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    Title: 國民中學原住民學生社團經營與品牌形象及其成效之研究 : 以臺北縣樟樹國中為例
    Other Titles: A study of the effectiveness of administration and brand image of junior high school aboriginal student club : a case study at camphor tree junior high school in Taipei county
    Authors: 湯凱任;Tang, Kai-jen
    Contributors: 淡江大學教育政策與領導研究所碩士班
    楊朝祥;Yung, Kirby C.
    Keywords: 原住民學生社團;社團經營;品牌形象;Junior High School Aboriginal Student Club;Administration;Brand Image
    Date: 2010
    Issue Date: 2010-09-23 15:20:37 (UTC+8)
    Abstract: 本研究旨在透過對樟樹國民中學原住民社團之經營與品牌形象建立的探討,分析其對學校經營績效的影響,然後進一步了解樟樹國民中學原住民社團的經營與品牌對教育經營績效的影響作用。
    為達成上述研究目的,選擇台北縣一所國中作為研究個案,採用質性研究方法,運用訪談、觀察及文件分析等研究方法進行研究。內容上以訪談學校行政人員、教師、家長、學生之資料為主,並輔以觀察所得及相關文件資料分析上述資料後歸納出本研究的結論如下:
    壹、都市地區原住民的教育情形
    一、 都市地區原住民教育正不斷發展,人才結構也有所變化。
    二、 缺少家庭關愛和學校不重視以及文化衝突是都市原住民學童學習上普遍面臨的問題亦是學習不佳的原因。
    三、 原住民學生社團創立的主要目的在於滿足社區發展的需要、根據原住民學生的特長開展教育以及保留並宣揚原民文化。
    貳、都市原住民集中地區國民中學原住民社團之成立與經營情況
    一、 經費來自於教育局、原民局與地方仕紳和其他民間機構經費充足。在課程方面則採「漸進式」的教育方式。
    二、 限制原住民社團發展的重要因素是社團師資來源不足、少子化問題、家庭參與教育程度不夠。
    三、 維持原民文化特色和漸進式發展是原住民社團未來發展的主要方向。
    參、都市原住民集中地區國民中學原住民社團之品牌形象成立與經營之情況
    一、 人性、多樣的品牌形象提高了社團的品牌忠誠度與美譽度;社團的獲獎亦提高了社團的品牌知名度和學校名譽。
    二、 原住民社團之經營管理和品牌化與學校整體規劃是一致的亦符合學校形象與定位。
    肆、都市原住民集中地區國民中學原住民社團之經營與品牌形象之建立對學校
    經營績效之影響
    一、 辦學績效因社團的成長而有所提升。
    二、 原住民社團的經營管理與品牌化對學校經營績效有促進作用亦是學校發展的契機,但也帶來了壓力與挑戰。

    根據上述研究結果,分別對教育行政機關、學校、教師、家長及未來研究提出之建議如下:
    壹、給教育當局的建議
    一、 重視對原住民教育師資的培養。
    二、 提供原住民社團需要的物資,豐富市場供給。
    貳、給社會民眾的建議
    一、 增加對原住民社團師資的援助。
    二、 增加家長對孩子教育的參與。
    參、給國民中學的建議
    一、 根據原住民學生的特長開展教育、保留並宣揚原民文化。
    二、 良好規劃、減少文化衝突。
    三、 不斷提高教師、管理者的整體素質與能力。
    The purpose of this study is to analyze the influence to school accountability by the investigation of the management and brand image-building of the aboriginal student association of Camphor Tree Junior High School, and further tries to realize its influence to educational accountability.
    In order to complete this study, we took a junior high school at Taipei County as the research case. We used many qualitative research methods such as interview, observation, the documentary analysis on the study. The information derived from interview with school administrators, teachers, parents and students, is the main body of this study, supplemented with the information of observation and relevant documents.
    After analyzing those data and documents, I check and sum up following conclusion:
    1.Educational situation of urban aborigines:
    (1)The aboriganal education in urban area is developing, and the structure of talent is changing.
    (2)The lack of love from family, the de-emphasis of school, and the culture conflict are the problems the urban aboriginal students face commonly in learning, and also the reasons why they can’t learn well.
    (3)The main purposes of founding aboriginal associations are satisfying the needs of the community development, expanding the education by the aboriginal students’ talents, keeping and publicizing aboriginal cultures.
    2.The establishment and the management of aboriginal associations in junior high school at centralized area.
    (1)The main financial source in aboriginal associations is from Educational bureau and Aboriginal bureau. Besides, they got more sufficient budgets because of the local personalities and other institution’s support. And they use gradual ways on their lessons.
    (2)The lack of teaching resource, declining birthrate and the lower participation of family are the main factors restricting the development of aboriginal associations.
    (3)Maintaining aboriginal cultures and developing gradually are the main directions to aboriginal associations in the future.
    3.The brand image-building and the management of aboriginal associations in junior high school at centralized area.
    (1)Humanistic and various brand images of aboriginal associations lift the brand loyalty and the reputation. Awarding also makes the brand more famous, and enhances the school reputation.
    (2)Management and branding of aboriginal associations are in the same tune with the school total plan, and fit in with the school image and orientation.
    4.The influence of the brand image-building and the management of aboriginal associations in junior high school at centralized area to the school accountability.
    (1)The accountability of managing school is rising because of the growth of the associations.
    (2)Management and branding of aboriginal associations are not only the promotion to the school accountability but the turning point of the school development. It also brings the stress and challenges.

    Based on the above study result, following suggestions are made for
    educational and administrative institutions, schools, teachers, parents and future studies:

    1. Suggestions for educational and administrative institutions:
    (1)Emphasize the development of aboriginal teaching resource.
    (2)Support the materials that aboriginal associations need and enrich the market supply.
    2. Suggestions for common people:
    (1)Increase the aid to the teaching resource of aboriginal associations.
    (2)Parents should take part in children’s learning often.
    3. Suggestions for school:
    (1)Expand the education by the aboriginal students’ talents, keep and publicize aboriginal cultures
    (2)Organize well and decline the culture conflict.
    (3)Increase the quality and ability of teachers and managers.
    Appears in Collections:[Master's Program, Graduate Institute of Educational Policy and Leadership] Thesis

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