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The Conceptual Framework for Applying Digital Community Marketing and Marketing Practices into Educational Relationship Marketing Model of Private Technical High School in Taiwan

In Taiwan, the THS (Technical High Schools) plays an important role in secondary education system. It cultivates a great number of grassroots technical and innovative talents with high quality and basic skills. It also makes great contribution to the promotion of industrial technology and the development of economics. However, after the impact of educational reform, industrialization of education and low birth rate, THS faces tremendous crisis for management and survival; particularly the private THS, due to self-financing resources, lack of historical aura, community advantages and public identity. Therefore, private technical high schools are in a more difficult situation in comparison with the same scale public THS. This research focuses on THS and tries to investigate the role of EMP (educational marketing practices) within schools and relative marketing; also, it explores the influence of the DCM (digital community marketing) in EMP. The research also tries to build a conceptual framework, that is educational related marketing model (ERM model), based on the inclusion of DCM and marketing practice towards THS relational marketing so that it can be used as the initiation of other related researches.