大学品牌形象塑造研究

发布时间：2018-04-02 14:24

本文选题：大学品牌　切入点：大学品牌形象　出处：《汕头大学》2008年硕士论文

【摘要】： 在市场经济体制下，随着大学作用的加大、政府对高等教育管理方式的转变以及学生和家长的教育选择权利的扩大，大学在高等教育市场上的竞争也越来越激烈，品牌经营成为了各高校未来发展的战略选择，同时也是各高校之间相互争取资源、提升自身竞争力的有效工具。其中品牌经营的制高点就是各高校品牌之间形象的竞争。因此，，在高等教育市场上塑造良好的大学品牌形象对大学的发展具有十分重要的意义。本研究结合高等教育学、教育经济学和市场营销学等学科知识研究了大学品牌形象的塑造这一新课题。本研究首先从理论上系统探讨了大学品牌和品牌、大学品牌形象和企业品牌形象的内涵，并分析了大学需要塑造品牌形象的迫切性。然后借鉴贝尔的品牌形象模型并结合大学自身的特点分析了大学品牌形象的构成。大学品牌形象包括大学形象、高等教育产品形象及其高等教育产品的使用者的形象。再结合高等教育实际，运用市场的手段重点提出了大学品牌形象塑造的路径。大学品牌形象的塑造是一项系统而又复杂的工程，一个完整的大学品牌形象塑造需要经历大学的品牌定位、大学品牌标识形象设计、大学品牌形象的营销传播、大学品牌形象塑造效果评价和大学品牌形象维护等一系列有效的措施得以实现。最后运用大学品牌形象塑造的理论对广东一个成功的民办高校品牌形象塑造个案进行了剖析。本研究从大学的外部高等教育市场来研究大学品牌形象的塑造，突破了以往在大学自身范围内研究大学品牌的局限，希望本研究能对处于激烈竞争市场环境中的高校塑造品牌形象、提升品牌竞争力、维持品牌优势具有一定的指导作用。
[Abstract]:Brand management has become a strategic choice for the future development of colleges and universities, and it is also an effective tool for colleges and universities to strive for resources and enhance their own competitiveness.The commanding point of brand management is the competition of image among the brands of colleges and universities.Therefore, it is of great significance to create a good brand image of university in the market of higher education.Combined with the knowledge of higher education, educational economics and marketing, this paper studies the new subject of university brand image.At first, this study systematically discusses the connotation of university brand and brand, university brand image and enterprise brand image in theory, and analyzes the urgency of university needs to create brand image.Then, using Bell's brand image model and combining the characteristics of the university itself to analyze the composition of the university brand image.University brand image includes university image, higher education product image and the user image of higher education product.Combined with the reality of higher education, the paper puts forward the way of shaping university brand image by means of market.The molding of university brand image is a systematic and complex project. A complete university brand image molding needs to go through the university brand positioning, the university brand logo image design, the university brand image marketing dissemination, the university brand image mold needs to experience the university brand localization, the university brand logo image design, the university brand image marketing dissemination.A series of effective measures, such as the evaluation of university brand image and the maintenance of university brand image, have been realized.In the end, the author analyzes a successful brand image of a private university in Guangdong by using the theory of university brand image molding.This study studies the image of university brand from the university's external higher education market, breaking through the limitations of the previous research on university brand within the scope of the university itself.It is hoped that this study will have a certain guiding role for colleges and universities in the fierce competitive market environment to shape the brand image, promote brand competitiveness, and maintain brand advantages.
【学位授予单位】：汕头大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G640

【引证文献】