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來源資料
頁籤選單縮合
題名 | 高級職業學校品牌管理的內涵及其困境探討=The Concept of the Vocational School Brand Management and the Encountering Predicament |
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作者姓名(中文) | 黃義良; | 書刊名 | 學校行政 |
卷期 | 53 2008.01[民97.01] |
頁次 | 頁122-141 |
分類號 | 524.7 |
關鍵詞 | 品牌; 品牌管理; 高級職業學校; Brand; Brand management; Vocational high schools; |
語文 | 中文(Chinese) |
中文摘要 | 本研究依據文獻歸納與現場人員的訪談結果,分析運用品牌概念時發展的重要內涵,並探討遭遇之困境。 研究中採文獻歸納與訪談法,選取台灣地區11所不同背景條件之高級職業學校校長進行半結構性訪談,得有效樣本10位,發現受訪者認為學校運用品牌管理概念有其重要性與功能性。經由文獻歸納與現場訪談後,高級職業學校品牌管理內涵項目包含企劃、行銷與成效評估三階段,各包含有18、26與25細項。受試者認為主要困境為特色科系難以塑造、家長既定觀念難以改變以及內部人員的品牌觀念薄弱,部份配合意願低等。 |
英文摘要 | This study utilizes the practitioners interview by using the essential content of brand development concept and probe into the encountering predicament. Using literature reviews and interviews, 11 administrators were selected and interviewed, 10 effective. Study conclusion reveals that there is the importance and capability for theses vocational schools to apply brand management concept. The vocational school's brand management consists marketing and effectiveness evaluation. Each one includes 18, 26,25 detailed items. The interviewees mentioned the predicament of position, staff and concept. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。