私立高中職學校品牌識別與品牌活化關聯性之探討

Exploring the Relationship between Brand Identity and Brand Revitalization for Senior High School.

張靜枝(Ching-Chih Chang)

指導教授 ： 白滌清 ； 沈景茂

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00964

摘要

本研究主要在探討私立高中職學校品牌識別與品牌活化之關聯性。將學校品牌識別分成理念識別、活動識別及視覺識別三個子構面，並將學校品牌活化活動依選校因素分成實體環境的活化、教學活動的活化、聲望的活化與經濟的活化四個子構面。
在研究設計方面，本研究以台北市一所私立女子高級中學的學生為研究對象，依校區、年級與班級採分層抽樣，有效樣本數為1,787。經由問卷調查及多變量統計方法，研究的結果發現如下。
(1)學校品牌識別與品牌活化有顯著正相關。其中「理念識別」、「活動識別」與「教學活動的活化」之相關係數最高，顯示學校若加強教學活動的活化，將有助於學生對學校理念與活動的識別。而「視覺識別」與「聲望的活化」之相關係數最高，顯示學校若要強化學生對學校品牌的視覺識別，需增加聲望活化的相關活動。
(2)學校品牌識別與品牌活化在不同校區、年級及科別上皆有顯著差異。其中，在年級上，各指標平均值會隨著年級增加而降低，即一年級的指標平均值最高，三年級的最低，可能因為三年級學生對於校園活動過於熟悉，導致新鮮感降低。因此，學校可針對高低年級學生使用不同方式來增加其新鮮感。
(3)經濟的活化在不同居住地點上有顯著差異。

關鍵字

品牌識別 ； 品牌活化

並列摘要

This research is to explore the relationship between brand identity and brand revitalization for senior high school. The school brand identity is divided into mind, activity and visual identity dimensions. In the meantime, the school brand revitalization is viewed from four different aspects: (a) campus, (b) teaching method and study environment, (c) school reputation and (d) economic issues.
In this research design, the object are the students of one private girls high school, the effective sample size is 1,787 by stratified random sampling method based district, grade and class. By using questionnaire and multivariable methods, the results of this research as following.
(1) Brand identity has positive correlations with brand revitalization significantly for school. Among the mind identity, activity identity and revitalization about teaching and learning, those correlation coefficients are highly remarkable. Which indicates the promotion of teaching-learning activities can re-enforce mind identity and behavior identity of students. The correlation coefficient between visual identity and reputation revitalization is very high that shows the more activities will be held, the higher visual identity and the reputation will be.
(2) For school districts, departments and grades, there are remarkable differences between brand identity and brand revitalization, The higher grade students have lower scores of each aspect, for the reason of those students are too familiar to the campus activity then reducing curiosity. Therefore, introducing different programs for revitalizing school brand are highly recommended.
(3) For revitalization of economy, there are significant differences among residential areas.

並列關鍵字

Brand Identity ； Brand Revitalization

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