國民中學學校內部品牌化之研究

在少子化與教育市場化的浪潮下，學校面臨經營危機，為了能在激烈的競爭中脫穎而出，優質的學校品牌可視為學校經營策略之一。學校品牌之建立也需注重品牌的內部化，促使學校品牌發揮最大效益。因此，需要將學校品牌推廣至教職員內心，讓教職員能向家長與學生傳遞學校的品牌理念，進而能發揮品牌的外部效益，但國內學校內部品牌化的相關文獻寥寥無幾，值得引起教育界之關注。本研究採取質性研究法，針對新北市的公立國民中學進行學校內部品牌化現況調查，探討公立國中學校內部品牌化的實際策略，探究學校內部品牌化遭遇之困境，並歸納出學校內部品牌化成功之因素，以期對學校內部品牌化提供建議，並對學校經營與管理有所貢獻。根據本研究之結果，可歸納出以下結論：一、國民中學學校內部品牌化之實際策略，可分為課程、內部溝通與教育訓練。二、國民中學學校內部品牌化之困境多為時間不足與難以安排共同時間。三、國民中學學校內部品牌化成功之因素，可歸納為個人因素和環境因素兩類，個人因素包含年資、領導者專長、積極的領航員，環境因素則可分為學校組織內、外兩部分討論，包含少子化危機與現行教育政策方向、領導者之支持與作為、正向的學校氣氛、教職員生態與組織文化、營造學校空間等。研究者針對研究結果提出以下建議：一、國民中學可善用課程作為學校內部品牌化活動的主軸。二、相關教育主管機關應提供專業支持，例如經費補助、專業人力等。三、校長善用領導力，帶領全校成員投入學校內部品牌化行列。四、可整合社區資源幫助學校推動內部品牌化。

關鍵字

學校內部品牌化；學校品牌；學校經營

並列摘要

Under the influence of sub-replacement fertility and marketization of education, schools are facing the crisis. In order to set apart from the competition, high equality of school brand can be one of the strategies of school management. After building the school brand, schools need to pay attention to internal branding. We need to make school staff identify the school brand, and then make them deliver the brand commitment to parents and students. However, the study of school internal branding is rarely scarce in education, it should be considered worthy of attention. This study takes qualitative methodology, aims to investigate the current situation of school internal branding of public junior high schools in New Taipei City, and explores the feasible strategies and the difficulties of school internal branding. Finally, researcher summarizes the successful factors of internal branding. According to the study, the conclusions are shown as follow: 1. The feasible strategies of internal branding in public junior high school include curriculum, internal communication and education training. 2. The main obstacle of internal branding in public junior high school is lack of time, and it is difficult to find free time to gather school staff together at the same time. 3. The successful factors of internal branding in junior high school can be summarized into two categories: personal and environmental factors. Personal factors include seniority, leader expertise and active school staff. Environmental factors can be summarized into two categories: internal and external factors, such as the support and action of leaders, positive organizational climate of school, organizational culture of school, and beautifying the environment of school. Based on the research results, researcher makes some suggestions as follow: 1. Curriculum can be the center of school internal branding’s activities in public junior high school. 2. Education administration authority needs to provide support. 3. The principals have to lead school staff to take part in the activities of school internal branding. 4. Community resources can be integrated to help schools promote internal branding.