高級職業學校品牌管理指標之建構

To Construct Indicators of Brand Management for Vocational High Schools

高度競爭的教育市場中，品牌管理已經成為學校重要的經營策略。本研究旨在編 製高級職業學校的品牌管理指標。以品牌管理模式為基礎，結合學校品牌管理模式的 文獻，形成現況分析、品牌企劃、品牌行銷與品牌權益四構面（簡稱APME模式） 的指標架構。研究者以半結構訪談利益關係人與專家内容效度方式協助建構指標内 容，並分層隨機抽取156所學校的教育人員、學生和家長進行實證調查，得有效問卷 644份。最終建構的指標共計四構面，13分層面及58題項，前後的構面間具有顯著 的影響力，整體而言，指標具有良好的信度與效度，指標的結構模式具有良好的適配 度。

In the highly competitive education market， brand management has become the important operating strategy of schools. The purpose of this study is to compile indicators of brand management for vocational high schools. Based on the model of brand management and combined with literatures of school brand management model， indicators with a four-dimension (APME mode for short) framework was formed， including current status， brand projecting， brand marketing and brand equity. Semi-structured interviews were used to interview stakeholders and expert content validity to help construct indicators. Nine hundred and ninety-two educators， students and parents from 156 schools were selected with stratified random sampling to conduct empirical survey， and 664 effective questionnaires were retrieved. The indicators constructed finally contain 4 dimensions， 13 phases and 58 items. There exists a significant influence between each dimension. In general， the indicators have good reliability and validity， their structural pattern has a good goodness of fits.