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來源資料
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題名 | 幼兒園理想品牌的內涵及其相關議題探討--包含園方與顧客的觀點=The Content of the Ideal Brand at Infant Preschools and the Related Subjects Discussion--Infant School Sellers and Customers' View |
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作者 | 黃義良; | 書刊名 | 幼兒教保研究期刊 |
卷期 | 2 2008.10[民97.10] |
頁次 | 頁103-117 |
分類號 | 523.27 |
關鍵詞 | 品牌; 品牌管理; 幼兒園; 顧客; Brand; Brand management; Infant school; Customers; |
語文 | 中文(Chinese) |
中文摘要 | 本研究依據教育現場人員的訪談內容,分析受訪者對幼兒園品牌的見解以及理想品牌管理的主要內涵。 研究中以自編的訪談大綱針對南部地區私立幼兒園的14位受訪者進行半結構性訪談,包含6所不同背景條件之幼兒園經營者與園所長及8位家長代表。研究發現受訪者認爲園所運用品牌概念有其重要性與功能性,理想的幼兒園品牌內涵經由逐字稿內容梳理得十個項目,經由歸納整併爲品牌建立、品牌行銷與品牌成效評估三步驟。 |
英文摘要 | This study utilizes the practitioners' interview to analyze infant school owners and parents' opinion about brands and the main content of ideal brand management. By using the own-compiled interview outline to execute the semi-structure interview; 14 interviewers were selected, including 6 infant school owners and principles who come from different background and 8 parent representatives. Study conclusion reveals that there is the importance and function for theses infant schools to apply brand management concept. 10 items were sorted-out from the ideal infant schools brand content; 3 steps were concluded: project, brand marketing, and effect evaluation. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。