中部四縣市國民小學學校品牌管理現況調查研究

論文名稱：中部四縣市國民小學學校品牌管理現況調查研究校院系：國立暨南國際大學教育政策與行政學系頁數：125 畢業時間：96年6月學位別：碩士研究生：王炤喬　　　　　　　　　　　　　　　　指導教授：葉連祺　博士論文摘要本研究旨在探討國民小學學校品牌管理之相關議題，以檢視國民小學學校品牌管理之現況，主要包含影響因素以及實施成效現況之分析。首先分析品牌管理之相關文獻，編成調查問卷；其次正式問卷針對中部四縣市公私立國小校長、處室主任、組長和教師進行抽樣調查，有效問卷為528份，經統計分析，獲得以下結論：一、國民小學學校品牌管理被認同度高，惟受不同背景變項影響。二、校長被認為參與意願最高，對教師兼行政者意願之看法不一。三、教育人員教育程度越高，認為學校品牌管理必要性越高。四、校長領導與教師認同是決定學校品牌管理可行性的關鍵因素。五、經費與人力資源支援不足是實施學校品牌管理的最大難題。六、國民小學品牌管理實施可從學校特色與教師素質層面來推展。七、學校品牌管理整體實施成效為中等程度。八、學校品牌管理成效受職務與學校變項影響。根據上述結論，提出建議，以供主管教育行政機關、學校及後續研究者之參考。關鍵詞：國民小學、學校品牌、學校品牌管理

關鍵字

國民小學；學校品牌；學校品牌管理

並列摘要

Title of Thesis: A Study on The Elementary School Brand Management in Central Taiwan Name of Institute: Department of Educational Policy and Administration, National Chi Nan University Pages:125 Graduation Time:07/2006 Degree Conferred:Master of Education Student: Chao-Chiao Wang Advisor Name: Lain-Chyi Yeh Ph.D. Abstract The purposes of this study were to investigate the related issues of elementary school brand management. It highlighted to survey the influential factors and effects of school brand management in elementary schools. According to literature review, a questionnaire was designed to survey the elementary schools' principles, school staffs and teachers in four counties in central Taiwan. 528 valid samples had been analyzed by some statistical methods. Some conclusions were drawn as follows: 1. Elementary school brand management was highly identified by school staffs, which were also different among the different background staffs. 2. Samples thought the principals have the highest participative willing, but no agreement on teachers with administrative job. 3. The higher the educational attainment of school staffs and the higher consciousness on the necessity of school brand management. 4. Principals' leadership and teachers' identity were two critical factors of the feasibility of school brand management. 5. The insufficiencies of the funds and the human resources were the major problems to implement school brand management. 6. The best policies to implement elementary school brand management were to promote the quality of teachers and school features. 7. The total effects of school brand management were in the middle degree. 8. The effects of school brand management were affected by personal position and school background. Based upon conclusions above, some suggestions for the educational administrative apparatus, school directors, and further researchers were provided. Keywords：elementary school, brand management, school brand management