English  |  正體中文  |  简体中文  |  Items with full text/Total items : 49378/84106 (59%)
Visitors : 7375446      Online Users : 69
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/101988


    Title: 特色系所在學校品牌建構中之策略角色 : 以某科技大學為例
    Other Titles: The strategic role of featured department on the brand architecture of university : an example of the University of Science and Technology in Taiwan
    Authors: 周貞秀;Chou, Chen-Hsiu
    Contributors: 淡江大學國際商學碩士在職專班
    黃哲盛;Huang, Je-Sheng
    Keywords: 品牌建構;教育行銷;學校品牌;Brand Architecture;education marketing;University Brand
    Date: 2014
    Issue Date: 2015-05-04 09:44:44 (UTC+8)
    Abstract: 在一個以品牌為中心的社會,品牌的建立與吸引學生到學校就讀,兩者間有密不可分的關係。近年來由於教育制度改革帶來的效應,以及政府政策的鬆綁,讓教育市場呈現出戲劇性的成長。然而隨著少子化的影響,學生來源的減少以及教育市場的高度競爭等因素,科技大學如何在百校的競爭對手中去建立品牌與行銷,區別出他們教育成效與服務品質,並且與教育顧客之間建立良好且重要的關係則是學校教育有效吸引學生的重要利器。
    本研究系採用質化研究途徑,並以個案研究方式,藉由品牌與教育行銷等相關文獻探討,進一步發展系所品牌建構與行銷策略。依據品牌建構策略的原則對應在在學校特色系所的品牌的發展並進而提升學校品牌的整體形象。
    從質化研究法當中的個案研究中取得的資料,並依據研究目的與前幾章的文獻探討分節所呈現之結果,將品牌組合中的「品牌建構策略」依據品牌角色對應至大學的系所當中的,並衍生出「側翼型系所」、「金牛型系所」、「低階入門型系所」、「高階聲望型系所」做為特色系所的品牌建構策略。其結果得知系所品牌角色在科技大學院校並不會一成不變,會因為社會型態的變遷以及環境等外在的變化而隨之變動。本研究僅對於目前的社會結構而取得的研究成果。
    It is really important between brand architecture and education marketing of university in branding society. Recently, the influence on revolution of education institute and transforming of government policy, there is huge growing of university quantities. However, cause of trend of fewer children, reducing of students, and highly competitive of education system, it is more important way to build branding and marketing from lots of universities can enthuses on efficiency and quality of education.
    This research based on case study by qualitative research method and reviewed material references of education marketing for developing brand architecture and marketing policy. To increase whole image of university rely on the strategic role of featured department on the brand architecture.
    The conclusion of this research from qualitative research method, we can figure out the brand strategic can divided into for 4 parts, flanker brand, cash cow brand, low end brand, and upper-intermediate brand. In this paper, the strategy of department brand in university is not only changing with the society but also with the technology of environment. This research conclusion is focus on society system nowadays.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML84View/Open

    All items in 機構典藏 are protected by copyright, with all rights reserved.


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback