臺北市國民中學學校行銷策略、學校品牌形象與學校效能關係之研究

A Study on the Relationships among the School Marketing Strategies, School Brand Images and School Effectiveness of Junior High School in Taipei city

陳婉萍(Chen Wan-Ping)

指導教授 ： 湯志民

國立政治大學/教育學院/教育行政與政策研究所/碩士(2022年)

https://doi.org/10.6814/NCCU202201300

摘要

本研究旨在瞭解臺北市國民中學學校行銷策略、學校品牌形象與學校效能之關係。研究方法採問卷調查法，研究對象為臺北市公立國民中學教師，共計抽取59所學校，發放700份問卷，回收有效問卷484份，有效率為69.14%。問卷資料處理與分析採描述性統計、皮爾森積差相關、單因子變異數分析、多元迴歸分析與結構方程式等統計方法進行探討。
依據本研究結果，獲致結論如下：
一、臺北市國中學校行銷策略現況達高程度，以「價格策略」構面最佳。
二、臺北市國中學校品牌形象現況達高程度，以「經驗性品牌形象」構面最佳。
三、臺北市國中學校效能現況達高程度，以「課程發展實踐」構面最佳。
四、臺北市國中學校行銷策略表現程度，會因「性別」、「年齡」、「教育程度」、「服務年資」、「學校規模」、「學校歷史」、「校長在校服務年資」之不同，而有顯著差異。
五、 臺北市國中學校品牌形象表現程度，會因「性別」、「擔任職務」、「服務年資」、「學校規模」、「學校歷史」及「校長在校服務年資」之不同，而有顯著差異。
六、臺北市國中學校效能表現程度，會因「性別」、「年齡」、「學校規模」、「學校歷史」及「校長在校服務年資」之不同，而有顯著差異。
七、臺北市國中學校行銷策略、學校品牌形象與學校效能三者間具預測力。
八、臺北市國中學校行銷策略與學校品牌形象能預測學校效能。
九、臺北市國中學校行銷策略、學校品牌形象與學校效能的模型適配度良好。
十、臺北市國中學校行銷策略會透過學校品牌形象間接影響學校效能，具部分中介效果，亦能直接影響學校效能。
最後，依據本研究所得結果，提出具體建議，以供教育主管機關、相關人員與未來研究之參考。

關鍵字

學校行銷策略 ； 學校品牌形象 ； 學校效能

並列摘要

The purpose of this study was to investigate school marketing strategies, school brand images and school effectiveness from junior high schools in Taipei City; therefore,survey techniques were employed.
The research subjects were junior high school teachers from 59 schools in TaipeiCity. In the total of 700 distributed questionnaires, there were 484 valid questionnaires
being analyzed in the statistical analysis, with the usable rate 69.14%. The data wereanalyzed by the methods of descriptive statistics, Pearson correlation, one-way ANOVA,
multiple regression analysis and structural equation modeling.
The conclusions of this study were as follows：
1. The level of school marketing strategies in Taipei City schools is high, with " price strategies " being the best.
2. The level of school brand images in Taipei City schools is high, with " experiential brand images " being the best.
3. The level of school effectiveness in Taipei City schools is high, with " curriculum development practice " being the best.
4. Among the school marketing strategies, there were significant differences in the "gender ", " age ", " educational level ", " years of service "," school scale "," school history ",and " principal's years of service in school ".
5. There were significant differences in the " gender ", " position "," years of service ","school scale ", and " principal's years of service in school " among the school brand images.
6. There were significant differences in the " gender ", " age "," school scale "," school history ",and " principal's years of service in school " among the school effectiveness.
7. School marketing strategies and school brand images can predict school effectiveness.
8. The school marketing strategies and the school brand images can forecast the school effectiveness.
9. The model of school marketing strategies, school brand images, and school effectiveness was well-adapted.
10. The school marketing strategies can indirectly affect school effectiveness through the school brand images, and can also affect school effectiveness directly.
Finally, according to the results of the research, the study provided suggestions for the educational authorities, relevant personnel and the future study.

並列關鍵字

School marketing strategies ； School brand images ； School effectiveness

參考文獻

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壹、中文部分

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