| Summary: | 碩士 === 國立暨南國際大學 === 教育政策與行政學系 === 95 === The purpose of the thesis is to study the brand management and brand marketing of Taiwan's Characteristic Schools and to analyze the CS differences among their different background staffs. The main methods used in this study are the literature review and the questionnaire survey. The sample in total of this study is 500. The researcher mailed 500 questionnaires to the whole sample, and there are 165 valid copies.
The findings are shown as follows：
Firstly, the status quo of CS's brand management
(1) The school council is the key institution to decide the position of the CS brand;
(2) Principals, administrative personnel, teachers, the parental associations (PA), community inhabitants, and students are the brand managers of the characteristic school. Moreover, the different school scales have the different views;
(3) Most of the CSs do not develop the brand management unit, and just few of them do this;
(4) Holding the Brand Management administrative meetings regularly is the main strategy of the brand management in the CSs;
Secondly, the present situation of the brand marketing art
(1) Administrative personnel, principals, teachers, the parental associations (PA), community inhabitants, students are the critical persons to promote the CS brand, and the different school scales and areas also have the different views;
(2) Most of the CS do not plot the brand marketing unit, and only few of them do this;
(3) The objects of the CS’s interior marketing are the teachers and the exterior the PAs;
(4) Holding the teacher and parent symposiums are the main brand marketing activities in CS, and the different school scales, areas and history have the different views.
3. Thirdly, the differences between the brand management and the perception and operation of the brand marketing
(1) According to the significant differences between the perception and operation of the brand management and brand marketing in CSs, the brand management is most effective.;
(2) The main influential factors on CS brand perception are the age and the service years of the educational staffs;
(3) The highest correlation items between perception and operation are the extension strategy and the product strategy;
(4) The key item that has remarkable influence on perception degree of CS brand marketing is the age of educational staff;
(5) The correlation degree between brand management perception and brand management operation is medium high;
(6) The correlation degree between brand marketing perception and brand marketing operation is medium high.
Fourthly, the difficulties and barriers to the implementation of the brand marketing
(1) Most of the difficulties and barriers to the implementation of the brand marketing is "Lacking the special unit to deal with the brand marketing";
(2) The main influential factors on CS brand marketing are the different school scales and areas;
(3) The main influential factor for schools not to continue the characteristic school plan is the insufficient subsidy funds;
(4) Staffs in different school scales and areas have different points of view of the influential factors for schools to continue the CS plan.
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