独立学院品牌建设的路径探讨

发布时间：2018-04-23 21:48

本文选题：独立学院 + 品牌　；参考：《东北师范大学》2009年硕士论文

【摘要】： 近年来,随着我国高等教育规模的快速增长,各项相关改革不断深化,一些地方和高校在高等教育办学机制方面进行了大胆探索,其中由普通高校按照新的机制和模式试办的相对独立的二级学院(独立学院)发展较快,独立学院是我国在经济体制转型时期出现的一种新的高等教育办学模式,它是由普通本科高校按新的机制、新模式举办的本科层次的二级学院,它适应了计划经济体制向市场经济体制转轨的需要,满足了高等教育规模快速增长的需求,体现了高等教育大众化阶段的需要,适应了民办高等教育健康发展的需要。但是由于独立学院师资、机制以及社会地位等内外两方面的问题,独立学院存在着各种各样的问题,使得独立学院的发展举步维艰,于是独立学院的品牌建设提上案头。不断发展、巩固和完善是独立学院发展亟需解决的问题,而独立学院的品牌建设是独立学院在新的历史时期进行准确的定位,发挥自身的独特作用所必须探索的,是满足社会对不同人才的需求,提高自身发展的必由之路,因此,如何打造独立学院的品牌就成为广大高等教育工作者应该积极思考的问题。本文共分为五部分对独立学院的品牌建设进行了论述。论文第一部分是对独立学院以及独立学院品牌建设的现状研究论述,提出了进行独立学院品牌建设的目的和意义以及在此指导下的我国独立学院品牌建设的思路和方法。第二部分是在独立学院发展的基础之上,对独立学院的涵义、产生背景、特征和发展困境的分析,对独立学院进行了细致的论述。第三部分是在介绍品牌内涵和品牌理论分析的基础上,对独立学院的品牌建设的依据和内容以及独立学院品牌的内涵做了全方位的概括,提供了独立学院品牌建设的理论依据。第四部分是从具体的独立学院建设案例出发,对独立学院的品牌建设进行分析,从理论到具体,从宏观到微观,为我们进行独立学院的品牌建设提供了经验总结。第五部分是从独立学院品牌建设的路径出发,对独立学院品牌建设进行了细致的探讨,为独立学院品牌建设提供了一定的理论指导。
[Abstract]:In recent years, with the rapid growth of China's higher education scale and the deepening of various related reforms, some places and universities have carried out bold exploration on the mechanism of running higher education. Among them, relatively independent secondary colleges (independent colleges), which are run by ordinary colleges and universities on a trial basis according to the new mechanism and model, have developed rapidly. Independent colleges are a new mode of higher education in China during the period of economic system transformation. It is a secondary college at the undergraduate level organized by ordinary undergraduate colleges and universities according to the new mechanism and mode. It meets the needs of the transition from planned economy to market economy and meets the demand of rapid growth in the scale of higher education. It reflects the needs of the popularization stage of higher education and meets the needs of the healthy development of private higher education. However, due to the internal and external problems, such as teachers, mechanism and social status of independent college, there are various problems in independent college, which makes the development of independent college difficult, so the brand construction of independent college is put on the table. Continuous development, consolidation and improvement are the problems that need to be solved in the development of independent college, and the brand construction of independent college is the need to explore the accurate positioning of independent college in the new historical period and play its unique role. It is the only way to meet the needs of the society for different talents and improve their own development. Therefore, how to build the brand of independent colleges has become a problem that the majority of higher education workers should actively consider. This paper is divided into five parts to discuss the brand construction of independent college. The first part of the thesis is to discuss the current situation of the independent college and its brand construction, and put forward the purpose and significance of the independent college brand construction and the ideas and methods of the independent college brand construction under this guidance. The second part is on the basis of the development of independent colleges, the meaning of independent colleges, the background, characteristics and development difficulties of the analysis, the independent colleges are discussed in detail. The third part is on the basis of introducing the brand connotation and brand theory analysis, the foundation and content of the independent college brand construction and the independent college brand connotation are summarized, which provides the theoretical basis for the independent college brand construction. The fourth part is from the concrete independent college construction case, carries on the analysis to the independent college brand construction, from the theory to the concrete, from the macroscopic to the microscopic, has provided the experience summary for us to carry on the independent college brand construction. The fifth part is from the independent college brand construction path, the independent college brand construction has carried on the detailed discussion, has provided the certain theory instruction for the independent college brand construction.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G648

【引证文献】