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THe brand management of Quality Schools in Taipei
quality factors of Quality School
brand management of Quality School
為達上述研究目的，本研究採問卷調查法，在參酌相關文獻後，編製成「臺北市優質學校品牌管理調查問卷」作為研究工具。以2006-2009年臺北市優質學校獲獎之臺北市國民中小學為研究母群，先採取立意抽樣，共計47所學校接受調查。再依據學校規模採分層隨機方式抽樣填答人數，共發出547份問卷，回收問卷355份，回收率達64.9%；剔除填答不完全之無校問卷10份，總計有效問卷為345份，有效問卷回收率為63.1%。本研究以SPSS for Windows 12.0版統計套裝軟體進行描述性統計、獨立樣本t檢定、單因子變異數分析以及皮爾森積差相關等統計方法。
The main purposes of this research were to investigate the present situation of quality factors and brand management of Quality Schools in Taipei City, to analyze the differences between quality factors and brand management in personal variables and school environmental variables, to explore the relationship between the two factors, and to provide suggestions for improving the brand management of Quality Schools in Taipei City. The method adopted for the research was questionnaire study. Based on the results of the literature review, “The questionnaire for brand management of Quality Schools in Taipei City” was developed as the study tool. The questionnaire was delivered to 47 Quality Schools in Taipei City from 2006 to 2009. Then 547 subjects were randomly sampled from the Quality Schools. 355 out of the 547 questionnaires sent out were effective. The statistics software tool used for the questionnaire analysis was the SPSS for Windows version 12.0, and the statistics techniques were descriptive statistics, independent sample t-test, one-way ANOVA and Pearson product-moment correlation. The conclusions derived from the finding of the study were as follows: 1.The scores of the quality factors of the Quality Schools were high. Among all dimensions of quality factors, the dimensions of adopting the practical actions, understanding and identifying, and planning the suitable strategy were scored higher. 2.Generally speaking, the present situation of quality factors in Quality Schools showed high-leveled quality. 3.There was no difference among school staffs’ quality factors in terms of the variable school level and school scale. 4.There were significant differences in the awareness of quality factor of Quality Schools’ staffs in terms of the variable gender, age, seniority, current position, and education level. 5.There were significant differences in the present situation of quality factor of Quality Schools in terms of the variable school level and school history. 6.The scores of the brand management of the Quality Schools were scored high. Among all the dimensions, the dimension of effects- evaluation was scored higher. 7.Generally speaking, the present situation of brand management in Quality School showed high-leveled quality. However, it still existed a drop between the dimension of implement and management, and the dimension of planning and effects- evaluation. 8.There was no difference in the awareness of brand management of Quality Schools’ staffs in terms of the variable gender, educational level, school history and school scale. 9.There were significant differences toward the awareness of brand management of Quality School between staffs’ age, seniority, and current position. 10.There were significant differences toward the awareness of brand management of Quality School between staffs’ school level and school quality. 11.Among different dimensions or the whole, there was a high positive correlation between quality factors and brand management. In the end, based on the findings and conclusions of the study, some suggestions were given to our educational administration authorities, schools, staffs and the future studies for reference.
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