以品牌忠誠度探討偏遠學校校長經營學校與社區關係的個案研究

An Empirical Study of Managing the Relationship between School and Community through Brand Loyalty

台灣近年少子化加上教育市場化的整體氛圍，校長在公共關係的經營上佔著重要的角色，本研究透過深入訪談個案相關人士，試圖從品牌忠誠度三角模式視角探究一位偏遠學校校長如何運用個人品牌創造出一群忠誠度的顧客（社區的支持）。研究發現校長經營個人品牌中，其展現強烈助人的服務特質創造並增加了品牌的價值，再加上與社區重要人士的良好關係經營，進而產生了一群忠誠顧客，其無私的資源共享互惠行為，連帶影響周邊他校教育品質提升，獲得社區認同與資源再投入，形成正向循環。

Taiwan's education system has undergone tremendous changes due to declining birth rates in recent years coupled with the overall atmosphere of education marketization. The schools' principals have played a vital role in this new environment. Therefore, this research focuses on an in-depth interview with a remote elementary school principal who tries to explore the perspectives of the brand loyalty triangle to understand how to use a personal brand to gain community support, where he then creates a group of ＂loyal customers.＂ From the analysis of this case study, we learned that showing strong benevolence and maintaining good relationships with key members in the local community can effectively create ＂loyal customers.＂ These customers will then provide resources to improve the quality of education even in nearby schools. The improvement will help the principal gain more community recognition, and the cycle continues.