學校經營管理與品牌創新策略

本文旨在探討面對人口少子化的衝擊，教育市場越來越小，學校經營壓力卻越來越大，因此，學校經營管理必須重視品牌創新。首先，分析學校目前經營管理所面臨之多元問題，進而探究學校經營管理之品牌創新策略，包括：一、了解背景困難，突破瓶頸困境；二、形塑品牌理念，凝聚品牌共識；三、拔擢優秀人才，建立專業品牌；四、設定品牌指標，經營優質學校；五、健全設備環境，講究服務品質；六、進行知識管理，建置品牌智庫；七、建立品牌論壇，培訓品牌達人；八、創新教育品牌，找回真正學校；九、激勵同仁士氣，建立品牌形象；十、重視品牌行銷，展現品牌效能；十一、省思品牌策略，創增品牌價值；十二、善用評鑑機制，建立品牌認同。期望藉著校長的臥薪嚐膽與披荊斬棘，開創學校經營管理的新局，展現學校品牌創新的價值。

關鍵字

學校經營；經營管理；品牌管理；品牌創新

並列摘要

Due to the low birth rate, the educational market becomes smaller and the pressure of the school management becomes heavier. The purpose of this paper is to discuss that school management must emphasis brand innovation and improve school efficiency. Firstly, analyze diversified problems that school management faces now, furthermore, inquire the strategy of school management and brand innovation. First, understand the school background and break through the bottle of difficulty. Second, shape the brand idea and condense the common consensus of the brand. Third, select the excellent brains and establish professional brand. Fourth, decide the target of the brand and manage the excellent school. Fifth, improve the environment of the equipment and stress the service quality. Sixth, proceed the knowledge management and establish a think-tank of the brand. Seventh, establish the discussing forum of the brand and cultivate the brand brains. Eighth, innovate the educational brand and find the genuine school. Ninth, promote the staff morale and establish the brand image. Tenth, value brand marketing, unfold the brand efficiency. Eleventh, think the brand strategy and increase the value of the brand. Twelfth, make use of valuation system and establish the brand accreditation. We hope that the principal can undergo self-imposed hardships, create the new school management and unfold the new value of the school brand.