臺北縣國民小學學校品牌管理策略運用之研究

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Title:	臺北縣國民小學學校品牌管理策略運用之研究
Other Titles:	A study on schools' brand management and strategies of elementary school in Taipei county 台北縣國民小學學校品牌管理策略運用之研究
Authors:	羅中毅;Lo, Chun-i
Contributors:	淡江大學教育政策與領導研究所碩士在職專班楊國賜;Yang, Kuo-shih
Keywords:	品牌;學校品牌;品牌管理策略;Brand;School Brand;Brand Management and Strategies
Date:	2009
Issue Date:	2010-01-11 00:17:20 (UTC+8)
Abstract:	本研究旨在探討臺北縣國民小學教育人員對學校品牌管理策略運用現況知覺程度分析，採用文獻分析和問卷調查法進行研究，並根據結論提出具體建議。本研究以臺北縣50 所國民小學教師為對象，以自編的「臺北縣國民小學學校品牌管理策略運用調查問卷」為研究工具，共發出450 份，回收403 份，回收率達90﹪，有效問卷394份，問卷可用率達98﹪。調查所得資料以SPSS 12.0 版統計套裝軟體進行描述統計、獨立樣本t 考驗、單因子變異數分析等統計方法處理，本研究發現如下： 1、臺北縣國民小學教師對學校品牌管理策略運用現況知覺程度為中上。 2、臺北縣不同性別國民小學教育人員在「學校品牌企劃策略」、「學校品牌成效評估策略」現況知覺程度上有顯著差異。 3、臺北縣不同年齡國民小學教育人員在「學校品牌企劃策略」、「學校品牌行銷策略」現況知覺程度上有顯著差異。 4、臺北縣不同教育程度國民小學教育人員在「學校品牌企劃策略」、「學校品牌行銷策略」現況知覺程度上有顯著差異。 5、臺北縣不同現任職務國民小學教育人員在學校品牌管理策略現況知覺程度上有顯著差異。 6、臺北縣不同學校所在區域國民小學教育人員在「學校品牌企劃策略」、「學校品牌行銷策略」現況知覺程度上有顯著差異。 7、臺北縣不同學校規模國民小學教育人員對學校品牌管理策略現況知覺程度上有顯著差異。 8、臺北縣不同創校歷史國民小學教育人員對「學校品牌企劃策略」現況知覺程度有顯著差異。根據研究所得的結論，分別對教育主管行政機關、學校行政、教師以及後續研究提出建議，作為國民小學推展學校品牌管理策略運用之參考。 The article is analyzed the consciousness of brand management and strategies in Taipei elementary schools and researched by documentary analysis and questionnaire investigation. Lastly We show some useful suggestions based on the conclusion. The purposes of this study is to investigate Taipei County elementary school educator’ cognition of schools’ brand management and strategies. This study adopted literature review and questionnaire survey to understand the connotation of elementary school brand management and strategies. The sample is teachers of fifty elementary schools in Taipei County. The questionnaire title is “Brand Management and Strategies in Taipei County Elementary Schools” is our abstract. The 450 copies were sent out; the retrieved probability was 90%.There was 376 effective copies of the questionnaire and the usable probability was 98%. Using statistical methods of SPSS version 12.0 likes Independent T-test, one-way ANOVA in our study. The findings is as follows： 1. The consciousness of Brand Management and Strategies in Taipei County elementary school teachers is Upper level. 2. There is significant difference on the consciousness of “school brand planning” and “strategic brand assess” in Taipei County elementary school teachers’ gender. 3. There is significant difference on the consciousness of “school brand planning” and “strategic brand assess” in Taipei County elementary school teachers’ age. 4. There is significant difference on the consciousness of “school brand planning” and “strategic brand assess” in Taipei County elementary school teachers’ education background. 5. There is significant difference on the consciousness of school brand management in Taipei County elementary school teachers’ position. 6. There is significant difference on the consciousness of “school brand planning” and “strategic brand assess” in different Taipei area. 7. There is significant difference on the consciousness of school brand management in different school sizes. 8. There is significant difference on the consciousness of “school brand planning in school history. In a word, this study provides some suggestions for supervisors, teachers, administrator and further research. Suggestions will be referenced to improve school brand planning.
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