| Summary: | 碩士 === 中華大學 === 科技管理學系碩士在職專班 === 100 === ABSTRACT
The purpose of this study is to investigate the execution of the authentication of famous brand school and to analyze the content and management strategies of famous brand school. A questionnaire survey was used for the collection of empirical data. The questionnaire was divided into five parts: the motivation of participating in authentication, the reasons of choosing authentication items, the strategies of executing authentication, the encountering difficulties and the benefits of implementing authentication. The participants are educators in 63 elementary schools which participate the authentication plan in Changhua in 99 academic year. Three hundred teachers were chosen as the sample by a stratified random sampling process. 286 questionnaires were returned and 280 were valid, accounting to 93.3%.The SPSS was applied for data analysis, including descriptive statistics, t-test, one-way ANOVA, and stepwise multiple regression. The conclusion of this research was as follows:
1. School educators had positive perspectives on the plan of the authentication of famous brand school in Changhua County,among which, “the establishment of school brand”was highly praised.
2. School educators thought that the reasons of implementing the authentication of famous brand school should be considered well-rounded, among which, “the match of existent school goals”was mostly supported.
3. In terms of the strategy of developing school features, teachers held the view that there should be multiple ways to achieve the goal of the development of school features. Among those strategies, making use of advantages which the school already has was widely confirmed.
4. Teachers expressed that while developing school features, they encountered the major difficulties with aspects of teachers and school administration.
5. Teachers commonly identified the effects of developing school features, and among which, setting the positive image of the school and promoting the identification from the neighborhood and parents were the most profound.
6.Relating to various facets in whether school characteristics and authentication or not, the divergences were not obvious though there were minor ones.
7. “Development strategies”and “encountering difficulties”can predict whether schools can pass the authentication or not. Based on the above conclusions, the study offers some concrete suggestions for educational administrators, school principals and future researchers.
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