幼兒園理想品牌的內涵及其相關議題探討－包含園方與顧客的觀點

The Content of the Ideal Brand at Infant Preschools and the Related Subjects Discussion-Infant School Sellers and Customers' View

黃義良(I-Liang Hawng)

《幼兒教保研究》 2期 (2008/10) Pp. 103-117

https://doi.org/10.6471/JECEC.200810.0103

摘要

本研究依據教育現場人員的訪談內容，分析受訪者對幼兒園品牌的見解以及理想品牌管理的主要內涵。
研究中以自編的訪談大綱針對南部地區私立幼兒園的14位受訪者進行半結構性訪談，包含6所不同背景條件之幼兒園經營者與園所長及8位家長代表。研究發現受訪者認爲園所運用品牌概念有其重要性與功能性，理想的幼兒園品牌內涵經由逐字稿內容梳理得十個項目，經由歸納整併爲品牌建立、品牌行銷與品牌成效評估三步驟。

關鍵字

品牌 ； 品牌管理 ； 幼兒園 ； 顧客

並列摘要

This study utilizes the practitioners' interview to analyze infant school owners and parents' opinion about brands and the main content of ideal brand management.
By using the own-compiled interview outline to execute the semi-structure interview; 14 interviewers were selected, including 6 infant school owners and principles who come from different background and 8 parent representatives. Study conclusion reveals that there is the importance and function for theses infant schools to apply brand management concept. 10 items were sorted-out from the ideal infant schools brand content; 3 steps were concluded: project, brand marketing, and effect evaluation.

並列關鍵字

brand ； brand management ； infant school ； customers