臺北市高中職學校品牌管理之研究

A Study of School Brand Management of Senior High Schools and Vocational High Schools in Taipei City

黃詩婷

指導教授 ： 吳清基

國立臺灣師範大學/教育學院/教育學系/碩士(2007年)

摘要

本研究旨在暸解臺北市高中職學校教育人員對該校品牌管理現況、學校品牌管理策略及學校品牌管理困難之看法，並根據研究結果，對臺北市教育行政機關與高中職學校提供改進學校品牌管理之建議。
　　為達成研究目的，本研究採用問卷調查法進行研究，蒐集相關文獻以建立本研究的理論架構，編製「臺北市高中職學校品牌管理之調查問卷」作為研究工具。本研究以臺北市高中職學校教育人員為研究對象，針對全體臺北市高中職學校發出711份問卷，有效回收588問卷份。調查所蒐集之資料經SPSS for Windows 12.0統計套裝軟體進行分析，綜合文獻探討與調查研究發現，獲致以下結論：
1.臺北市高中職教育人員對該校的品牌管理現況持高度正向之認同，以品牌知名度最高
2.不同職務、教育程度、服務年資、學校性質、學校類型、學校歷史及學校規模的教育人員對該校品牌管理現況看法有差異
3.公立高中學校教育人員對該校品牌管理認同度最高，私立高職學校教育人員對該校品牌管理認同度最低
4.臺北市高中職教育人員對學校品牌管理策略持高度認同，其中以「品牌忠誠度」最高
5.不同性別、年齡、教育程度、服務年資、學校性質、學校類型、學校規模的學校教育人員對學校品牌策略之看法並無差異，而在不同構面上則略有差異
6.學校歷史超過61年以上的教育人員對該校品牌管理現況及學校品牌管理策略認同度最高
7.校長對該校品牌管理現況及學校品牌管理策略的認同度高於行政人員及教師
8.在「品牌忠誠度」方面，碩士教育程度教育人員對該校品牌管理現況及學校品牌管理策略之認同度高於學士教育程度教育人員
9.實施品牌管理之校內困難在於缺乏負責單位、經費及學校本身事務繁忙
10.實施品牌管理之校外困難在於缺乏資源、家長參與度不高級主管機關未重視

關鍵字

學校品牌 ； 學校品牌管理

並列摘要

The purpose of this research was to investigate the school brand management of senior high schools and vocational high schools in Taipei city which involves the current management situation, strategies and difficulties. The research result may be a referable advice for the improvement of the school brand management provided by the education administration authority and schools.

In addition to the theoretical data gathered from the past researches, surveys used “The Questionnaire for School Brand Management in Taipei Senior High Schools and Vocational High Schools ” to collect data from Taipei city educators. From the 711 questionnaires sent, 588 samples are used for analysis. Analysis of Variance (one-way ANOVA) conducted by SPSS for Windows12.0 show that:
1. In Taipei City, the educators’ perception of school brand management is high-level evaluations, especially in brand awareness.
2. The difference toward the situation of school brand management is significant, caused by the educators’ job position, education background, seniority, school level, school type, school history and school scale.
3. The educators in public senior high schools have the highest level of agreement in school brand management; the educators in private vocational high schools have lowest level of agreement in school brand management.
4. In Taipei City, the educators’ perception of school brand management strategies is high-level evaluations, especially in brand loyalty.
5. The difference toward the strategies of school brand management is not significant, caused by the educators’ gender, age, education background, seniority, school level, school type and school scale.
6. The educators in the schools with more than 61-year history have highest level of agreement in school brand management situation and strategies.
7. The principals have highest perception level of agreement in school brand management situation and strategies.
8. For the factor, brand loyalty, the educators with master degree have higher perception level of agreement in school brand management situation and strategies than those with bachelor degree.
9. The internal difficulties of school brand management are the lack of management by professional department, funds and human resources.
10. The external difficulties of school brand management are the lack of school resource, parents’ participation and the emphasis of administration authority.

Finally, referent advices deduced from this study will be provided for the education administration authority, schools and future researchers’ reference.

並列關鍵字

school brand ； school brand management

參考文獻

王炤喬（2007）。中部四縣市國民小學學校品牌管理現況調查研究。國立暨南大學教育政策與行政學系碩士論文，未出版，南投市。

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施振榮（2007）。品牌經營與管理。臺北市：經濟部智慧財產局。

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