我國特色學校品牌管理與品牌行銷策略之研究

A Study on Characteristic Schools’ Brand Management and Brand Marketing in Taiwan

陳麗惠(Li-Huei Chen)

指導教授 ： 翁福元

國立暨南國際大學/教育學院/教育政策與行政學系/碩士(2007年)

https://doi.org/10.6837/NCNU.2007.00103

摘要

本研究旨在探討我國特色學校品牌管理與品牌行銷之現況，並分析不同背景變項之特色學校教育人員對品牌管理及品牌行銷知覺與實際運作情形之差異情形。本研究採用自編問卷，調查100所特色學校校長、行政人員及教師，有效問卷165份，經統計分析，獲得以下之調查結果：
一、品牌管理現況
（一）校務會議決定是特色學校品牌定位的主要機制，且不同學校規模有不同的看法
（二）校長、行政人員、教師、家長會、社區居民是特色學校主要的品牌管理人員，且不同學校規模有不同的看法
（三）特色學校大多沒有設置品牌管理單位，少數有設置品牌管理單位的特色學校，其型式大多以設置於相關處室為主，且不同學校規模有不同的看法
（四）定期召開校內品牌管理行政會議是特色學校主要的品牌管理措施，且不同學校規模與學校地區有不同的看法
二、品牌行銷現況
（一）行政人員、校長、教師、家長會是特色學校主要的品牌行銷人員，且不同學校規模與學校地區有不同的看法
（二）特色學校大多數沒有設置品牌行銷單位，少數有設置之學校，其型式大多以設置於相關處室為主，且不同學校規模與學校地區有不同的看法
（三）教師是校內主要的行銷對象；家長會是校外主要的行銷對象
（四）舉辦親師座談會是特色學校主要的品牌行銷活動，且不同學校規模、不同學校地區與不同創校歷史之特色學校有不同的看法
三、品牌管理與品牌行銷知覺與運作部分之差異
（一）特色學校教育人員品牌管理知覺與運作程度，以品牌管理之成效最高
（二）不同教育人員年齡與服務年資對特色學校品牌管理知覺有不同之程度
（三）特色學校品牌行銷知覺與運作之相關以推廣策略及產品策略最高
（四）不同教育人員年齡對特色學校品牌行銷知覺有不同之程度
（五）品牌管理知覺程度與實際運作程度為中高相關
（六）品牌行銷知覺程度與實際運作程度為中高相關
四、品牌行銷之實施困境
（一）缺乏品牌行銷專責單位是特色學校品牌行銷最主要的實施困境
（二）不同學校規模與學校地區是特色學校品牌行銷困境之主要影響因素
（三）補助經費不足是影響學校持續辦理特色學校方案之最主要因素
（四）不同學校規模與學校地區對學校持續辦理特色學校方案之影響因素有不同之看法

關鍵字

特色學校 ； 品牌管理 ； 品牌行銷

並列摘要

The purpose of the thesis is to study the brand management and brand marketing of Taiwan's Characteristic Schools and to analyze the CS differences among their different background staffs. The main methods used in this study are the literature review and the questionnaire survey. The sample in total of this study is 500. The researcher mailed 500 questionnaires to the whole sample, and there are 165 valid copies.
The findings are shown as follows：
Firstly, the status quo of CS's brand management
(1) The school council is the key institution to decide the position of the CS brand;
(2) Principals, administrative personnel, teachers, the parental associations (PA), community inhabitants, and students are the brand managers of the characteristic school. Moreover, the different school scales have the different views;
(3) Most of the CSs do not develop the brand management unit, and just few of them do this;
(4) Holding the Brand Management administrative meetings regularly is the main strategy of the brand management in the CSs;
Secondly, the present situation of the brand marketing art
(1) Administrative personnel, principals, teachers, the parental associations (PA), community inhabitants, students are the critical persons to promote the CS brand, and the different school scales and areas also have the different views;
(2) Most of the CS do not plot the brand marketing unit, and only few of them do this;
(3) The objects of the CS’s interior marketing are the teachers and the exterior the PAs;
(4) Holding the teacher and parent symposiums are the main brand marketing activities in CS, and the different school scales, areas and history have the different views.
3. Thirdly, the differences between the brand management and the perception and operation of the brand marketing
(1) According to the significant differences between the perception and operation of the brand management and brand marketing in CSs, the brand management is most effective.;

(2) The main influential factors on CS brand perception are the age and the service years of the educational staffs;
(3) The highest correlation items between perception and operation are the extension strategy and the product strategy;
(4) The key item that has remarkable influence on perception degree of CS brand marketing is the age of educational staff;
(5) The correlation degree between brand management perception and brand management operation is medium high;
(6) The correlation degree between brand marketing perception and brand marketing operation is medium high.
Fourthly, the difficulties and barriers to the implementation of the brand marketing
(1) Most of the difficulties and barriers to the implementation of the brand marketing is "Lacking the special unit to deal with the brand marketing";
(2) The main influential factors on CS brand marketing are the different school scales and areas;
(3) The main influential factor for schools not to continue the characteristic school plan is the insufficient subsidy funds;
(4) Staffs in different school scales and areas have different points of view of the influential factors for schools to continue the CS plan.

並列關鍵字

brand management ； brand marketing ； characteristic school

參考文獻

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