哈尔滨市第27中学品牌建设策略研究

发布时间：2018-04-15 00:42

本文选题：学校品牌 + 品牌建设　；参考：《哈尔滨工业大学》2012年硕士论文

【摘要】：21世纪是人才竞争的时代，得人才者得天下。《国家中长期教育改革和发展规划纲要（2010－2020年）》确定了我国的教育工作方针为“优先发展，育人为本，改革创新，促进公平，提高质量”。目前学校同质化竞争日趋严重，学校品牌化已经成为时代的要求。哈尔滨第27中学校建于1956年，是一所有着辉煌历史的学校，由于多种原因造成体制僵化，教育教学质量大幅下滑，导致招生数量每况愈下，生存还是死亡，不得不做出艰难的抉择。加快品牌建设，重振学校雄风成为学校的的不二选择。本文通过在哈尔滨第27中学校现状深入研究的基础上，理论与实践相结合，，以建立哈尔滨第27中学学校品牌系统为目的，提出了学校品牌建设的策略。本文首先提出了选题的背景，目的及意义，并对国内外关于学校品牌建设的相关理论深入阐述，为哈尔滨第27中学校品牌建设策略打下坚实的理论基础，在此基础上确定了本文的主要结构。继而阐述了品牌和教育品牌的含义与构成要素，提出了学校品牌建设策略的七个步骤：学校品牌诊断、学校品牌定位、学校品牌的选择、学校品牌CIS设计、学校品牌传播与推广、学校品牌核心要素建设、学校品牌的维护与提高。运用多种分析手段全面而深刻分析了哈尔滨第27中学校品牌建设现状和存在的问题，并在其基础上围绕着学校文化、教师团队、学生团队、社团活动、社区活动五个主要方面提出了哈尔滨第27中学校品牌建设的策略。提出通过建立品牌理念、适宜的组织制度以及严格的品牌管理制度保障品牌策略的实施。对品牌建设策略控制和评价进行了深入探讨提出以人员专业培训与激励为主，明确考核关键绩效指标，做到有岗必有责，有责必有岗。品牌建设是一个新兴的课题，希望本文对一些学校品牌建设阶段中出现的问题能够提供了一定的参考和借鉴意义。
[Abstract]:The 21st century is the era of talent competition. The outline of the National medium and long term Education Reform and Development Plan 2010-2020 has determined that China's educational work policy is "giving priority to development, educating people first, reforming and innovating, and promoting fairness".Improve quality ".At present, school homogenization competition is becoming more and more serious, school brand has become the requirement of the times.Harbin No. 27 Middle School, founded in 1956, is a school with a glorious history. Due to various reasons, the system has become rigid, and the quality of education and teaching has fallen sharply, leading to the deterioration of enrollment, survival or death.I had to make a difficult decision.Speeding up brand building and revitalizing school style has become the school's second choice.Based on the in-depth study of the present situation of Harbin No. 27 Middle School and combining theory with practice, this paper puts forward the strategy of school brand building in Harbin No. 27 Middle School. The purpose of this paper is to establish the school brand system of Harbin No. 27 Middle School.In this paper, the background, purpose and significance of the selected topic are put forward, and the related theories about school brand construction at home and abroad are expounded in depth, which lays a solid theoretical foundation for the strategy of school brand construction in Harbin No. 27 Middle School.On this basis, the main structure of this paper is determined.Then it expounds the meaning and elements of brand and education brand, and puts forward seven steps of school brand construction strategy: school brand diagnosis, school brand positioning, school brand selection, school brand CIS design.School brand communication and promotion, school brand core elements construction, school brand maintenance and improvement.This paper makes a comprehensive and profound analysis of the present situation and existing problems of the brand construction of No. 27 Middle School in Harbin by using various analytical methods, and on the basis of it, it focuses on the activities of school culture, teacher team, student team, community, etc.Five main aspects of community activities put forward the strategy of brand building in Harbin No. 27 Middle School.This paper puts forward that the implementation of brand strategy should be ensured by establishing brand idea, proper organization system and strict brand management system.This paper deeply discusses the control and evaluation of brand construction strategy and puts forward that the key performance indicators should be clearly evaluated and the key performance indicators should be clearly assessed in the light of the professional training and motivation of personnel, so as to ensure that there are posts and duties and duties as well as posts.Brand building is a new topic, I hope this paper can provide some reference and reference for some problems in the stage of brand building.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G637

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