| Summary: | 碩士 === 國立政治大學 === 學校行政碩士在職專班 === 107 === This study aims to investigate the current development of school innovative management, marketing strategy and curriculum brand image of the junior high school in Taipei city. Also, this study tries to analyze how the variables of teachers’ different backgrounds differ in the perception of school innovative management, marketing strategy and curriculum brand image, as well as to explore the relationships among the three variables. Finally, through school innovative management and marketing strategy predict the curriculum brand image.
This study adopts questionnaire survey method. 600 questionnaires were distributed, and 488 valid questionnaires were recovered. The recovery rate was 81.33%. The responses were the analyzed using descriptive statistics, independent t-Test, one-way ANOVA, correlation and regression analysis. The study found that:
1.The school innovative management, marketing strategy, and curriculum brand image of junior high school in Taipei City all have a medium to high degree.
2.Different current positions and school size have significant differences in school innovation management.
3.Different ages, current positions, school size, and school history have significant differences in marketing strategy.
4.Different ages, current positions, and school size have significant differences in curriculum brand image.
5.The school innovative management, marketing strategy, and curriculum brand image are positively correlated with each other.
6.The school innovative management and marketing strategy have a medium to high degree of predictability for curriculum brand image.
7.The marketing strategy has a partial intermediary effect between the school innovative management and curriculum brand image.
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