臺北市立國民中學特色社團的品牌形象與學校行銷效果之研究

The Brand Image and School Marketing Efforts of Junior High School's Characteristic Organizations in Taipei

施振裕(Chen-Yu Shih)

指導教授 ： 楊朝祥

淡江大學/教育學院/教育政策與領導研究所碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00598

摘要

本研究旨在探討臺北市立國民中學特色社團的品牌形象與學校行銷效果之關係。為達研究目的，透過文獻分析，建立研究架構，繼而以問卷調查法為研究方法，以「國中教職員對國中特色社團的品牌形象與學校行銷效果調查問卷」為工具，研究對象為臺北市16所市立國中的教師，有效樣本為292份，所得資料採用SPSS15.0 for Windows統計套裝軟體進行描述性統計、t考驗、單因子變異數分析、皮爾遜積差相關等統計方法分析。經分析結果，獲致下列結論：
一、「學校的規模」越大對學校行銷效果之形象面有達到顯著水準，而其他的老師性別、服務年資、教學年資、擔任職務、教師年齡其影響並不顯著。
二、「學校的規模」及「擔任社團的指導老師」對學校行銷效果之行為面具有影響力。而其他的老師性別、服務年資、教學年資、擔任職務、教師年齡其影響並不顯著。
三、學校特色社團的品牌形象之「主體性導向」、「客體性導向」、「聲譽性導向」及「品牌知名度」等四個構面對學校行銷效果之「行為面」及「形象面」等構面，皆具有顯著之影響，顯示特色社團的經營，會影響學校的行銷效果。
最後根據研究結果與結論，提出具體建議，包括對「教育行政機關」及「學校」提供了不同的看法及建議，期許在升學壓力高張的教育環境之下，可以提供ㄧ個雙贏的策略及方向，讓孩子快樂讀書及家長放心學校辦學的氛圍下，真正落實國民教育的本質。
為了創造更優質的教育環境，提供上述個人淺見，以供家長、學校、教師與教育行政機關及後續研究之參考。

關鍵字

特色社團 ； 品牌形象 ； 學校行銷效果

並列摘要

This study aims to examine the characteristics of the Taipei National Middle School Association's brand image and the relationship between school marketing effect. For research purposes, to establish through literature analysis of schema, then the questionnaire method, research methods, "Junior faculty members on the characteristics of the society in the country's brand image and marketing effectiveness questionnaire" as a tool for research object for the city of Taipei City 16 founding of teachers, effective sample is 292, income data using statistical software packages for Windows SPSS15.0 for descriptive statistics, t test, single-factor analysis of variance, Pearson product related statistical methods, such as variance analysis. The analysis results, achieved in the following conclusions:
1. The size of the "school", the larger the image of the school marketing effect has reached a significant level of surface, while the other teacher sex, length of service, teaching experience, as titles, the teacher's age is not significant.
2. The size of the "school" and "post" on the instructor school marketing effect of surface have influence. While other teacher sex, length of service, teaching experience, as titles, the teacher's age is not significant.
3. School characteristics of the brand image of "subject orientation", "object oriented", "the reputation of orientation" and "brand awareness" four texture face school marketing effect of "behavior" and "image" and other dimensions, has significant influence, the display characteristics of the society's business, affect school marketing effect.
Finally, in the light of the findings and conclusions, to put forward specific recommendations, including on education Executive "and" school "provides different views and recommendations, hopes high at the pressures of the educational environment, can provide a win-win strategy and direction, let the children happy reading and parents school atmosphere, the genuine nature of the implementation of national education.
In order to create a better quality of education environment, providing opinions on these individuals, for parents, schools, teachers and education Executive and follow-up studies of reference.

並列關鍵字

Brand Image ； School Marketing Efforts ； Junior High School's Characteristic Organizations

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