篇名 | 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 |
---|---|
卷期 | 2 |
並列篇名 | The Content of the Ideal Brand at Infant Preschools and the Related Subjects Discussion-Infant School Sellers and Customers’ View |
作者 | 黃義良 |
頁次 | 103-117 |
關鍵字 | 品牌 、 品牌管理 、 幼兒園 、 顧客 、 brand 、 brand management 、 infant school 、 customers |
出刊日期 | 200809 |
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。研究發現受訪者認為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,經由歸納整併為品牌建立、品牌行銷與品牌成效評估三步驟。
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.