基于品牌管理的大学精神建设研究

发布时间：2018-03-19 21:20

本文选题：大学精神　切入点：建设　出处：《西南交通大学》2010年硕士论文　论文类型：学位论文

【摘要】： 我国高等教育正向国际化迈进,建设一流大学是高等教育发展的重要任务。大学精神是大学在长期办学实践中形成与发展起来的,有相对稳定内涵的概念。纵观国外一流大学,大学精神是其不断发展的内在动力。大学精神建设在我国高校建设的地位越来越重要。论文首先通过文献回顾和理论综述,界定了大学精神内涵、大学精神建设内容与品牌管理的概念,探讨了品牌管理对大学精神建设的意义。本文研究的大学精神是狭义的大学精神,是指具体某所大学在其历史发展过程中所形成的个性化信念。大学精神建设是使大学精神在以教师与学生为主体的大学人中得到认同并通过校训与校风予以表现的一系列管理活动。品牌管理有利于明晰大学精神内容、协调大学建设中物质建设与精神建设的关系、调动大学精神建设主体的积极性。当前大学精神建设形成了以大学精神的理念明晰为核心,与大学制度文化、行为文化、物质文化建设三者相协调的建设模式。在品牌管理视角下,大学精神建设已完成了理念层面的建设,但仍需在制度文化、行为文化、物质文化建设中进一步进行明确的定位与有效的识别。因此进一步推进大学精神建设应运用定位理论强化大学精神在大学规划中的定位；应运用组织识别理论来保证大学精神充分体现在大学制度运行、师生行为、校园环境营造当中；应运用品牌关系理论协调大学精神文化与大学制度文化、大学行为文化、大学物质文化间的关系。最后本文在定位理论、识别理论与关系理论的指导下结合品牌管理模式提出了推进大学精神建设的对策与建议。
[Abstract]:China's higher education is moving towards internationalization, the construction of first-class universities is an important task of the development of higher education, the university spirit is formed and developed in the long-term practice of running a university, and has the concept of relatively stable connotation. The spirit of university is the internal motive force of its continuous development, and the construction of university spirit is becoming more and more important in the construction of colleges and universities in our country. Firstly, through literature review and theoretical review, this paper defines the connotation of university spirit, the content of university spirit construction and the concept of brand management. This paper discusses the significance of brand management to the construction of university spirit. The university spirit construction is to make the university spirit be recognized among the university people with teachers and students as the main body and express it through the school motto and school spirit. Brand management helps to clarify the spirit of the university, To coordinate the relationship between the material construction and the spiritual construction in the university construction and to arouse the enthusiasm of the main body of the university spiritual construction. At present, the university spirit construction has formed the construction mode which is based on the clear idea of the university spirit and coordinated with the university system culture, the behavior culture and the material culture construction. The university spirit construction has already completed the idea level construction, but still needs in the system culture, the behavior culture, Therefore, in order to further promote the construction of university spirit, we should use positioning theory to strengthen the orientation of university spirit in university planning. The theory of organizational identification should be used to ensure that the spirit of university is fully reflected in the operation of university system, the behavior of teachers and students, and the construction of campus environment, and the theory of brand relationship should be used to coordinate university spiritual culture with university system culture and university behavior culture. Finally, under the guidance of orientation theory, identification theory and relationship theory, combined with the brand management model, this paper puts forward some countermeasures and suggestions to promote the construction of university spirit.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G640

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