新升本科高校品牌战略研究

发布时间：2018-04-27 14:47

本文选题：新升 + 本科　；参考：《苏州大学》2009年硕士论文

【摘要】： 随着我国高等教育的飞速发展,高等学校的办学自主权在逐渐扩大,高等学校之间的竞争也越来越激烈。新升本科高校在发展过程中存在先天不足,这类学校如何在激烈的竞争中占有一席之地成为高等教育界所关注的热点问题之一。本文引进企业管理领域中的品牌理论,提出塑造大学品牌,实施品牌战略是新升本科高校健康、快速发展的一条新路。本文共分五个部分: 第一章:导言介绍本研究产生的背景,综述前人的研究成果,阐述研究的意义和价值,为下面的论述打下坚实的理论基础。第二章:新升本科高校实施品牌战略的意义与现状这部分首先是相关概念的界定,新升本科高校办学基础相对薄弱,与名牌大学有较大差距。新升本科高校实施品牌战略有其特殊性。新升本科高校要学会错位发展。这部分主要说明新升本科高校实施品牌战略的意义与现状。品牌战略是高等教育市场激烈竞争的必然产物;新升本科高校实施品牌战略面临着特殊困难。对于新升本科高校来说,实施品牌战略,有利于整合校内资源,加快管理体制的革新;有助于加强学校与社会的联系,提升学校声誉;有助于吸引更多优秀人才加盟;有助于吸引优秀生源,有助于毕业生就业。本章还分析了新升本科高校实施品牌战略的现状、实施品牌战略的紧迫性和可行性。第三章:新升本科高校品牌战略的实施途径新升本科高校实施品牌战略要抓好两方面的工作:一是苦练内功,切实提高学校办学质量,这是品牌战略的基础;二是加强宣传,树立高校外在形象,这是品牌的直接体现。这部分主要阐述新升本科高校品牌战略的实施途径,主要从四个方面进行阐述:准确定位是新升本科高校品牌战略的基础,具体论述了新升本科高校定位的内容、定位的原则、定位的策略;创立特色是新升本科高校品牌战略的关键,具体论述了高校办学特色的含义、新升本科高校形成办学特色的对策;提高质量是新升本科高校品牌战略的核心,具体论述了高校质量的内容、新升本科高校提高质量的途径;品牌推广是新升本科高校实施品牌战略的必需,具体论述了新升本科高校品牌推广的现状、新升本科高校品牌推广策略。第四章:常熟理工学院实施品牌战略的实践这部分主要以新升本科高校——常熟理工学院近年来实施品牌战略的实践为研究对象,介绍其实践过程,总结其成功经验。我们试图以点带面,通过具体案例的剖析,为新升本科高校实施品牌战略提供借鉴。本章介绍了常熟理工学院的概况,阐述了常熟理工学院实施品牌战略的背景、分析了常熟理工学院实施品牌战略的优势与劣势、介绍了常熟理工学院实施品牌战略采取的具体举措、总结了常熟理工学院实施品牌战略的成功经验和存在的问题。第五章:结语概括本文的主要内容和观点。本文所采用的研究方法主要有:文献分析法、比较法、个案分析法。
[Abstract]:With the rapid development of higher education in our country , the autonomy of running schools in colleges and universities is gradually expanding , and the competition between colleges and universities is becoming more and more intense . How to take a place in the fierce competition has become one of the hot topics of higher education . This paper introduces the brand theory in the field of enterprise management , and puts forward a new way of shaping university brand and implementing brand strategy .

This article is divided into five parts :

Chapter I : Introduction

This paper introduces the background of the research , summarizes the previous research results , expounds the significance and value of the research , and lays a solid theoretical foundation for the following discussion .

Chapter 2 : Significance and Present Situation of Implementing Brand Strategy in Newly - upgraded University

This part is firstly the definition of the relevant concept , the foundation of the new - liter undergraduate colleges is relatively weak , and there is a big gap with the famous universities . The brand strategy is the inevitable product of the fierce competition in the higher education market . The brand strategy is the inevitable product of the fierce competition in the higher education market .

The third chapter : the implementation way of brand strategy of new - liter undergraduate colleges and universities

This part mainly expounds the connotation of the brand strategy of the new - liter undergraduate colleges and universities , discusses the content of the new - liter undergraduate university brand strategy , discusses the content of the new - liter undergraduate university brand strategy , discusses the content of the new - liter undergraduate university brand strategy , discusses the content of the new - liter undergraduate university brand strategy , discusses the present situation of the brand promotion of the new - liter undergraduate university , and discusses the brand promotion strategy of the newly - upgraded university .

Chapter IV : Practice of Implementing the Brand Strategy at the Institute of Technology

This part mainly focuses on the practice of implementing brand strategy in recent years , introduces the practice process and summarizes its successful experience . This chapter introduces the general situation of Changzhou Institute of Technology , analyzes the advantages and disadvantages of implementing brand strategy at Changzhou Institute of Technology , introduces the concrete measures taken by Changzhou Institute of Technology to implement brand strategy , and sums up the successful experiences and problems of implementing brand strategy at Changzhou Institute of Technology .

Chapter V : Conclusion

The main contents and viewpoints of this paper are summarized .

The research methods used in this paper mainly include the literature analysis method , comparison method and case analysis method .

【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G649.2

【参考文献】