高級中等學校形象一致性之研究

The image consistency study of Senior High School

董榮康(Jung-Kang Tung)

指導教授 ： 李月華

共同指導教授 ： 劉燦樑(Can-liang Liu)

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00789

摘要

在少子化的趨勢下，整個教育環境走向市場化、競爭化是必然的趨勢。在學校數量逐年增加，學生卻反而日益減少的趨勢下，學校形象的良窳已成為學生選擇學校就讀的重要指標。因此，如何塑造學校良好的形象來吸引家長及學生，就成了各校目前的當務之急。本研究以私立高級中等學校為例，歸納分析學校形象之相關文獻，以了解構成學校良好形象之關鍵要素為何。再採用問卷調查，分析學生家長及在校學生對學校形象的意見及建議。並深入探討學生家長及在校學生對學校形象看法的差異情形，做為學校在塑造及推展本身形象之改進方向。
本研究經由問卷調查得知學生及家長所重視的學校形象有何差異？再經由分析得知家長與學生對學校形象的期望差距為何？此差距會造成家長與學生對學校整體滿意度及情緒有何影響？學校應採用何種方法來改善家長及學生對學校的負面不一致，並可藉由這些方法提升家長及學生對學校整體滿意度！
根據本研究大致上可獲得以下六點改進方法：
一、加強運用形象媒介傳遞學校形象。
二、加強辦理社區服務活動。
三、改善學校軟硬體設施。
四、定期實施教職員工座談。
五、加強親師連繫，主動提供學校資訊。
六、運用各種集會場合，加強師生互動。

關鍵字

滿意度 ； 品牌形象 ； 學校形象 ； 一致性 ； 期望不一致

並列摘要

There is less and less new born child in recent years. The education environment unavoidably becomes more commercialization and more competitive. The amount of education institution is increasing, however, the amount of student decreases. The good image of the education institution is the important reference index when the student chooses and applies their next school. It is the most important topic for education institution to make good image to impress and attract student and their parents. To realize what is the key element and component of good image of the school, this research analyzed the related literature of the image of the school basing on the private senior high school samples. On another hand, this research used the questionnaire to analyze the suggestion and opinion from the student parents and students. With deeply studying opinions variations for school image from student and their parents, the result conclude the approach ways to shape and improve the school image.

By receiving questionnaire result from students and their parents, we would know the difference between their focus on the school image. With the analysis, we would know the difference between their expectations.What and how is the impact from the difference to students and their parents in school global satisfaction and their feelings? What and how shall school improve the negative variation, and elevate the global satisfaction of students and their parents to school.

According this research, there are six approach ways for improvement:
1.Enhancing the usage of the image media to transport the school image.
2.Enhancing the community service activity.
3.Improving software and hardware facility.
4.Regular school employ meeting.
5.Enhancing the communication between student parents and teachers and providing school information in active.
6.Encouraging the mutual reaction between students and their teachers in each types meeting.

並列關鍵字

Satisfaction. ； Brand Image ； School Image. ； Consistently ； Expectancy Disconfirmation.

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