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題名：越南高等教育大學品牌與學校效能關係之研究以胡志明市內大學為例
作者：王昌傑
作者(外文)：VUONG, XUONG-KIET
校院名稱：國立暨南國際大學
系所名稱：教育政策與行政學系
指導教授：翁福元
學位類別：博士
出版日期：2017
主題關鍵詞：大學品牌；大學效能；品牌形象；管理績效；品牌價值；University brand；University effectiveness；Brand Image；Management performance；Brand values
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摘要
1996年由聯合國教育、科學與文化組織提出, 許多商業體系中的新管理程式, 都可以應用於教育領域。近年來越來越多的大學在行政的實務上, 更加重視引進及運用許多企業經營和管理理念, 其中品牌亦逐漸從企業經營管理擴大到學校領域, 運用品牌管理理念以提升大學經營品質、創造大學特色漸漸成為大學經營管理的一種新趨勢。許多研究中也指出為了推廣品牌知名度，大學也需要著重內部績效，另外運用企業管理績效來提高大學效能。
越南教育市場皆存在競爭壓力, 尤其在大學。各大學為營造優質教學品質，積極投入招生宣傳,向社會傳達優秀、富有特色的大學品牌。本研究旨在瞭解大學品牌的現況, 探討大學品牌和效能的關係。 本研究採用定量方法,自編學校品牌量表和大學效能量表的調查問卷,以胡志明市七所大學的教師與學生為研究對象,進行統計分析,本研究可得出以下結論:
一，大學品牌的現狀比較好，教師与学生對學校品牌知覺良好;
二，大學品牌與效能存在高度正相關;
三，不同背景變項的教師与学生對學校品牌與效能存在差異;
四，大学品牌對效能具有預測力。
ABSTRACT
Proposed by United Nations Educational, Scientific and Cultural Organization in 1996, new administrative procedures in many industrial systems can be used in educational field. In recent years, more and more universities in administrative practice have paid more attention to the introduction and used a lot of enterprise operations and management ideas, which "brands" also gradually from the enterprise management and operation expanded to the field of universities. Using brand management concepts to improve the quality of university operation, characteristics have gradually become a new trend of university operation and management. Many studies have pointed out that in order to promote brand awareness, universities need to focus on internal performance, and use enterprise management performance to improve effectiveness.
The educational market in Vietnam is competitive, especially university enrollment. Universities implement a variety of strategies to get the best education quality, which invest heavily in advertising enrollment propaganda and conveying excellent and characteristic brand to the social public. The purpose of this study is to understand the current situation of university brand in Vietnam and to explore the relationship between the university brand and its effectiveness. This study using quantitative approach, the researcher designed "university brand scale" and "university effectiveness scale" in questionnaires survey, which take lecturers and students from Ho Chi Minh City universities as the research subjects, and to analyze the data. The following conclusion can be drawn from this study:
1.The current status of university brand is relatively good, and lectures and students have a good perception of university brand
2.University brand and university effectiveness are correlated.
3.Differences in the background of the subjects do lead to differences in the perception of university brand and effectiveness.
4.University brands have predictive power for effectiveness.
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