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论文编号：	4324
作者编号：	1120074563
上传时间：	2012/6/7 8:58:12
中文题目：	台湾高职学校品牌管理研究
英文题目：	The Study of Brand Management on Higher Technical-Vocational Schools in Taiwan
指导老师：	韩德昌
中文关键字：	台湾高职学校 教育资源 品牌整合营销 品牌权益 品牌管理
英文关键字：	Taiwanese Higher Technical-Vocational Schools; education resource; brand integrated marketing; brand equity; brand management
中文摘要：	高等职业技术教育主要培育时用及高级技术人才，台湾高等教育市场已面临教育自由化，国际化竞争的增加及经营上的冲击，教育机构为了生存势必做调整。品牌管理的概念早已受到企业管理者和学者大量的关注，成为品牌研究的核心。在学术界对于品牌管理的研究多集中在对企业的管理上，虽然学校生态并不全然等同于企业，而品牌浪潮亦逐步冲击学校的教育生态，因此，如何建立“学校品牌”，做好“学校品牌管理”已成为理论与实务界探讨的焦点。然而，学者对于学校教育资源与品牌整合营销、品牌管理、品牌权益和品牌战略关联之研究相对缺乏。所以，本研究之目的在建立台湾高职学校对这些因素之相互关联性的模型，并依据此关联性发展出台湾高等职业学校之品牌战略，对于规划学校品牌战略具有重要的价值和意义。本论文主要透过“台湾高职学校教育资源绩效评估”、“台湾高职学校品牌整合营销”及“台湾高职学校品牌战略”对学校品牌管理进行三重角度的诠释，从而呈现本论文之新视角。具体讨论了“台湾高职学校教育资源”的模型实证设计及绩效评估；再对“台湾高职学校品牌整合营销”的模型构建、进行研究假设检验；最后就“台湾高职学校品牌战略”深度访谈纪录加以分析，并提出台湾高职学校的八大品牌战略。本研究之目的在此三大视角的基础上，分析和构建学校品牌管理的模式与机理，为台湾高职品牌管理发展提供有益的机制参考。本研究采用定性与定量的相结合的方法，逐步对研究主题展开研究。定性方法主要包括深度访谈、开放性编码分类，且对访谈记录进行整理分析。定量方法在“台湾高职学校教育资源绩效评估”的研究，透过台湾教育部公开的数据库，共选定26所台湾高职学校为分析对象。主要采用多元尺度方式建立其区分模式，分别就教育资源的输入、过程及输出指标三大分区类别，并分析变量之间关系，之后再进行准则相关及竞争态势的分析，检验公私立高职在不同构面上的差异，最后针对高职整体性做适当的比较分析。在“台湾高职学校品牌整合营销”的研究，采用问卷调研法，分二阶段进行，第一阶段，首先界定概念模型中的核心概念，提出一个理论模型及相关的研究假设。测试问卷经专家审查确认后，实施问卷预试，获取120个有效样本。针对各量表题项进行信度分析与效度分析，用以确认正式问卷题项。第二阶段，根据预试问卷数据分析结果，参酌专家意见，完成正式问卷设计。正式调查抽样依照分层抽样与随机抽样相结合的原则，在台湾高职学校与大学中进行。总计选定22所公私立大学与公私立高职学校参与正式问卷调查，总计取得有效问卷642份。本研究使用STATISTCA10.0与LISREL 8.80运算软体，用验证性因素分析与探索性因素分析、路径分析。进行线性结构方程模型分析，以验证研究假设。进一步依据分析结果数据，解释本研究所提出的理论模型。本论文在理论研究和实证分析的研究上，得出如下结论：首先，经由“台湾高职学校教育资源之绩效评估”研究发现：（1）台湾公私立高职办学绩效都有达一定的水平，欲提升高校品牌形象，从改善学校整体教育质量，积级倡导学校优良业绩表现着手，系统的提升品牌效应。（2）在教育资源的输入、过程及输出三构面学校之间的优劣势，从统计结果中发现学生实习方面私立高职较公立高职重视，这点是公立高职可关注的地方。其次，在“台湾高职学校品牌整合营销”的研究上，所提出的研究模型是获得支持的，而且模型契合度检验出均有很高的模型契合度。得到以下主要结论：（1）在公立高职中，教育资源、品牌整合营销和品牌管理对品牌权益有着显着的正相关。显示：在教育资源方面，公私立高校最丰富。在品牌整合营销方面，私立高职投入最多。在品牌管理方面，公立高职投入明显低于私立高职。（2）在私立高职中，同样教育资源、品牌整合营销和品牌管理对品牌权益有影响度。品牌整合营销和品牌管理对品牌权益有着显着的正相关。显示：在教育资源方面，私立高职低于公私立高校和公立高职。在品牌整合营销方面，私立高职的投入比公私立高校和公立高职多。在品牌管理方面，私立高职的投入远高于公私立高校和公立高职。（3）公私立高校方面显示只有教育资源对品牌权益有显着影响度，显示：公私立高校教育资源丰富，但在品牌整合营销和品牌管理方面均未投入太大心力。最后:在“台湾高职学校品牌战略”的研究，综合过去学者研究、本论文前述之两研究结果及与专家学者深度访谈学校品牌战略发展相关结果，作者提出学校八大品牌战略，详述如下： （1）品牌定位战略（2）品牌分割战略（3）品牌延伸扩张战略（4）品牌合并战略（5）品牌识别系统战略（6）品牌形象塑造战略（7）品牌价值强化战略（8）品牌结盟战略本研究达到理论和实践的高度结合，提出对学校品牌战略发展的具体建议。
英文摘要：	The challenge for Higher Technical-Vocational Schools （HTVS） in Taiwan is that they are becoming increasingly internationalized and competitive, and the liberalization of education is having a significant impact on them. Brand management is regarded as a very important concept in business practices as well as in academic research because marketers can gain a competitive edge from it. Therefore, in recent years, how to build up educational brand and develop brand management strategy for HTVS has become more and more important in theory and practice. However, there has been relatively little research done on the effects of brand management and brand equity on educational resources and integrated marketing. Therefore, the purpose of this study was to evaluate educational resources performance, and to analyze relationships between educational resources, integrated marketing, brand management and brand equity, with a focus on public and private HTVS in Taiwan. Furthermore, in this study, a model of the interconnections of these factors was established, and based on these correlations; a brand strategy for public and private HTVS was developed. In this study, a combination of qualitative and quantitative methods was employed for systematic evaluation of the relevant research topics. The qualitative methods included in-depth interviews, coding classification and content analysis. The quantitative methods among the topics for educational resources performance evaluation were as follows: 1.Multidimensional scaling was used to determine differences in modes, input, processes and output indicators of the educational resources, and to analyze the relationships among variables. 2. Benchmarking and competitive trend analysis was used to investigate the differences between public and private HTVS. The methodology for research topics related to brand integrated marketing was questionnaire survey, which was analyzed by STATISTCA10.0 and LISREL 8.80 statistical software. First, we defined multi-dimensional constructs and developed a conceptual model of educational brand equity. The research questions were addressed, and potential relationships were postulated. Each construct covered a set of multiple items in questionnaires, and pre-testing was used to obtain 120 valid samples. Second, we analyzed the reliability and validity of each subscale items on pre-testing in order to confirm the validity of the formal survey questionnaire. A total of 642 valid samples were obtained from the 22 selected public and private HTVS and universities with random sampling. Factor analysis was used to test the reliability and validity of the formal research data collected herein, and path analysis was used to determine the hypothesized relationship. The linear structural equation modeling approach was used to test the model validity and explain the theoretical model proposed in this study. The result of the first study topic on educational resources performance evaluation was as follows: The educational performance of public and private HTVS in Taiwan was satisfactory, but it must improve the educational quality as a whole, to enhance an institution’s brand image and facilitate integrated promotion of the overall system. According to the statistical analyses with regard to input, process and output of educational resources among the three categories of schools, we found that private HTVS pay a great deal of attention to the learning performance of students in school. The result of second study topic about brand integrated marketing was as follows: In public HTVS, the educational resource, integrated marketing and brand management had a significant positive impact on brand equity. The public HTVS’ investment in brand management was much lower than that of private HTVS, but private HTVS’ provision of integrated marketing was greater than that of public HTVS. In private HTVS, the educational resource, integrated marketing and brand management had a significant positive impact on brand equity. Private HTVS had the lowest educational resource, but provision of brand management was greater than that of public HTVS. In public and private universities, educational resources had a significant positive impact on brand equity. They have plentiful educational resources, but little effort is expended to exploit these resources, and there is general indifference with regard to their brand-integrated marketing and brand management. Finally, the third study topic about brand strategy in public and private HTVS involved in-depth interviews, and on the basis of these results, as well as the findings of previous studies, we propose eight brand strategies in public and private HTVS, as follows: 1. brand positioning strategy; 2. brand segmentation strategy; 3. brand extension expansion strategy; 4. brand consolidation strategy; 5. brand identity strategy; 6. brand image and strategy; 7. brand value strengthening strategy; 8. brand alliance strategy.
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