臺灣地區大學校院教育相關學系品牌集群及影響因素之研究：以大一新生入學考試成績為依據

The Brand Clustering of Educational Departments in Taiwan and Its Influential Factors: Based upon the Entrance Exam Cores of Freshmen

大一新生入學考試成績能部份反映大學學系的品牌地位，並可用於探討學系品牌差異和品牌集群現象。本研究以大一新生入學考試成績及其排名為實證分析的基礎，檢視大學入學制度、教育相關學系發展、大學入學選擇、消費者行為學、大學品牌等現況和相關理論，整理出由影響因素、選擇行為及表現結果構成的大學入學選擇關係模式，據以形成分析架構。使用資料採礦技術，分析2004～2006學年度64個教育相關學系新生入學考試最低錄取分數及其排名。結果發現全部學系入學考試成績的整體變化趨勢不大，可見形成有明顯差異的學系集群，各集群的品牌強弱分明，大學校別、大學類別和大學所在地區與學系品牌集群為中、高度相關，大學類別和大學所在地區產生穩定的影響效果，採計考科數的影響效果不穩定，而校務評鑑表現和獲得教育部獎勵補助的影響力漸增，存在學系品牌差異、品牌集群及品牌集群流動現象。

The entrance exam scores of freshmen can partly show educational departments’ brand position， and it can also used to study the phenomenon of brand difference and brand clustering in educational departments. So this study took the freshmen entrance exam scores of educational departments and its’ ranks as the base for empirical analysis. Some literature about college entrance system， the developmental status quo of educational departments， consumer behavior and university brand were all discussed， and one theoretic framework of college choice which consisted of influential factors， choice behavior and final results was used to form an analytic framework for empirical analysis. Data mining technique was used to analysis the minimum freshmen entrance exam scores of educational departments and its’ ranks during 2004 to 2006 school years. It indicated that total developmental trend during three years in whole freshmen entrance exam scores of educational departments were almost same. Some significant different clusters with extreme strong and weak brands were existed between educational departments. Both the type and location of university had stable effects on department brand clustering， but the effect of selected exam subjects was unstable. The performance in university evaluation and financial aid from M.O.E. had increasingly made some impacts. So the brand difference， brand clustering， and brand clusters movement in educational departments had really happened.