私立高中職學校創新經營、學校行銷策略與學校品牌形象關係之研究:以桃園縣為例

A Study on Relationships among School Innovative Management ,Marketing Strategy and the Brand Image of the School：The Case of Private Senior High Schools in Taoyuan County

葉永婷(Yung-Ting Yeh)

指導教授 ： 楊慶麟

中原大學/人文與教育學院/教育研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400233

摘要

私立高中職學校創新經營、學校行銷策略與學校品牌形象關係之研究-以桃園縣為例
摘要
本研究旨在探討桃園縣私立高中職學校創新經營、學校行銷策略與學校品牌形象之現況，分析不同背景變項之差異及相關情形，並瞭解三變項之關係及桃園縣各私立高中職在上述變項得分群聚情形。問卷調查以桃園縣各私立高中職學教師為研究母群，隨機普查16所桃園縣私立高中職學校，329位教師為研究樣本，以「學校創新經營問卷」、「學校行銷策略問卷」以及「學校品牌形象問卷」為研究工具實施調查，資料處理以描述性統計、t考驗、F考驗、積差相關、結構方程式與階層集群分析等統計方法進行資料分析。
本研究結果歸納如下：
一、桃園縣私立高中職教師知覺學校創新經營、學校行銷策略與學校品牌形象之
現況均達中高程度。
二、不同背景變項填答者對學校創新經營、學校行銷策略與學校品牌形象之知覺
有所不同。
三、桃園縣私立高中職學校創新經營、學校行銷策略與學校品牌形象呈現中度正相關度。
四、學校創新經營與學校行銷策略對學校品牌形象具有預測力。
五、學校創新經營、學校行銷策略、學校品牌形象三者之間具因果關係，學校行
銷策略是學校創新經營與學校品牌形象的中介變項。
六、桃園縣私立高中職學校在學校創新經營、學校行銷策略與學校品牌形象有群
聚關係。
本研究依據上述結果，提出之建議如下：
一、對教育行政機關之建議：訂定學校創新經營獎勵制度、積極推廣創意行銷獎
勵制度、適度補助學校行銷之經費、辦理學校教職員學校品牌形象研討會
推動學校特色認證。
二、對學校的建議：推動創新的資源統整運用概念，善用各項資源、型塑學校行
銷願景，與國內外學校結盟，促進教育文化交流、使學校課程規劃享有盛名
以能提升學校的品牌形象。
三、對後續研究之建議：在研究方法上，運用多元研究方法效果更佳；在研究對
象上，納入學生、家長及社區人士觀點；在研究主題上，增加重要相關變項。

關鍵字

學校創新經營 ； 私立高中職 ； 學校行銷策略 ； 學校品牌形象

並列摘要

Abstract
This study investigates the current situation, different background variables effecting, forecast and relationships among School Innovative
Management ,Marketing Strategy and the Brand Image of the School of Taoyuan County. The radom sampling is used to sample 397 teachers form 16 Private Senior High Schools in Taoyuan County. Receiving back 329 valid
ones after the elimination of 38 invalid ones. The valid response rate is 89.6%. Collecting data were analyzed by the statistical methods of descriptive statistics, independent t-test, one-way ANOVA, Pearson
correlation, and SEM and cluster analysis. The conclusions are as follows:

1.The School Innovative Management ,Marketing Strategy and the Brand
Image of the School perceived by the teachers from the private senior
high schools are all significantly above theoretical average.
2.Teachers with different background variables have significantly different perception in school innovative management,school marketing strategy and the school brand image.
3.There is a high positive correlation between every two variables of
school innovative management,school marketing strategy and the school brand image.
4.School innovative management,school marketing strategy has the significant prediction towardand the school brand image.
5.School marketing strategy is a moderate variable between school innovative management and the school brand image.
6. In Taoyuan County, every county city, township and town presents in different groups in this research with three variable scores.
According to the results above, offering suggests as follows:
1.To educational administrations:
Set school innovation management incentive system, and actively promote the creative marketing incentive system, moderate grant funding to school marketing , to hold a seminar for school staff to make widely known the brand image of the school and promoting school characteristics certification.
2.To school:
Promoting the concept of resource integration ,using the innovationconcept , and use of the various resources, shaping the school vision. To promote alliance with domestic and foreign schools, educational and cultural exchanges, so that the prestigious school curriculum planning would be able to enhance the school's brand image.
3.To future research:
Through the depth interviews to students, parents and community members, qualitative research and advanced statistical methods to quantify the results and do more dimensions test for interaction and expanding the researching area.

並列關鍵字

school brand image ； private senior high school ； school innovative management ； school marketing strategy

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