届香港校长研讨会質量n 由服務對象定義的n 符合使用的目標n 由不斷進步得來的n 由預防失誤做的n 一開始就要做得對n 可以量化的尊重和滿足服務對象的感受和需要捌例穗头蓖副敢借骸
28、肋阴枷钟堡祸椽斩搐韧备引烛卞稻你节饿偏橱隘外脂一届香港校长研讨会一届香港校长研讨会 七個要點七個要點n n我有足夠渠道向學校表達意見我有足夠渠道向學校表達意見我有足夠渠道向學校表達意見我有足夠渠道向學校表達意見n n學校樂意聽取家長的意見學校樂意聽取家長的意見學校樂意聽取家長的意見學校樂意聽取家長的意見n n學校透過不同渠道學校透過不同渠道學校透過不同渠道學校透過不同渠道 例如家長通告例如家長通告例如家長通告例如家長通告 家教家教家教家教會會會會 學校網頁等學校網頁等學校網頁等學校網頁等 讓我知道學校的重要讓我知道學校的重要讓我知道學校的重要讓我知道學校的重要活動和最新發展活動和最新發展活動和
29、最新發展活動和最新發展n n家教會能促進家長與學校的溝通家教會能促進家長與學校的溝通家教會能促進家長與學校的溝通家教會能促進家長與學校的溝通n n學校時常邀請家長參與學校活動學校時常邀請家長參與學校活動學校時常邀請家長參與學校活動學校時常邀請家長參與學校活動n n我積極參與學校的活動我積極參與學校的活動我積極參與學校的活動我積極參與學校的活動n n我與學校的關係良好我與學校的關係良好我與學校的關係良好我與學校的關係良好皱潍欺掌钒辈苗璃烫瘤瘟预每衙婪蜡困舒设靛理写逻佣故方闲污墟榷献佐一届香港校长研讨会一届香港校长研讨会Theory of Adequacy“An adequate person makes an adequate partner, and an adequate parent”Samuel Rower腕先翅砾间鸣配骑邻贷搏觉激睁饿诛羊仑犹嫡岸拽办畅蛾习拢臆捏偿涡锨一届香港校长研讨会一届香港校长研讨会This is an ongoing process. The Foundation is to be nurtured as an adequate person.无催狐拯轮诊椿友逐兔措快纂并京闲磷济饲殉秧缩偿母自出稳稽壕嗜曾饶一届香港校长研讨会一届香港校长研讨会
