高校品牌创设的策略研究

发布时间：2018-04-01 15:13

本文选题：高校品牌　切入点：创设　出处：《南京航空航天大学》2008年硕士论文

【摘要】： 市场经济条件下,市场规则越来越多地渗透到高等教育领域。尤其是在中国加入WTO后,由于学校办学主体的多元化,我国高校也走入了竞争激烈的市场经济时代。高校要及时适应环境变化,主动进行变革,以接受未来可持续发展的挑战。因此,高校在注重自身建设的同时,一定要把高校品牌的创设提升到战略高度上来。高校需意识到品牌对于学校的长远可持续发展有着至关重要的作用,高的品牌知名度和美誉度能给学校带来好的效益。本研究综合运用教育学、管理学和品牌学等相关理论,采用文献分析、比较研究等方法,从分析高校品牌的概念入手,探讨了品牌创设的原则及其现状,剖析了创设的流程,并就如何进行高校品牌创设提出了相应的策略。本论文主要分为五个部分:第一部分是绪论,主要论述了选题背景、意义和相关的文献综述;第二部分是高校品牌的内涵分析,在阐述品牌概念的基础上对高校品牌的概念进行界定,并对与高校品牌相关的一系列其他概念进行辨析;第三部分则分析了品牌创设的原则及当前品牌创设存在的问题;第四部分则论述了品牌创设的流程,也即品牌创设过程中依次安排的工作步骤;最后一部分则是高校品牌创设的策略,这也是本篇论文的重点部分。结合品牌创设过程中存在的问题及流程分析,提出了树立品牌观念意识、挖掘学校特色进行准确定位、提高顾客感知的教育质量、运用CIS策略进行形象塑造和用创新来提高品牌创设的活力这五个策略。本研究有助于丰富高校品牌创设的研究成果,对高校的品牌创设也具有较高的实践指导价值。
[Abstract]:Under the condition of market economy, market rules permeate the field of higher education more and more, especially after China's entry into WTO, because of the diversification of the main body of running a school. Colleges and universities in our country have also entered an era of competitive market economy. Colleges and universities should adapt to the changes in the environment and take the initiative to change in order to accept the challenge of sustainable development in the future. Therefore, colleges and universities pay attention to their own construction at the same time. It is necessary to promote the establishment of university brand to the strategic height. Colleges and universities should realize that the brand plays an important role in the long-term sustainable development of the school, and high brand awareness and reputation can bring good benefits to the school. Based on the theories of pedagogy, management and brand science, this study uses the methods of literature analysis and comparative study, starting with the analysis of the concept of university brand, discusses the principles of brand creation and its present situation, and analyzes the process of creating brand. And put forward the corresponding strategy on how to create university brand. This paper is divided into five parts: the first part is the introduction, mainly discusses the background, significance and related literature review; the second part is the connotation analysis of university brand. On the basis of explaining the concept of brand, this paper defines the concept of university brand, and discriminates a series of other concepts related to university brand, the third part analyzes the principles of brand creation and the problems existing in brand creation at present. The fourth part discusses the process of brand creation, that is, the work steps arranged in the process of brand creation, and the last part is the strategy of brand creation in colleges and universities. This is also the key part of this paper. According to the problems existing in the process of brand creation and the analysis of the process, this paper puts forward the idea of establishing brand awareness, mining the school characteristics for accurate positioning, and improving the quality of education of customer perception. The use of CIS strategy for image building and innovation to improve the vitality of brand creation these five strategies. This study is helpful to enrich the research results of brand creation in colleges and universities, and has higher practical guiding value to brand creation in colleges and universities.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G640

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