體驗區
|
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
|
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
|
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。
|
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.
|
頁次 |
103-117
|
關鍵詞 |
品牌
、品牌管理
、幼兒園
、顧客
、brand
、brand management
、infant school
、customers
|
卷期 |
2
|
日期 |
200809
|
刊名 |
幼兒教保研究期刊
|
出版單位 |
國立嘉義大學幼兒教育系
|
|