中小学品牌建设系统分析

发布时间：2018-03-10 15:23

本文选题：品牌　切入点：学校品牌　出处：《首都师范大学》2009年硕士论文　论文类型：学位论文

【摘要】： 中小学学校品牌相关研究作为近些年来教育管理的一个新热点,逐渐受到教育管理学者和教育管理实践工作者的关注。实施品牌战略是中小学学校适应教育国际化潮流、应对经济全球化挑战的必然选择,是新课程改革不断深化背景之下,学校求得发展的根本举措,在整合优质教育资源和促进基础教育在多样化中寻求均衡化发展方面意义重大。所以为顺应国际新环境和新时代文化发展的趋势的要求,在变革时代的大背景下,本文从学校发展自身对品牌的诉求着手,结合学校组织特性进行学校品牌建设研究。本文按照中小学校品牌内涵与功能、建设的要素和系统框架分析、以及基本方案的顺序展开论述。首先,笔者对中小学品牌内涵进行了解析。在进行品牌哲学思考基础上,笔者提出学校品牌是一种人的关系,学校文化则是关系建立的基础。而学校品牌的内涵核心是学校的文化品位,培植独特的学校文化的过程也就是创建学校品牌的过程。其次,笔者搭建了中小学学校品牌建设的系统框架并进行了要素分析。笔者认为,学校品牌建设的要素有:文化、战略和管理。没有管理支持,战略就无以实现;而没有战略部署,管理就没有方向和层次;而只有扎根于文化,战略才能浸润人心。在学校品牌培植的过程中,只有形成从内向外辐射的文化场,才能对内达到共同愿景,对外扩大品牌张力,获得美誉度和社会认可。据此,本文构建了学校品牌建设系统框架图。在此基础之上,本文还提出了学校品牌建设的基本方案,即找准品牌定位、制定品牌战略、加强品牌推广、完善品牌维护。最后,笔者以山西省XX实验小学为个案,对其品牌战略进行了分析,并就其品牌进行了调查,对品牌管理进行了检视,从“实然”的角度分析了近年来在品牌战略管理中取得实效的成功经验和管理方法,期望为中小学学校品牌建设的研究提供具有一定理论价值的分析工具,并对学校管理提供具有实践意义的可行路径。
[Abstract]:As a new hot spot in educational management in recent years, brand related research in primary and secondary schools has gradually attracted the attention of educational management scholars and educational management practitioners. The implementation of brand strategy is the adaptation of primary and secondary schools to the trend of education internationalization. The inevitable choice to meet the challenge of economic globalization is a fundamental measure for the development of schools under the background of the deepening of the new curriculum reform. It is of great significance in integrating high-quality educational resources and in promoting basic education to seek balanced development in diversity... in the context of the era of change and in keeping with the requirements of the new international environment and the trend of cultural development in the new era, This paper starts with the appeal of the school development to the brand, and carries on the research of the school brand construction combining the school organization characteristic. This paper discusses the connotation and function of brand in primary and middle schools, the elements and system framework of construction, and the sequence of basic scheme. Firstly, the author analyzes the connotation of brand in primary and middle schools. The author puts forward that school brand is a kind of relationship between people, and school culture is the foundation of the relationship. The core of school brand is the cultural grade of school, and the process of cultivating unique school culture is the process of building school brand. The author sets up the systematic framework of the brand construction of primary and middle schools and analyzes the elements. The author thinks that the elements of the school brand construction are: culture, strategy and management, without the support of management, the strategy can not be realized, and there is no strategic deployment. Management has no direction and level, but only if it is rooted in culture, strategy can infiltrate people's hearts. In the process of cultivating school brand, only by forming a cultural field that radiates from inside and outside, can we achieve a common vision and expand brand tension. On the basis of this, this paper constructs the school brand construction system frame diagram. On this basis, this paper also puts forward the basic plan of the school brand construction, that is, to find the correct brand positioning, to formulate the brand strategy. Finally, taking XX Experimental Primary School in Shanxi Province as an example, the author analyzes its brand strategy, investigates its brand and examines its brand management. This paper analyzes the successful experience and management methods of brand strategy management in recent years from the angle of "reality", and expects to provide a theoretical value analysis tool for the study of brand construction in primary and secondary schools. And to the school management provides the practical significance feasible path.
【学位授予单位】：首都师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G630

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