基于Aaker模型的高职院校品牌评价体系实证研究

发布时间：2018-05-15 08:37

本文选题：职业教育 + 高职院校　；参考：《江苏开放大学学报》2016年03期

【摘要】：品牌不仅是现代经济社会竞争的焦点,也是高职院校凝聚力量获得可持续发展的宝贵财富。要客观评价高职院校品牌建设情况须构建科学成熟的评价体系。本文基于Aaker概念模型(品牌知名度、认知度、美誉度、忠诚度、联想度)创建了高职院校品牌评价体系,制作对应问卷,运用SPASS20.00检验问卷信度、效度,并借助结构化方程验证了假设模型的可行性。结果显示:当下高职院校在人才培养模式、省级以上特色专业等品牌知名度因素,学校实训场所、校园环境等品牌认知度因素,就业率等品牌美誉度因素,校企深度融合、附属机构数量等品牌联想度因素的影响尚不突出,这为后期的高职院校品牌建设指明了方向,也为构建高职品牌评价指标体系奠定了数据基础。
[Abstract]:Brand is not only the focus of modern economic and social competition, but also the valuable wealth of higher vocational colleges. It is necessary to construct a scientific and mature evaluation system to objectively evaluate the brand construction of higher vocational colleges. Based on the Aaker conceptual model (brand awareness, recognition, reputation, loyalty, association), this paper establishes a brand evaluation system in higher vocational colleges, makes corresponding questionnaires, and uses SPASS20.00 to test the reliability and validity of the questionnaires. The feasibility of the hypothetical model is verified by the structural equation. The results show that: the current higher vocational colleges in the talent training model, specialty above the provincial level and other brand awareness factors, training place, campus environment and other brand recognition factors, employment rate and other brand reputation factors, the deep integration of the school and enterprise. The influence of the factors of brand association such as the number of affiliated institutions is not prominent, which indicates the direction of brand construction in the later period of higher vocational colleges, and also lays a data foundation for the establishment of evaluation index system of higher vocational brands.
【作者单位】：苏州工业职业技术学院经贸管理系;
【基金】：江苏省教育科学“十二五”规划重点课题“基于胜任力模型的高职专任教师继续教育体系研究”(B-b/2015/03/035) 苏州工业职业技术学院重点课题“基于Aaker模型的转型期高职院校品牌评价实证研究”(2013A02)
【分类号】：G718.5

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