國民中學學校品牌形象、行銷策略與國民小學家長教育選擇權
關係之研究

摘要本研究旨在探討國民中學的學校品牌形象、行銷策略與國民小學家長教育選擇權之關係。以臺中市、彰化縣與南投縣公立國民小學六年級學生家長為研究對象。樣本抽取學校數40所，六年級學生家長620人，共計回收有效問卷573份。資料採用SPSS23版與AMOS22版統計套裝軟體進行統計分析，以平均數和標準差來了解變項現況分布情形；以t考驗和單因子變異數分析各變項間的差異情形；以積差相關考驗各變項間的相關情形；最後則以結構方程模式(SEM)驗證各變項間之適配度情形。依據調查問卷之統計分析結果，歸納主要研究發現，並做成以下結論：一、學校品牌形象、行銷策略與家長教育選擇權皆屬於高程度。二、不同性別之國民小學六年級學生家長在整體學校品牌形象、行銷策略與家長教育選擇權沒有顯著差異。三、不同年齡之國民小學六年級學生家長在整體學校品牌形象、行銷策略與家長教育選擇權沒有顯著差異。四、不同學歷之國民小學六年級學生家長在整體學校品牌形象與家長教育選擇權沒有顯著差異；在行銷策略部分構面上有顯著差異。五、不同學校位置之國民小學六年級學生家長在整體學校品牌形象、行銷策略與家長教育選擇權沒有顯著差異，在部分構面上有顯著差異。六、不同學校規模之國民小學六年級學生家長在整體學校品牌形象沒有顯著差異；行銷策略及家長教育選擇權有顯著差異，在部分構面上有顯著差異。七、不同縣市之國民小學六年級學生家長在整體學校品牌形象沒有顯著差異；行銷策略與家長教育選擇權有顯著差異，在部分構面上有差異存在。八、國民中學學校品牌形象、行銷策略與國民小學家長教育選擇權之間有顯著正相關。九、學校品牌形象對行銷策略、家長教育選擇權有顯著正向直接效果。十、行銷策略對家長教育選擇權有顯著正向直接效果。十一、學校品牌形象透過行銷策略對家長教育選擇權有顯著正向間接效果。根據上述的研究發現，提出相關建議，以供國民中學、教育行政機關、以及後續研究參考。

關鍵字

學校品牌形象；行銷策略；家長教育選擇權

並列摘要

Abstract This study aims to discuss the relationships among the school branding, marketing strategies in junior high schools, and parental choices of primary schools. For the data, the author uses SPSS Statistics V23 and AMOS 22.0 Statistical Software Package for statistical analysis and figures out the current distribution of variables by means of average standard deviation. The following conclusions are made: 1. School branding, marketing strategies and parental choices have shown their high level. 2. There are no significant differences in the overall school branding, marketing strategies, and parental choices of the sixth-grade students’ parents of different genders in primary schools. 3. There are no significant differences in the overall school branding, marketing strategies , and parental choices of the sixth-grade students’ parents of different ages in primary schools. 4. There are no significant differences in the overall school branding and parental choices of the sixth-grade students’ parents with different educational backgrounds in primary schools 5. There are no significant differences between the overall school branding and marketing strategies, and parental choices of the sixth-grade students’ parents in different school locations. 6. There are no significant differences in the overall school branding of the sixth- grade students’ parents in different school sizes; there are significant differences between school marketing and parental choices in some respective dimensions. 7. There is no significant difference between the overall school branding of the sixth-grade students’ parents in different counties and cities; there are significant differences in marketing strategies and parental choices in each respective dimension. 8. There is significant positive correlation among the school branding, marketing strategies in junior high schools, and parental choices of primary schools. 9. School branding has a significant positive effect on marketing strategies and parental choices. 10. School marketing strategies has a significant positive effect on parental choices. 11. School branding has an indirect effect on parental choices through school marketing.