我国大学品牌战略研究

发布时间：2018-04-27 05:37

本文选题：品牌 + 大学品牌　；参考：《首都师范大学》2008年硕士论文

【摘要】： 伴随着我国宏观经济体制和政治体制的改革以及由此引发的教育改革,对学校品牌的相关研究已然成为近年来我国教育研究领域内的一个“热点问题”,而对大学品牌的研究则是其中的一个重要部分,这也是高等教育管理中的一个现实问题。本文聚焦其中的大学品牌战略,其意义在于品牌战略顺应了品牌经济时代教育发展的客观需要,体现了现代教育本质及其发展趋势,有利于实现学校发展转型和整体提升。更为重要的是,它可以扩大优质教育资源、促进区域教育均衡发展和教育与社会经济的协调发展。本文按照大学品牌战略的认识基础、要素分析、执行方略和案例研究的顺序展开论述。首先,对大学品牌内涵进行了解析。在对其本质属性、归属关系、价值关照和思维模式四个维度进行哲学思考的基础上,提出了大学品牌“五层次说”和“标靶”模型,即大学的核心、形式、延伸、期望以及潜在品牌,并阐述了其理论价值。其次,对大学品牌战略构成进行了要素分析,构建了品牌战略理论分析的基本框架,即横向的战略组合和纵向的战略流程分析。对战略组合的分析,提出了“弓弦箭”模型,包括文化、质量、个性化、整合传播和创新五种战略类型;对战略流程的分析,主要论述了品牌规划、传播和维护阶段各自的任务、特点和战略组合选择。再次,提出了大学品牌战略实施的执行方略,着重论述了战略实施的组织保障和运行机制。前者可细分为职能性组织保障和支持性组织保障;后者包括组织架构、任务制定、策略运用、方案优选、协同配合和投入保障等环节和要素。最后,以中国人民大学和首都师范大学为例进行了品牌战略个案分析。从“实然”的角度分析了前者近年来在品牌战略管理中取得实效的成功经验和管理方法:通过调查法,对后者的品牌资源和品牌管理进行了检视,并从“应然”的角度提出了未来该校实施品牌战略的构想和行动建议。本文是在对前人关于大学品牌管理理论与实践成果进行系统总结和梳理的基础上,从大学长期发展的战略高度进行的一次深入探究,旨在为进一步整合大学品牌资源和提升大学品牌及其战略管理水平提供具有一定理论价值和实践意义的分析工具和可行路径。
[Abstract]:With the reform of macroeconomic and political system and the education reform, the research on school brand has become a hot issue in the field of educational research in China in recent years. The research on university brand is an important part, which is also a practical problem in higher education management. This paper focuses on the university brand strategy, the significance of which is that the brand strategy conforms to the objective needs of education development in the era of brand economy, reflects the essence of modern education and its development trend, and is conducive to the transformation and overall promotion of school development. More importantly, it can expand high-quality educational resources and promote balanced development of regional education and harmonious development of education and social economy. This paper is based on the cognitive basis of the university brand strategy, the analysis of elements, the implementation strategy and the sequence of case studies. Firstly, the connotation of university brand is analyzed. On the basis of philosophical thinking on the four dimensions of its essential attribute, attribution relationship, value concern and thinking mode, this paper puts forward the "five-level theory" and "target" model of university brand, that is, the core, form and extension of university. Expectations as well as potential brands, and elaborated its theoretical value. Secondly, the paper analyzes the elements of university brand strategy, and constructs the basic framework of brand strategy theory analysis, that is, horizontal strategic combination and vertical strategic process analysis. On the analysis of strategic combination, this paper puts forward the model of "bow string and arrow", which includes five strategic types: culture, quality, personalization, integration, communication and innovation. Communication and maintenance phase of the respective tasks, characteristics and strategic portfolio selection. Thirdly, the author puts forward the implementation strategy of university brand strategy, especially discusses the organization guarantee and operation mechanism of the strategy implementation. The former can be divided into functional organizational security and supportive organizational security, while the latter includes organizational structure, task formulation, strategy application, scheme selection, coordination and input security and so on. Finally, take Renmin University of China and Capital normal University as examples to analyze the brand strategy. This paper analyzes the successful experiences and management methods of the former in brand strategy management in recent years from the perspective of "reality". Through the investigation, the author examines the brand resources and brand management of the latter. And from the perspective of "should be" put forward the future implementation of brand strategy of the school concept and action recommendations. On the basis of summarizing and combing the theory and practice of university brand management, this paper makes a deep exploration from the strategic height of the long-term development of the university. The purpose of this paper is to provide theoretical and practical analysis tools and feasible paths for the further integration of university brand resources and the promotion of university brand and its strategic management level.
【学位授予单位】：首都师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G649.2

【引证文献】