中等學校學校識別研究與視覺行銷應用

李淑芬

指導教授 ： 梁桂嘉

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2005年)

摘要

摘 要
近年來，因人口出生率遞減，各國高中未來將面臨招生不足或招生素質不理想的現象，因此各學校必須發展學校特色與提昇競爭力。本研究從品牌塑造及其行銷概念、非營利組織本質、學校品牌及學校行銷、CIS與SIS的構成關係，探討學校品牌識別建立的理想模式，可能有的設計要素及網路時代，如何運用媒體強化學校形象，發展各校特色，提昇競爭力。本研究預期由下列幾項問題的探討，藉以規列中等學校識別與視覺行銷的應用策略。
一. 探討中等學校品牌識別的意義。
二. 探討中等學校識別之建立的設計要素。
三. 探討中等學校識別建立的宣傳與媒介。

根據研究結果，得知下列結論：學校識別(SI)需於日常的學校經營中確實執行，才能真正對於創造品牌價值有所助益。建立學校品牌識別時，設計要素包含有：內部的品牌聯繫及願景、外來環境的自我及競爭分析、
確立學校識別指認、建立學校識別管理方法。而其視覺行銷的具體做法，則是建立學校識別的視覺基本與應用設計系統，透過設計系統視覺化、系統化的有效傳播特質，促進學校優勢的公共關係，來提昇學校的形象與知名度。由於網站品牌識別系統「可介紹品牌的特性、功能、定位及其價值
，增加目標大眾對品牌的了解與感覺」的特質，正符合了學校識別的宣傳與媒介。

關鍵字

學校識別 ； 學校行銷 ； 品牌

並列摘要

Abstract

Recently, almost every school has been making efforts to develop its characteristics and enhance its reputation and popularity to attract new students, facing the problem of not having enough students or the poor student quality. This study is to research the ideal strategies to develop school identity and to use the media and the website to strengthen school image through the ideas of brand building, non-profitable organization, school brand, school marketing, and ingredients of CIS and SIS. This study is trying to research basic strategies for high school identity in visible marketing.

1. Research the meaning of high school brand identity.
2. Research the ingredients of designing brand building.
3. Research the media of brand building.

According to the result, the conclusion is the following: School identity makes great help after well planned and performed. The ingredients of designing school brand identity includes inside brand communication and brand vision, outside environment analysis, school identity recognition, and school identity management. For vision marketing, school needs to build basic visual system and the applied system. Through the visualized system, the efficient communications, and the school public relationships, the school can strengthen its image and enhance its popularity. Because the website brand identity system can introduce the brand characteristics, functions, positioning and its value, it makes consumers more realize the brand, so it is appropriate to be the commercial and the medias of school identity.