- 期刊
不同類型高教學生著重內部品牌價值之差異性研究
Exploring Differences in the Focus on internal Brand Value Among Students from Diverse Higher Education Backgrounds
摘要
在高教競爭激烈的環境下，如何提高學生招生率，成為全球重要的議題，前人文獻強調內部行銷，提出員工如能由內向外進行推廣時，學校的品牌忠誠度會隨之上昇。然，文獻大多針對以畢業生、畢業校友以及學校高層領導者做為研究對象，鮮少著重在學生、即將入學生甚至休退學生等不同的就學族群進行探討。為此，本研究主要探討不同就學族群在品牌選擇上之差異，進而提供系所員工進行品牌推廣策略的行動方針。本研究採問卷調查方式及深入訪談進行調查，針對某私立大學的系所為本研究對象，同時將學生區分成不同學制（大學部及研究所）、即將入學生、在學生以及休退學學生共六個族群，利用敘述性統計檢視之間差異。實證結果顯示，學生在就學前／後，甚至在不同學制下，針對品牌的選擇考量因素／管道／參考群體／內部價值皆不相同。本研究主要研究貢獻在於將類型學的概念納入內部行銷中，補充現有文獻之缺口，實務上亦建議第一線員工在進行品牌推廣時，必須納入類型學的概念，擬定合適的推廣對策，提高其品牌忠誠度。
並列摘要
In the highly competitive environment of higher education, how to enhance the enrollment rate of students has become an important issue in the world. Previous literature emphasizes internal marketing, and proposes that if employees can promote from the inside out, the brand loyalty of the school will sequentially increase. However, the current literature only focus on graduates, alumni and high-level school leaders, and rarely focus on in-study students, incoming students and even retired students. Therefore, this study mainly explores the differences in brand choice among different school groups, and then provides the faculties a comprehensive insight of brand promotion strategy. This study adopts questionnaire survey and in-depth interview to investigate a target private university as the research object. Meanwhile, students are divided into six groups: different school system (University Department and Research Institute), incoming students, in-study students and drop-out students. The empirical results show that the factors / channels / reference groups / internal value of brand selection is different before / after school, even under different school systems. The main contribution of this study is to apply the concept of typology into internal marketing, to supplement the gap of existing literature. In practical contribution, it is also suggested that the front-line employees should include the concept of typology in brand promotion, and formulate appropriate promotion strategies to improve their brand loyalty.