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來源資料
頁籤選單縮合
題名 | 幼兒園品牌相關議題及其運用困境探討=The Discussion of the Brand Related Issues and the Encountering Predicament of Infant Schools |
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作者 | 黃義良; | 書刊名 | 學校行政 |
卷期 | 57 2008.09[民97.09] |
頁次 | 頁50-68 |
分類號 | 523.27 |
關鍵詞 | 品牌; 品牌管理; 幼兒園; Brand; Brand management; Infant schools; |
語文 | 中文(Chinese) |
中文摘要 | 本研究依據教育現場人員的訪跡內容,分析受訪者對幼兒園品牌的見解以及幼兒園成功品牌的重要內涵,並探討遭遇之困境。 研究中選取南部地區6所不同背景條件之幼兒園經營者與園所長進行半結構性訪談,發現受訪者為園所運用品牌概念有其重要性與功能,成功的幼兒園品牌內涵經由逐字稿內容梳理得十層面,經由邀納整併為品牌建立、品牌行銷與品牌成效評估三步驟;受試者認為主要困境為同業惡性攻擊、品牌難以短期見效、人員欠缺品牌觀念以及經費的拮据等。 |
英文摘要 | This study utilizes the practitioners’ interview to analyze interviewees’ view towards infant school brand management and the successful infant school brand content and to probe into the encountering predicament 6 managers in the south Taiwan with different background are selected to join the interview by using semi-structure interview. The interviewees understand the importance and function of the infant school brand management. 10 levels of successful infant school were extracted from the papers and three conclusions are made: brand build-up, brand marketing, and brand effectiveness evaluation. The main predicaments are concluded as follows: business vicious competition, no visible short term effectiveness, staff having no idea about the brand management and shortage of funding. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。