雙北地區公立高中職學校品牌行銷策略之研究

A Study of School Brand Marketing Strategies for Public High School and Vocational High School in Taipei and New Taipei Area.

毛育琪(Mao Yu Chi)

指導教授 ： 游進年

國立臺灣師範大學/教育學院/教育政策與行政研究所/碩士(2017年)

https://doi.org/10.6345/NTNU202203169

摘要

本研究旨在探討雙北市公立高中職學校實施品牌行銷策略的現況，及不同背景的學校教職員對學校品牌行銷策略的知覺情形。為達成研究目的，本研究採取問卷調查法，進行資料蒐集，依據文獻探討之理論架構，編製「雙北地區公立高中職學校品牌行銷策略之研究調查問卷」，針對雙北地區公立高中職學校教職員，包含兼任學校行政職的教師（各處室主任、組長）、導師、專任教師，隨機選取樣本人數 500 人進行調查，回收 480 份，有效問卷 457 份，所得調查資料以 SPSS23.0統計套裝軟體程式進行平均數與標準差、次數分配、獨立樣本 T 考驗、單因子變異數等統計分析。
歸納問卷調查結果，獲致以下結論：
一、雙北地區公立高中職學校教育人員對品牌行銷策略之認知現況整體為
「良好」
二、雙北地區公立高中職學校教育人員對品牌行銷之「價格策略」知覺情
形最高
三、雙北地區公立高中職學校教育人員對品牌行銷之「人員策略」知覺情
形最低
四、雙北地區公立高中職學校教育人員，在不同「教學年資」之背景方
面，服務年資五年以下者，對「產品策略」層面之知覺情形較高
五、雙北地區公立高中職學校教育人員，在「現任職務」之背景方面，有
兼任主任者，對品牌行銷之「產品策略」、「推廣策略」、「人員策
略」與「價格策略」四個層面之知覺情形較高
六、雙北地區公立高中職學校教育人員，分屬於「高中」與「高職」者，
對品牌行銷策略之「產品策略」與「通路策略」有不同的知覺情形
最後，依據本研究所獲之結論，研究者分別對雙北地區之學校與教職員提出相關建議，以供參考。
關鍵詞：學校品牌行銷、學校品牌行銷策略

關鍵字

學校品牌行銷 ； 學校品牌行銷策略

並列摘要

The purpose of this study is to explore the current situation of the implementation of brand marketing strategy in public high vocational schools in Shuangbei, and the perceptions of school teachers' brand marketing strategies in different backgrounds. In order to achieve this purpose, the research adopts questionnaire survey method, data collection. According to literature research, a questionnaire on “Public High School and
Vocational High School Brand Marketing Strategy Research Survey in Shuangbei” is conducted.
In this paper, the survey conducted is based on the staff of public high schools and vocational high schools in Shuangbei District, including the teachers who are
concurrently in charge of administrative duties (directors, heads), instructors and full-time teachers, as well as 500 randomly selected persons. 480 questionnaires were collected and 457 were valid questionnaires. The data is calculated according to SPSS23.0 statistical software package to analyze the mean and standard deviation,
frequency distribution, independent sample T test and single factor variance.
In conclusion, the following results are obtained:
1. The staff of public high school and vocational high school in Shuangbei regard the status the overall awareness of the brand marketing strategy as "good".
2. The staff of public high school and vocational high school in Shuangbei regard the status of "price strategy" perception of brand marketing strategy as "highest".
3. The staff of public high school and vocational high school in Shuangbei regard the status of "staff strategy" perception of brand marketing strategy as " lowest".
4. The staff of public high school and vocational high school in Shuangbei whose “teaching experience is under five years” regard the status of "product strategy" as
higher.
5. In terms of the background of "current position", the education staff of the public vocational schools in Shuangbei regard the four aspects of "product strategy",
"promotion strategy", "staff strategy" and "price strategy" as higher.
6. There are different perceptions about the "product strategy" and "access strategy" of the brand marketing strategy between “public high school” and “public vocational high school” education staff and in the Shuangbei area.
Finally, based on the conclusions drawn in this study, the researcher put forward some suggestions for schools and staff in Shuangbei.

並列關鍵字

school brand marketing ； school brand marketing strategy

參考文獻

陳啟榮（2012）。教育行銷在學校經營之應用。教育經營與管理研究集刊，8，59-80。

陳麗惠（2007）。我國特色學校品牌管理與品牌行銷策略之研究（未出版之碩士論文）。國立暨南國際大學，南投縣。

壹、中文部分

尤秀貞（2004）。臺中市國民小學教師對學校行銷策略認同度之研究（未出版之碩士論文）。國立嘉義大學，嘉義縣。

王奕婷（2004）。我國高等教育行銷之研究（未出版之碩士論文）。國立臺灣師範大學，臺北市。