| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 95 === Because of the economic development, concept of advanced education, educational policy and the decrease of natality in domestic society, the unbalanced situation of the supply and demand on higher education market was formed gradually. Nevertheless, many schools started to face the crisis of deficiency for enrolling new students.In order to solve this difficulty, there are several main strategies for school operation such as improving the education quality, developing school features, and establishing the excellent school brand. When it comes to business management, brand image always significantly affects the outcomes of enterprise operation, so rebranding has been the turning point for all declining industries.There are a lot of similar cases like this. When many universities are elevated their statues, they also try to break away from the former images through by changing school names. What rebranding aims at is how to do the comprehensive plan and implementation. By way of literature collection, this research takes rebranding as the topic combined with an integrated research structure to figure out the factors that may affect the consumer perceptions and creates the unique brands, which belong to schools themselves. Based on the topic of school rebranding, this research discusses the effects of rebranding to consumer perceptions via questionnaires. The research samples include 200 for public and another 200 for students. There are few points of the research results as follows:
1. The most impression rebranding schools for public in sequence are National Kaohsiung University of Applied Sciences, St. John’s University and Ching Yun University. Furthermore, the most impressive rebranding schools for studnets are National Kaohsiung University of Applied Sciences, St. John’s University and Hsiuping Institute of Technology in sequence.
2. The public and students think why schools change names after rebranding is mainly because of the new image, and then the society and industry demand. The unfavorable names and reputation are the last points.
Overall, the positive perception, studying motivation and evaluation from the public and students will be formed no matter the rebranding is conducted in the public or private school and the school-names-changed or not.
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