臺北市優質學校品牌管理之研究

THe brand management of Quality Schools in Taipei

許育禎

指導教授 ： 王如哲

國立臺灣師範大學/教育學院/教育政策與行政研究所/碩士(2010年)

摘要

本研究旨在探討臺北市優質學校的優質因素與品牌管理現況，並分析不同個人背景與學校背景變項的臺北市優質學校成員知覺優質學校優質因素與品牌管理的差異情形，進而探究優質學校優質因素與優質學校品牌管理的關係，再根據研究發現與結論，提出可供教育行政機關、國民中小學、學校成員及後續研究參考之建議。
為達上述研究目的，本研究採問卷調查法，在參酌相關文獻後，編製成「臺北市優質學校品牌管理調查問卷」作為研究工具。以2006-2009年臺北市優質學校獲獎之臺北市國民中小學為研究母群，先採取立意抽樣，共計47所學校接受調查。再依據學校規模採分層隨機方式抽樣填答人數，共發出547份問卷，回收問卷355份，回收率達64.9%；剔除填答不完全之無校問卷10份，總計有效問卷為345份，有效問卷回收率為63.1%。本研究以SPSS for Windows 12.0版統計套裝軟體進行描述性統計、獨立樣本t檢定、單因子變異數分析以及皮爾森積差相關等統計方法。
綜合文獻及調查研究結果之發現，獲得以下十一項結論：
一、臺北市優質學校具備優質因素之程度佳，其中以「採取實際的行動」、「瞭解與認同」及「規劃適宜的策略」等層面具備較高程度。
二、臺北市優質學校具有優質因素程度大致為佳。
三、臺北市優質學校具備優質因素之程度，不因學校類別與學校規模的不同而有差異。
四、臺北市優質學校具備優質因素之程度，會隨成員之性別、年齡、服務年資、職務或身份與最高學歷等個人背景變項之不同而有知覺上差異。
五、臺北市優質學校具備優質因素之程度，會因學校性質與學校歷史等學校背景之不同而有差異。
六、臺北市優質學校具有品牌管理之程度佳，其中以「成效評估」層面程度較高。七、臺北市優質學校具備品牌管理之程度大致為佳，但「執行與管理」層面與「計畫」、「成效評估」等兩層面間仍有落差。
八、臺北市優質學校具備品牌管理之程度，不會因成員之性別、最高學歷不同而有差異，亦不會因學校歷史與學校規模等不同而有顯著差異
九、臺北市優質學校具有品牌管理之程度，會因成員之年齡、服務年資、職務或身份等不同而有顯著的知覺差異。
十、臺北市優質學校具有優質學校品牌管理之程度，會因學校類別與學校性質不同而有顯著差異。
十一、臺北市優質學校優質因素與品牌管理之整體及各層面，皆具有高度正相關。
本研究根據以上結論，分別針對教育行政機關、國民中小學、學校成員以及未來研究提出相關建議，以供參考。

關鍵字

優質學校 ； 優質學校因素 ； 優質學校品牌管理

並列摘要

The main purposes of this research were to investigate the present situation of quality factors and brand management of Quality Schools in Taipei City, to analyze the differences between quality factors and brand management in personal variables and school environmental variables, to explore the relationship between the two factors, and to provide suggestions for improving the brand management of Quality Schools in Taipei City.
The method adopted for the research was questionnaire study. Based on the results of the literature review, “The questionnaire for brand management of Quality Schools in Taipei City” was developed as the study tool. The questionnaire was delivered to 47 Quality Schools in Taipei City from 2006 to 2009. Then 547 subjects were randomly sampled from the Quality Schools. 355 out of the 547 questionnaires sent out were effective. The statistics software tool used for the questionnaire analysis was the SPSS for Windows version 12.0, and the statistics techniques were descriptive statistics, independent sample t-test, one-way ANOVA and Pearson product-moment correlation.
The conclusions derived from the finding of the study were as follows:
1.The scores of the quality factors of the Quality Schools were high. Among all dimensions of quality factors, the dimensions of adopting the practical actions, understanding and identifying, and planning the suitable strategy were scored higher.
2.Generally speaking, the present situation of quality factors in Quality Schools showed high-leveled quality.
3.There was no difference among school staffs’ quality factors in terms of the variable school level and school scale.
4.There were significant differences in the awareness of quality factor of Quality Schools’ staffs in terms of the variable gender, age, seniority, current position, and education level.
5.There were significant differences in the present situation of quality factor of Quality Schools in terms of the variable school level and school history.
6.The scores of the brand management of the Quality Schools were scored high. Among all the dimensions, the dimension of effects- evaluation was scored higher.
7.Generally speaking, the present situation of brand management in Quality School showed high-leveled quality. However, it still existed a drop between the dimension of implement and management, and the dimension of planning and effects- evaluation.
8.There was no difference in the awareness of brand management of Quality Schools’ staffs in terms of the variable gender, educational level, school history and school scale.
9.There were significant differences toward the awareness of brand management of Quality School between staffs’ age, seniority, and current position.
10.There were significant differences toward the awareness of brand management of Quality School between staffs’ school level and school quality.
11.Among different dimensions or the whole, there was a high positive correlation between quality factors and brand management.
In the end, based on the findings and conclusions of the study, some suggestions were given to our educational administration authorities, schools, staffs and the future studies for reference.

並列關鍵字

Quality School ； quality factors of Quality School ； brand management of Quality School

參考文獻

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