| Summary: | 碩士 === 國立臺北教育大學 === 教育政策與管理研究所 === 94 === The purposes of this study are to understand the principals’attitudes, strategies and difficulties of brand management in elementary schools of Taipei County , and to analyze the relationship between the principals’attitudes and strategies of brand management.
To reach the above goals, at first the study discusses theories of school brand management from related literature, and takes it as the theoretical basis of the study.Secondly, this study collects related data by conducting a survey. The subjects of this study are principals of public primary schools in Taipei County.207 copies of questionnaires were released, in which 172 effective ones were responded.Using descriptive statistics, Cronbachα, t-test, One-way ANOVA, Pearson’s Product-moment Correlation, Canonical Correlation, and Stepwise Multiple Regression analysis, data are analyzed.And then, taking an interview with some of the principals in order to verify the result of the research.
The main findings are as below :
1.The principals’attitude of brand management in elementary schools of Taipei County is
high-level evaluations and action tendency.
2. The principals’attitude of brand management in elementary schools of Taipei County
particularly emphasizes perceived quality management, inner interested parties of
school as participants, as well as the establishment of software and positive image.
3. The principals’strategy of brand management in elementary schools of Taipei County is
medium-level practiced.
4. The principals’strategy of brand management in elementary schools of Taipei County
particularly emphasizes brand positioning, the conesion of key brand concepts and traditional communication approaches.
5.The principals’attitude and strategy of brand management have gap in elementary
schools of Taipei County.
6.There are significant differences on principals’attitude of brand management in elementary schools of Taipei County by gender, age, and educational background.
7.There are significant differences on principals’strategy of brand management in elementary school of Taipei Country by educational background.
8.There is a positive correlation between the principals’attitude of brand management and the principals’strategy of brand management in elementary schools of Taipei County.
9.The principals’attitude of brand management on the component of differentiating has the highest correlation with strategy of school brand management, and perceived quality management has the lowest correlation.
10.The principals’attitude of brand management on the component of differentiating is the main factor affecting the principals’strategy of brand management in elementary schools of Taipei County.
11.The principals’difficulty of brand management in elementary schools of Taipei County is low-level consciousness.
12.There is no significant difference on principals’difficulty of brand management in elementary schools of Taipei County by gender, age, educational background, school scale, school location and school history.
13.The principals’biggest difficulty of brand management in elementary schools of Taipei
County lies in inner school, and the main problem is lacking of school source, related
knowledge and ability.
Based on the above findings, this research proposes some suggestions for school principals and educational administrative authorities.
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