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論文名稱 Title |
高中職學校品牌資產指標建構與實證分析之研究 A Study of Indicatior Construction and Empirical Analysis for High School Brand Equity |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
184 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2017-07-28 |
繳交日期 Date of Submission |
2017-07-25 |
關鍵字 Keywords |
學校行銷、品牌資產、學校品牌、教育行政、高中職學校品牌資產 school marketing, school brand, brand equity, education administration, high school brand equity |
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統計 Statistics |
本論文已被瀏覽 5701 次,被下載 29 次 The thesis/dissertation has been browsed 5701 times, has been downloaded 29 times. |
中文摘要 |
面對今日複雜且高競爭的高中職市場,各校需要運用適當的行銷策略去建立強勢學校品牌來吸引學生就讀,如何評估高中職品牌價值成為一個重要的研究議題。高中職品牌資產是評估高中職品牌重要構念。本論文主要在建構高中職品牌資產指標並透過實證研究了解學生對於高中職品牌的想法。全文計分為三個部分,第一部分為理論建構,從品牌資產、學校品牌資產及高中品牌管理內涵之國內外文獻中進行內容分析並歸納出高中職品牌資產指標構念,設計「高中職品牌資產益指標問卷」,高中職品牌資產包含五大構面如下:「學校品牌忠誠度」、「學校品牌知名度」、「學校知覺品質」、「學校品牌聯想」及其他高中職學校品牌資產。其他高中職學校品牌資產構面包括「交通服務」「學生生活」、「生涯發展」及「硬體設施」等三個指標。第二部分針對台中地區高中職學生方便抽樣(622位份有效樣本),施測量表後進行驗證性因素分析及信度分析,以確認測量指標符合高中職品牌資產構念。第三部分為實證分析,進行資料彙整與統計分析,以描述統計、CHAID、多群組分析及集群分析來詮釋所發現之研究現象。 研究結論如下: 一、高中職學校品牌資產指標以Aaker品牌資產理論為基礎,且經過統計驗證具有良好信效度。 二、高中職學校品牌資產指標之實證分析 (一)當前台中市高中職在學校品牌資產指標各層面之平均得分情形介在4.29至4.85分;行學校品牌忠誠度4.52分;學校品牌知名度4.53分;學校知覺品質4.85分;學校品牌聯想4.29分;其他學校品牌資產4.37分。 (二)高中職學校品牌資產得分主要受會考成績的影響。 (三)透過多群組分析發現,本問卷在高中生及高職生上無跨樣本效度。 (四)透過集群分析後,高中職品牌資產可分為以下五類型:「知覺型學校品牌」 、「弱勢型學校品牌」、「一般型學校品牌」、「知名型學校品牌」和「強勢型學校品牌」。 相關建議如下: 一、將高中職學校品牌資產指標問卷及實證結果應用於學校品牌發展之依據 二、推廣應用高中職學校品牌資產指標問卷 三、建立高中職學校品牌資產典範供他人學習 四、對後續研究者之建議 (一)研訂適切可行的高中職學校品牌資產衡量權重公式 (二)進行其他變項影響效果之研究 (三)擴大研究對象,納入其他學校利害相關人 |
Abstract |
In today's complex and highly competitive marketplace, schools need to use appropriate marketing strategies to build strong school brands to attract students. How to evaluate the value of high school brand has become an important research topic. This paper mainly constructs the dimensions of high school brand equity and realizes the students' thoughts on the brand of high school. The study included three stages. At the first stage, the study analyzed contents of high school brand equity’s competence in native and foreign countries through literature reviews. High school brand equity included "School Brand Loyalty", "School Brand Awareness", "School Perceived Quality", "School Brand Association" and "Other High School Brand Equity". At the second stage, there are 622 high school students in Taichung as samples to test the reliability and validity of the questionnaire. At the third stage, data were analyzed with descriptive statistics, Chi-square automatic interaction detection, multi-group SEM and clustering analysis. The results were as follows: I. The brand equity dimensions of high school is based on Aaker's brand equity theory and has good reliability and validity through statistical verification. II. The empirical analysis of high school’s brand equity dimensions: i. The scores on the high school’s brand equity competence indicators were between 4.29and 4.85. The scores on School Brand Loyalty were 4.52. The scores on School Brand Awareness were 4.53. The scores on School Perceived Quality were 4.85. The scores on School Brand Association were 4.29. The scores on Other High School Brand Equity were 4.37. ii. The high school brand equity was remarkably diverse with the admission test results. iii. There are differences about factor structure to cross high school students sample in the questionnaire. iv. High school’s brand equity can be divided into the following five types: "Perceptual School Brand", "Weak School Brand", "General School Brand", "Well-known School Brand" and "Strong School Brand". The suggestions are as follows: I. To apply the questionnaire to evaluation of high school brands II. To extend the questionnaire about high school brands III. To set up the model of high school brands IV. Further research i. To set up an adequate formula to measure high school brand equity ii. To explore other influential factors on high school brand equity iii. To extend the sample over other school stakeholders |
目次 Table of Contents |
論文審定書 i 誌謝 iii 中文摘要 iv 英文摘要 vi 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與待答問題 5 第三節 名詞釋義 6 第四節 研究範圍與限制 8 第二章 文獻探討 9 第一節 品牌資產內涵與評估 9 第二節 學校品牌資產相關概念分析 27 第三節 高中職學校品牌資產指標之初步建構 54 第三章 研究設計與實施 69 第一節 研究流程 69 第二節 研究方法 71 第三節 分析架構 72 第四節 研究樣本 73 第五節 研究工具 79 第六節 資料分析 83 第四章 研究結果與討論 85 第一節 高中職學校品牌資產評估指標之信效度分析 85 第二節 高中職品牌資產現況分析 107 第三節 不同背景變項下高中職學校品牌資產差異性分析 113 第四節 高中職學校品牌資產多群組及集群分析 129 第五節 相關研究之差異比較 135 第五章 結論與建議 137 第一節 結論 137 第二節 建議 144 參考文獻 147 中文部分 147 英文部分 151 附錄一 高中職學校品牌資產指標之調查問卷(專家審閱用) 157 附錄二 施測說明書 165 附錄三 高中職學校品牌資產指標之調查問卷 167 附錄四 問卷編碼表 169 |
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