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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