台中縣國民中學組織學習與品牌管理關係之研究

本研究旨在探討國民中學組織學習與品牌管理之相關議題，採用文獻分析和問卷調查法進行研究，以了解國民中學學校組織學習和品牌管理之現況。首先分析組織學習和品牌管理之相關文獻，編成調查問卷；其次正式問卷針對台中縣國民中學處室主任、組長和教師進行抽樣調查，總計發出問卷555份，回收有效問卷426份。經統計分析，獲得以下結論：一、台中縣國民中學組織學習的情況良好，其中以知識分享層面的知覺情形較佳，共同願景層面的知覺情形較差。二、台中縣國民中學品牌管理的情況良好，其中以品牌權益層面的知覺情形較佳，品牌評估層面的知覺情形較差。三、台中縣國民中學男性教師在組織學習的知覺情形較佳，其中以主任及學校規模18-26班者在系統思考層面知覺情形較佳，創校歷史31-50年者在個人學習和知識分享層面知覺情形亦為較佳。四、台中縣國民中學男性教師和學校規模63班以上者，品牌管理的知覺情形較佳，創校歷史50年以上者，品牌管理的知覺情形則較差。五、台中縣國民中學組織學習與品牌管理呈高程度之相關，其中以「品牌企劃」和組織學習相關程度較高，「共同願景」和品牌管理程度較高。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。

關鍵字

國民中學；組織學習；品牌管理

並列摘要

The purposes of this study were to investigate the related issues of organization learning and brand management in junior high school. This study adopted literature review and questionnaire survey to understand the general situation of organization learning and brand management in junior high school .It highlighted the survey of the influential factors and effects of organization learning and brand management. Based on the result of literature review, a questionnaire was designed and sent to a sample of 555 junior high schools' directors, group leaders, and teachers in Taichung County. 426 valid responses had been retrieved and analyzed by statistical methods. Some conclusions were drawn as follows: 1. The perception of organizational learning in Taichung County junior high school is good. Among the dimensions of organizational learning, the perception of "Knowledge Sharing" is the better, while "Shared Vision" is the worse. 2. The perception of brand management in Taichung County junior high school is good. Among the dimensions of brand management, the perception of "Brand Equity" is the better, while "Brand Evaluation" is the worse. 3. In Taichung County junior high schools, male teachers’ perceptions of organizational learning are better. Particularly, school's directors and teachers in class size of 18-26 schools, their perceptions of "Systems Thinking" are better. As those in schools founded for 31-50 years, their perceptions of "Knowledge Sharing" and "Personal Learning" are better. 4. In Taichung County junior high school, male teachers and teachers in school class size of 63 or more, their perceptions of brand management are better. As teachers in schools founded for more than 50 years, their perceptions of brand management are poor. 5. There is a significant positive correlation between organizational learning and brand management in Taichung county junior high school. The correlation between "Brand Planning" and organizational learning is much more significant. The correlation between "Shared Vision" and brand management is much more significant. Based on conclusions above, some suggestions for the educational administrative apparatus, school directors, and further researchers were provided.