高等教育機構識別系統指標建構及其運作之研究

In the past, corporate identity system was a jargon of the business world, alien to higher education institutions. In recent years, higher education institutions have been influenced by a marketed approach. Although many academics and higher education institutions personnel are likely to view business management as compromising academic freedom, following the coming of the trend of fewer children, they agree that identity system strategies are very important for schools. If higher education institutions don’t promote themselves, several institutions can’t attract appropriate students and have closed in the past few years alone under competitive market environment. Corporate identity system plays important roles in the knowledge society, but there are few studies in higher education areas now. “Research objective”: This paper aims to provide suggestions for the operation and management of higher learning institutions in Taiwan based on a literature review of studies on the identity system and its contents in higher learning institutions. “Research methods”: Materials relevant to the operational status of indicators for the identity system in higher learning institutions in Taiwan are collected from indicator construction projects and analyzed. The information is collected by means of a questionnaire, following which descriptive statistical analysis, factor analysis, paired-samples t-test, and importance-performance analysis are conducted to analyze the responses. “Research findings”: The concept of organizational identity can also be applied to higher learning institutions. Mind identity, behavior identity, and visual identity are vital elements in the identity system of higher learning institutions. The results of paired-samples t-test reveal a huge potential for the future development of organizational identity operation in higher learning institutions. In terms of the IPA results, this paper demonstrates the need for higher learning institutions to invest more in the investigation of various issues pertaining to the identity system. By putting academic research results into practice, the paper thus provides both practical and theoretical suggestions for operation and formulation of relevant policies for higher learning institutions.