新建本科院校品牌核心竞争力研究

发布时间：2018-06-05 22:31

本文选题：新建本科院校 + 品牌　；参考：《中南民族大学》2008年硕士论文

【摘要】： 随着我国市场经济的发展和高等教育体制的改革,高等教育的竞争趋势不可逆转,新建本科院校作为高等教育一支庞大的新兴力量,其品牌核心竞争力对于自身持续发展以及在高等教育中取得竞争优势都是极其重要而且必要的,且有一定的现实意义。通过分析新建本科院校品牌核心竞争力定义、内涵与特征,我们可以知道:新建本科院校品牌核心竞争力是院校通过品牌管理整合形成的,相对于其他竞争对手能够更显著地在市场竞争中显示品牌内在品质、技术、性能和完善服务,能够更显著地实现顾客看重价值需求的不易被对手所模仿的持续竞争能力。可以用一个直观的公式表达新建本科院校的品牌核心竞争力,即:品牌核心竞争力=(品质+技能+能力)+优势+获取力=成功获得持续发展的资源。它对新建本科院校自身成长和发展起到重要作用,对竞争对手来说是无形的、难以模仿的,是一所院校所独有的,是品牌的品质、技术、技能和服务能力的整合,是院校能够长期保持竞争优势的一种能力。它具有价值优越性、竞争性、延展性、整合性等关键特性和动态性、共有性和不可交易性等一般特性。以新建本科院校品牌核心竞争力发展为脉络,分析认为:品牌领导力、品牌创新力和品牌市场力是新建本科院校品牌要素能力,这种要素能力正是品牌核心竞争力的基本构成要素。在分析新建本科院校品牌核心竞争力要素基础上,文章亦对品牌核心竞争力形成过程中主要影响因素及其相互关系做出分析,即对品牌核心竞争力形成机理做一些探索,其影响因素主要是:品牌知识、资源、大学文化、管理整合。最后,对新建本科院校品牌核心竞争力的培育的误区、阶段与途径做一些探索,最后分析认为:新建本科院校品牌核心竞争力的培育旨在促成品牌要素能力的形成与发展。
[Abstract]:With the development of market economy and the reform of higher education system, the competitive trend of higher education is irreversible. The brand core competence is very important and necessary for its sustainable development and the competitive advantage in higher education. Connotation and characteristics, we can know: brand core competitiveness of newly-established undergraduate colleges is formed by brand management integration, compared with other competitors, it can show brand internal quality and technology in market competition more significantly. Performance and perfect service can realize the continuous competition ability which is not easy to be imitated by the competitors. An intuitive formula can be used to express the brand core competence of newly-established colleges and universities, that is, the advantage acquisition power of brand core competence (quality skill ability) = the resource of successful sustainable development. It plays an important role in the growth and development of new undergraduate colleges and universities. It is invisible to competitors and difficult to imitate. It is unique to a university and is the integration of brand quality, technology, skills and service ability. It is a kind of ability that colleges and universities can maintain competitive advantage for a long time. It has some key characteristics such as value superiority, competition, ductility, integration and so on, common and non-tradable, etc. In the light of the development of brand core competence of new undergraduate colleges and universities, it is concluded that: brand leadership, and so on. Brand innovation power and brand market power are the basic elements of brand core competence in newly established undergraduate colleges and universities, which are the basic elements of brand core competitiveness. The paper also analyzes the main influencing factors and their relationship in the forming process of brand core competence, that is, to explore the forming mechanism of brand core competence, which mainly includes: brand knowledge, resources, university culture, etc. Finally, the misunderstandings, stages and approaches of cultivating brand core competitiveness in newly established colleges and universities are explored. Finally, it is concluded that the cultivation of brand core competence aims to promote the formation and development of brand factor ability.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G649.2

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