學校行銷策略與學校品牌績效之研究－以葳格高中為例

A Study of the Relationship between School Marketing Strategy and School Brand Performance—the case study of Wagor Senior High School

詹曜源(Yao-Yuan Chan)

指導教授 ： 翁福元

國立暨南國際大學/教育學院/教育政策與行政學系/碩士(2014年)

https://doi.org/10.6837/NCNU.2014.00244

摘要

本研究旨在探討一所新成立的高級中學，其學生對學校之行銷策略與學校品牌績效的認同現況。以葳格高級中學高一暨高二學生作為研究的取樣對象，以「學校行銷策略與學校品牌績效之研究調查問卷」作為工具，進行問卷調查，總計有效問卷622分。將蒐集的資料以平均數、標準差、獨立樣本t檢定、單因子變異數分析及Pearson積差相關等方法進行統計分析。根據分析結果發現，歸納本研究結論如下：
一、受試者對本問卷所列「學校行銷銷策略」與「學校品牌績效」屬於中高度之認同。
二、整體「學校行銷銷策略」與整體「學校品牌績效」之相關係數為.694，屬中高度之正相關。
三、學制不同的學生在「學校行銷銷策略」與「學校品牌績效」之認同有顯著差異。
四、年級不同的學生在「學校行銷銷策略」之認同有顯著差異。
五、入學方式不同的學生在「學校行銷銷策略」之認同有顯著差異。
六、家長教育程度不同的學生在「學校行銷銷策略」之認同有顯著差異。
七、補助款方式不同的學生在「學校行銷銷策略」與「學校品牌績效」之認同有顯著差異。
八、家中兄弟姊妹人數不同的學生在「學校品牌績效」之認同有顯著差異。

關鍵字

學校行銷策略 ； 學校品牌 ； 學校品牌績效

並列摘要

This study aimed to explore the existing perceive of identity about students on the school's marketing strategy and brand performance for a newly established high school. The objects of this study are the freshman and sophomore of Wagor Senior High School. The main method used in this study is questionnaire survey, and the questionnaire is entitled as “The Survey of the Relationship between School Marketing Strategy and School Brand Performance”. There were 650 questionnaires effective. The data of the study is analyzed by the statistics methods of Mean, Standard Deviation, t-test, one-way ANOVA,and Pearson’s product-moment correlation, the results are shown as followings:

1. The students of this study showed the medium-high tend of recognition on the relationship between marketing strategy and brand performance of the Wagor.
2. The correlation between the marketing strategy and brand performance is considerable high .694.
3. There is significant difference of recognition between marketing strategy and brand performance of different tier students of the Wagor.
4. There is significant difference of the recognition on marketing strategy between the students in different grades.
5. There is significant difference of the recognition on marketing strategy among the students of different recruit systems.
6. There is significant difference of the recognition on marketing strategy among of the students with different parents’ education levels.
7. There is significant difference of the recognition on the relationship between marketing strategy and brand performance among of different subsidy systems students.
8. There is significant difference of the recognition on brand performance among of the students with different number of siblings.

並列關鍵字

School Marketing Strategy ； School Brand ； School Brand Performance

參考文獻

郭維哲（2006）。學校行銷與組織績效關係之研究-以組織結構為干擾變項。新竹教育大學學報，22，25-56。

范熾文（2002）。國小校長領導行為、教師組織承諾與學校組織績效之研究（未出版之博士論文）。國立臺灣師範大學，臺北市。

參考文獻

一、中文部分

丁志達（2003）。績效管理。臺北市：揚智。