大学品牌形成的影响因素及塑造方法研究

发布时间：2018-02-21 01:16

本文关键词： 大学品牌大学品牌塑造影响因素驱动机理塑造方法　出处：《中南大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着我国社会主义市场经济体制的逐步完善,大学逐渐从社会经济的边缘走向社会经济的中心,大学与社会的联系越来越紧密,它已无法置身事外,为满足闲逸的好奇而不受干扰地把玩知识和学问。大学发展面临诸如学生生源、师资力量、经费来源、办学形式、社会服务等方面的竞争和挑战,为了能在日趋激烈的竞争中赢得有利于自身发展的经营管理资源,大学需要树立品牌,大学品牌塑造成为当代大学经营管理研究中的前沿课题。在简要回顾和评述大学品牌研究现状的基础上,构建大学品牌形成的影响因素模型和研究假设,运用实证研究的方法探讨大学品牌形成的影响因素。实证结果显示,大学品牌的形成受两方面因素的影响,一方面,大学品牌受校长品牌、师资品牌、学生品牌、学科品牌等一系列内部品牌影响,是这些内部品牌支撑的结果;另一方面,大学品牌的形成受利益相关者认知的影响,也就是大学品牌存在于大学利益相关者的内心和想法当中,利益相关者对大学的满意度和美誉度,是获得他们积极参与和支持的重要基础。假设得到验证。内部品牌对大学品牌形成的驱动作用主要表现在两个方面:一是这些内部品牌具有极强的带动效应,能大幅提升大学品牌的知名度。二是利益相关者在对大学内部品牌的各种体验中获得对大学的某种联想;利益相关者认知对大学品牌形成的驱动作用来源于大学内部利益相关者(如在校学生、教职员工等)的满意度和大学外部利益相关者(如用人单位、家长、社会公众、政府部门、校友等)的积极感知。正是基于大学品牌形成的这些驱动机理,通过大学品牌进行科学定位、大学内部品牌定位与培育、利益相关者体验与满意度工程、大学品牌整合营销与传播、大学品牌塑造的组织与管理等成为大学品牌塑造的主要途径和方法。
[Abstract]:With the gradual improvement of the socialist market economy system in our country, universities are gradually moving from the edge of social economy to the center of social economy. The relationship between universities and society is getting closer and closer. In order to satisfy the leisure curiosity without interfering with knowledge and knowledge. University development faces competition and challenges in such aspects as student resources, faculty, funding sources, forms of running schools, social services, etc. In order to win the resources of management and management beneficial to their own development in the increasingly fierce competition, universities need to set up brands, and the brand shaping of universities has become a frontier subject in the research of modern university management. On the basis of a brief review and review of the current situation of university brand research, this paper constructs a model of influencing factors and research hypotheses on the formation of university brand, and probes into the influencing factors of university brand formation by using the method of empirical research. The formation of university brand is influenced by two factors. On the one hand, the university brand is influenced by a series of internal brands, such as principal brand, teacher brand, student brand, subject brand, etc., on the other hand, it is the result of the support of these internal brands. The formation of the university brand is influenced by the cognition of the stakeholders, that is, the university brand exists in the heart and thought of the university stakeholders, and the degree of satisfaction and reputation of the stakeholders to the university. Is an important basis for their active participation and support. The driving effect of internal brands on the formation of university brands is mainly manifested in two aspects: first, these internal brands have a very strong driving effect. It can greatly enhance the reputation of the university brand. Second, stakeholders get some association with the university in the various experiences of the university internal brand; The driving effect of stakeholder cognition on the formation of university brand comes from the satisfaction of internal stakeholders (such as students, faculty, etc.) and the external stakeholders (such as employers, parents, the public). Positive perception from government departments, alumni, etc. It is based on these driving mechanisms of university brand formation, through university brand scientific positioning, university internal brand positioning and cultivation, stakeholder experience and satisfaction engineering, university brand integration marketing and communication, The organization and management of university brand-building have become the main ways and methods of university brand-building.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G640

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