國家教育研究院

　　我國高等教育環境發生大學數量擴充，少子化導致生源減少的現象，高教消費成為買方市場，大學校院面臨更大招生壓力，必須在學校可吸引性、學生可接近性和家長可負擔性三方面強化整體治理效能，增加學校吸引力條件，提升學生學習成功的機會和平衡家長教育投資，以增強學校在高教市場的競爭力。 隨著學生市場權力的強化，需求端對於大學辦學資訊透明化的要求也隨之增高，以便在清晰明確的學校選擇機會指標引導和評量作用下，根據消費需求做出合目的性、合功能性的學校選擇決定。而供應端的學校雖然是教育選擇權的對象，但面對高教市場變革，本身仍然需要透過內部治理從事辦學改革和議題行銷，增加市場吸引力，進而回應績效責任，期能提升我國整體高等教育市場品質。 本研究的重要性在於能夠建構高等教育選擇機會決策指標系統，做為大學校院治理改善與高教市場顧客滿意的決策取向，同時為我國高等教育市場建構一個入學市場利害關係人整體決策體系。其研究目的在於探討高等教育利害關係人選擇機會與學校治理之關係，並釐清高等教育利害關係人選擇決策取向，繼而探討高等教育利害關係人教育選擇機會的影響因素，建構高等教育選擇機會決策指標系統和探究高等教育選擇機會決策指標系統之應用方法。

　　It occurs the expansion of higher education institutions’ quantity and the decline of the birth rate result in the reduction of student source in Taiwan. The consumption of higher education has become buyers’ market; meanwhile, under the more powerful pressure of student recruitment, universities and colleges have to strengthen the whole governance efficiency in the aspects of attractiveness of school, accessibility of student and affordability of parent. In the other word, schools have to strengthen the competition in higher education market by increasing the conditions of attractiveness of school, promoting the opportunity of the success of student learning and balancing the educational investment of parent. With the more powerful of students’ market right, the need side asks more transparent information of school, in order to make purposeful and functional decisions in choosing school based on it’s needs under the direction and assessment of the clear and definite indicators for the choice and opportunity of higher education. However, although schools at the supply side are the objects of educational option right, they still need engaging in increasing market attractiveness and responding to the accountability through internal governance revolution and marketing issue for improving the whole quality of higher education under the revolution on market of higher education. The points of the study are to construct decision-making indicator system for the choice and opportunity of higher education, and take it as the decision-making approach of governance improvement on universities and colleges and customer satisfaction of higher education market; Meanwhile, it attempts to construct a whole decision-making system of stakeholders’ enrollment market for higher education market in Taiwan. The study’s purposes are to inquire the relationship between the stakeholders’ choice and opportunity of higher education and school governance, and approach of the clarification for the decision-making of higher education stakeholders, furtherly, to inquire impact factors of the choice and opportunity of higher education, and construct their indicator system and inquire application methods.