中学品牌形象的识别设计研究

发布时间：2018-06-18 18:11

本文选题：中学 + 学校品牌形象　；参考：《新疆师范大学》2008年硕士论文

【摘要】： 随着我国教育改革的深入发展,学校之间显性的资源条件逐渐趋同。学校只有走内涵型建设的道路,才能满足家长和学生的需求。学校品牌形象的识别设计可以帮助学校整合资源,提升学校形象,实现学校的内涵发展。目前对学校品牌形象(设计)的研究成果大多集中在高校,以中学为个案开展学校品牌形象设计的研究寥寥无几。因此,笔者选择普通中学作为研究对象,运用内容分析法、案例分析法和调查研究法,试图寻找适合普通中学建设自己学校品牌形象的途径,为中学塑造学校品牌形象提供理论方面的借鉴和实践方面的参考。第一部分引言。主要包括五个部分:一是选题的缘由;二是研究目的及意义;三是核心概念界定,在界定品牌和学校品牌概念基础上,提出了学校品牌形象、学校品牌形象识别设计的内涵;四是文献综述;五对研究思路及研究方法进行了说明。第二部分介绍企业品牌形象识别理论及其对中学品牌形象识别设计的启示。第三部分提出了中学品牌形象识别设计的前提——学校品牌定位及开展中学品牌形象识别设计时应遵循的原则。第四部分从理论层面提出了中学品牌形象识别设计的内容体系:理念识别系统、行为识别系统和环境识别系统,并就如何构建中学理念识别系统、如何修炼中学行为识别系统、如何设计中学环境识别系统进行了研究。第五部分从实践层面为乌市73中进行了品牌形象的识别设计工作。该项设计工作主要是从理念识别、行为识别和环境识别三方面展开,与第四部分的内容体系相对应,以增强本研究的实践价值。第六部分是创新与不足。
[Abstract]:With the deepening development of education reform in China, the dominant resource conditions between schools converge gradually. Only by taking the road of intension construction can school meet the needs of parents and students. The identification design of school brand image can help school to integrate resources, promote school image and realize the connotation development of school. At present, most of the research achievements on school brand image (design) are concentrated in colleges and universities, and the research on school brand image design based on middle school is very few. Therefore, the author chooses the ordinary middle school as the research object, uses the content analysis method, the case analysis method and the investigation research method, tries to find the suitable way for the ordinary middle school to build its own school brand image. It provides theoretical reference and practical reference for middle school to mold school brand image. The first part is introduction. It mainly includes five parts: first, the reason of choosing the topic; second, the purpose and significance of the research; third, the definition of the core concept, on the basis of defining the brand and the school brand, the connotation of the school brand image and the school brand image identification design are put forward. The fourth is literature review, and the fifth is the explanation of research ideas and methods. The second part introduces the theory of corporate brand image identification and its inspiration to the design of middle school brand image recognition. The third part puts forward the premise of the middle school brand image identification design-the school brand positioning and the principles to be followed when developing the middle school brand image recognition design. The fourth part puts forward the content system of the middle school brand image recognition design from the theory level: the concept identification system, the behavior recognition system and the environment identification system, and how to construct the middle school idea recognition system and how to practice the middle school behavior identification system. How to design the middle school environment identification system is studied. The fifth part carries on the brand image identification and design work for Wushi 73 from the practical aspect. The design work is mainly carried out from three aspects of concept recognition, behavior recognition and environment recognition, corresponding to the content system of the fourth part, in order to enhance the practical value of this study. The sixth part is innovation and insufficiency.
【学位授予单位】：新疆师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G639.2

【引证文献】