比較不同人員對教育行政類系所品牌之評估觀點和影響關係模式

A Comparision of Different Educators' Assessment Views on Educational Administration Department Brand and Its Influential Relationship Models

成立教育行政類系所為近年來的發展趨勢，已逐漸產生品牌差異化的現象，而瞭解不同人員評估教育行政類系所品牌的看法及其影響因素，將有利於系所經營。因此，本研究綜合品牌評估、大學系所經營法理和理念、大學排名和評鑑指標、大學品牌管理研究等理論和研究成果，發展出包含學校、系所、教師和學生四個評估層面，以及四個影響因素的教育行政類系所品牌評估影響因素假設模式。抽樣調查大學教師和中小學人員，發現兩者對評估層面，以及項目的重要性知覺僅有少許差異，而兩類人員所持的評估觀點及其影響關係模式亦略異，故系所主管宜針對不同對象需求採取適宜的品牌打造策略。

To set up educational administration department has grown rapidly these years in Taiwan. The phenomenon of brand difference among the educational administration faculties was also emerged. To understand the different school educators’ views on assessing educational administration department brand and their influential factors is useful for governing the faculties. Therefore， this study proposed one hypothesis causal model which based on the theories and researches included brand assessment， legislation and operational ideas for university or department， university ranking， university evaluation indicators， and quality management and brand management of university， to explain what factors influence educational administration department brand assessment. The hypothesis causal model includes four aspects which are university， department， faculty and student， and other four influential factors. School educators in universities and 1-12 schools were sampled to understand their perceptions of brand assessment about educational administration faculties. The result indicated that their perceptions were a little different in aspects and items. The assessing views and its casual models for assessing educational administration department brand between two kinds of school educators were also partially different. So the chairman ought to consider different clients’ needs and do right things for branding.