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

葉永婷

doi:10.6840/CYCU.2014.00143

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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 , Masters　　Advisor：楊慶麟　　

繁體中文 DOI： 10.6840/CYCU.2014.00143

學校創新經營；私立高中職；學校行銷策略；學校品牌形象； school brand image ； private senior high school ； school innovative management ； school marketing strategy

Abstract │ Reference (237) │ Times Cited (5) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 237 ) 〈TOP〉

石碧玉（2010）。桃園縣國民小學學校創新經營與學校組織文化關係之研究。國立臺北教育大學碩士論文，未出版，臺北市。
連結：
仲秀蓮（2011）。臺灣地區國民小學校長正向領導、學校文化對學校創新經營效能影響之研究。國立臺北教育大學博士論文，未出版，臺北市。
連結：
江長雄。（2006）學校行銷組合策略與組織績效之關係研究-以桃園縣國民小學為例。中原大學教育研究所碩士論文，未出版，桃園縣。
連結：
江語姍（2005）。公私立小學行銷策略之研究—以台北市四所學校為例。國立臺北師範大學碩士論文，未出版，臺北市。
連結：
朱瑞傑（2009）。國民小學創新經營現況之研究 ─以高雄縣為例國民小學創新經營現況之研究。臺東大學碩士論文，未出版，臺東縣。
連結：

Times Cited (5) 〈TOP〉

Altmetrics

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