8-185研究生:胡英楗

指導教授:陳木金 博士
學位類別: 博士
校院名稱: 國立台北教育大學
系所名稱: 教育政策與管理研究所
學號: 9250002
學年度: 96
語文別: 中文
論文頁數:364

論文題目及摘要(中文)

幼教機構品牌管理、品牌行銷與品牌權益關係之研究

本 研究旨在瞭解幼教機構品牌管理、品牌行銷與品牌權益之內涵與現況，並探討其間之關係，依研究結果提出建議。
首先透過文獻探討建立研究架構之理論基礎；並以基隆地區合計10位專家學者、幼稚園園所長、教育行政人員與幼稚園教師之訪談，經專家效度檢驗後形成正式問卷。對基隆地區幼教機構合計發出359份問卷，以回收252份問卷進行統計分析後，依研究結果提出結論與建議。研究主要發現如下：
壹、幼教機構品牌管理、品牌行銷與品牌權益現況
一、幼教機構品牌管理的現況得分程度中上，尚有努力以提昇的空間，在品牌管理組織與流程、品牌架構、品牌識別三個向度中以品牌管理組織與流程的得分最高。
二、幼教機構品牌行銷的現況得分程度中上，尚有努力的空間，在產品、價格、通路、推廣、互動五個向度中，以互動的得分最高。
三、幼教機構品牌權益的現況得分程度中上，尚有努力以提昇的空間；在品牌知名度、品牌忠誠度、知覺品質、品牌聯想及其他品牌資產等五個向度中，以知覺品質得分最高。
貳、不同背景變項品牌管理、品牌行銷與品牌權益之差異情形
一、不同背景變項品牌管理的得分上：在園所性質、園所規模及最高學歷有顯著差異，在性別、年齡、園所歷史及現任職務無顯著差異。
二、不同背景變項品牌行銷的得分上：在年齡、園所性質、園所規模、現任職務與最高學歷有顯著差異，在性別與園所歷史無顯著差異。
三、不同背景變項教師品牌權益的得分上：在園所性質、園所規模及園所歷史有顯著差異，在性別、年齡、現任職務與最高學歷無顯著差異。
參、幼教機構品牌管理、品牌行銷與品牌權益之相關情形
一、幼教機構品牌管理與品牌行銷間，呈現顯著正相關；品牌行銷分向度中以產品相關程度最高。

二、幼教機構品牌管理與品牌權益間，呈現顯著正相關；品牌權益分向度中以品牌知名度相關程度最高。
三、幼教機構品牌行銷與品牌權益間，呈現顯著正相關；品牌權益分向度中以知覺品質相關程度最高。
肆、幼教機構品牌管理、品牌行銷與品牌權益之預測情形
一、 幼教機構品牌管理對品牌權益以組織與流程與品牌識別聯合預測力最佳，其中組織與流程最具預測力。
二、 幼教機構品牌行銷對品牌權益以產品、互動、價格與推廣之聯合預測力最佳，其中產品最具預測力。
本研究依主要發現與結論，提出下列建議，俾供教育行政機關、幼教機構領導者參考。
伍、對教育行政機關的建議
一、指導幼教機構建構品牌管理機制，強化促進幼教機構效能。
二、規劃辦理公立私立幼教機構交流，增進互動學習成長效能。
三、萃取幼教培育優質內涵，提昇教師效能增進幼教品質
四、妥善辦理園所規模之設置評估，整合園所規模發揮最佳效益
貳、對幼教機構領導者的建議
一、整合園所經營品牌管理作為，提昇經營效益。。
二、融入不同企業品牌管理機制，開放品牌行銷空間。
三、全心投入增進幼稚教育教學品質，促進品牌權益。。
四、行政領導規劃教師學習社群，激發互動學習成長。。
關鍵詞：品牌管理、品牌行銷、品牌權益

論文題目及摘要(英文)

A Study of Relationship of preschool institution's Brand Management, Brand Marketing, and Brand Equity

The main purpose of this study was to understand contents and present situations of preschool institution's brand management, brand marketing, and brand equity. Also, it was aimed to study the relationship of the previously stated three factors and make some suggestions based on the results of this study.
Firstly, through literature reviews, a framework was developed to provide a theoretical basis for this study. Also, interviews were held on 10 subjects, including experts, kindergarten principals, education administrative personnel, and kindergarten teachers, from Keelung city. By means of expert effectiveness test, a questionnaire was designed. A total of 359 questionnaires were sent to subjects who lived in Keelung city and 252 of them were returned. Based on the statistical analysis of the previously stated returned questionnaires, some conclusions and suggestions were put forward.
Some findings of this study were as follows:
1. The present situations of preschool institution's brand management, brand marketing, and brand equity
(1) Preschool institution's brand management got an above average mark; therefore, there was room for improvement. Among 3 factors which were organizational structure and processes, brand architecture, and brand identity, the organizational structure and processes got the highest mark.
(2) Elementary school brand marketing got an above average mark; therefore, there was room for improvement. Among 5 factors which were product, price, place, promotion, and interactive marketing, the interactive marketing got the highest mark.
(3) Elementary school brand equity got an above average mark; therefore, there was room for improvement. Among 5 factors which were brand awareness, brand loyalty, perceived quality, brand associations, and brand assets, the perceived quality got the highest mark.
2. Under different backgrounds, the differences among brand management, brand marketing, and brand equity
(1) Under different backgrounds, in terms of the marks which brand management got : there were significant differences among characteristics of kindergarten, size of kindergarten, and educational background; however, there was no significant difference among gender, age, history length of kindergarten, and present duty.
(2) Under different backgrounds, in terms of the marks which brand marketing got : there were significant differences among age, characteristics of kindergarten, size of kindergarten, present duty, and educational background; however, there was no significant difference between gender and history length of kindergarten.
(3) Under different backgrounds, in terms of the marks which teacher's brand equity got : there were significant differences among characteristics of kindergarten, size of kindergarten and history length of kindergarten; however, there was no significant difference among gender, age, present duty, and educational background.
3. The correlation among preschool institution's brand management, brand marketing, and brand equity
(1) There was a positive correlation between preschool institution's brand management and brand marketing; under the factor of brand marketing, the product got the highest degree of correlation.
(2) There was a positive correlation between preschool institution's brand management and brand equity; under the factor of brand equity, the brand awareness got the highest degree of correlation.
(3) There was a positive correlation between elementary school's brand marketing and brand equity; under the factor of brand equity, the perceived quality got the highest degree of correlation.
4. The prediction of preschool institution's brand management, brand marketing, and brand equity
(1) In terms of preschool institution's brand management to brand equity, 2 factors which were organizational structure and processes and brand identity had the best combined prediction; however, the organizational structure and processes had the best individual prediction.
(2) In terms of elementary school's brand marketing to brand equity, 4 factors which were product, interactive marketing, price, and promotion had the best combined prediction; however, the product had the best individual prediction.
Finally, based on the findings, some suggestions were proposed for education authorities and preschool institution's principals.

Key word: brand management, brand marketing, brand equity

關鍵字：

1.品牌管理、品牌行銷、品牌權益
2. brand management, brand marketing, brand equity