幼兒園品牌相關議題及其運用困境探討

The Discussion of the Brand Related Issues and the Encountering Predicament of Infant Schools

黃義良(I-Liang Hawng)

《學校行政》 57期 (2008/09) Pp. 50-68

https://doi.org/10.6423/HHHC.200809.0050

摘要

本研究依據教育現場人員的訪談內容，分析受訪者對幼兒園品牌的見解以及幼兒園成功品牌的重要內涵，並探討遭遇之困境。
研究中選取南部地區6所不同背景條件之幼兒園經營者與園所長進行半結構性訪談，發現受訪者認為園所運用品牌概念有其重要性與功能性，成功的幼兒園品牌內涵經由逐字稿內容梳理得十個層面，經由歸納整併為品牌建立、品牌行銷與品牌成效評估三步驟；受試者認為主要困境為同業惡性攻擊、品牌難以短期見效、人員欠缺品牌觀念以及經費的拮鋸等。

關鍵字

品牌 ； 品牌管理 ； 幼兒園

並列摘要

This study utilizes the practitioners' interview to analyze interviewees' view towards infant school brand management and the successful infant school brand content and to probe into the encountering predicament 6 managers in the south Taiwan with different background are selected to join the interview by using semi-structure interview.
The interviewees understand the importance and function of the infant school brand management. 10 levels of successful infant school were extracted from the papers and three conclusions are made: brand build-up, brand marketing, and brand effectiveness evaluation. The main predicaments are concluded as follows: business vicious competition, no visible short term effectiveness, staff having no idea about the brand management and shortage of funding.

並列關鍵字

brand ； brand management ； infant schools

參考文獻

Aaker, D. A.(1991).Management brand equity: capitalizing on the value of a brand name.NY:The Free Press.

Aaker, D. A.,Joachimsthaler, E.(2000).Brand leadership.NY:The Free Press.

Dictionary of Marketing Terms

Arnold, D.(1992).The handbook of brand management.NY:Perseus Books.

Bedbury, S.(2002).A new brand world: Eight principles for achieving brand leadership in the 21st century.NY:Viking.