個案幼兒園品牌權益之探討

To Explore the Brand Equity with a Preschool Case Study

本研究旨在分析幼兒園的品牌權益情形以及相關議題。研究中採個案研究法，以新北市一所幼兒園為對象，針對相關利益人進行訪談與問卷調查，以蒐集資料並分析。研究發現，個案園的利益關係人大致上認知品牌有其重要性，惟不同對象的認知情形有差異；並認為該園的師資、教學與環境設備等為成功的品牌因素，個案幼兒園的品牌權益屬於良好的程度，但不同構面間有高低落差。幼兒園進行品牌管理時，面臨的困境包含：同業的惡性競爭、內部人員缺乏品牌觀念以及經費成本的限制等。

The purpose of this study is to analyze the brand equity and related issues of a preschool. A preschool in New Taipei City was served as the case study subject. Interview and questionnaire survey were conducted among related stakeholders to collect and analyze data. It was found that stakeholders at the preschool generally perceived the importance of brand cognition. However， there existed difference between each stakeholder. The quality of teachers， teaching and facilities were considered to be the factor of a successful brand. The preschool survey had the good brand equity， but there existed difference between each dimension. When brand management was used in the preschool， it encountered the predicament of destructive competition from the same trade， lack of the brand concept among internal personnel， and budget limit.