TF学院的品牌建设探讨

发布时间：2018-06-21 23:06

本文选题：独立学院 + 品牌　；参考：《西南财经大学》2009年硕士论文

【摘要】： 在世界教育发展过程中,私立学校扮演着重要的角色。我国也不例外。在中国,私立(民办)学校于二十世纪九十年代后开始复兴并发展,私立学校还有很大发展空间,而面对国内外同类学校的激烈竞争,尤其是具有强大优势的国内公立学校的巨大压力,民办学校迫切需要在品牌营销方面加强研究和探索,尤其是民办高等教育。依托名校办独立学院是中国一种特殊的办学形式,称之为“公办民助”。独立学院自1999年6月诞生以来,经过10年的跨越式发展,已经成为我国高等教育领域不容忽视的重要组成部分。它的蓬勃兴起引起了人们的广泛关注。其独特的办学形式铸就了其特有的存在价值。独立学院的生存与发展最终将由社会和市场决定。如果高等教育已经比较发达,收费相对较低的普通公办高校已经能够基本满足社会对高等教育的需求,那么独立学院的历史使命也就完成了,它必须担负起新的使命,完成从“借用品牌”到“创立品牌”的转变,做到真正的独立发展,成为真正意义上的独立高校。尤其是并不具备地域优势的西部独立学院,如何打造自己的品牌,也是值得进一步研究的问题。本文以笔者所熟悉的TF学院作为研究对象,重点介绍在品牌营销做的相当成功的私立培训机构新东方和连续4年(2006—2009年)蝉联中国独立学院排行榜榜首的华中科技大学武昌分校的成功做法与经验系统,结合TF学院的现状和在品牌营销方面已取得的成绩及不足来探讨其品牌建设问题,探索有助于TF学院进一步发展的品牌营销的思路和对策,希望为TF学院的发展做出自己的贡献。作为独立学院的TF学院未来要从依附于公办高校的“盛名”和“支撑”生存的现状中解脱出来,只有创建自主品牌,积极建设自身品牌,才能提高自身竞争力;有实施自主品牌战略,才能促进其持续性发展。
[Abstract]:Private schools play an important role in the development of education in the world. China is no exception. In China, private (private) schools began to revive and develop after the 1990s. Private schools still have a lot of room for development, and they face fierce competition from similar schools at home and abroad. Especially the great pressure of the domestic public schools with strong advantages, private schools urgently need to strengthen the research and exploration in brand marketing, especially private higher education. Relying on famous schools to run independent colleges is a special form of running schools in China, called "public-run private aid." Since its birth in June 1999, the independent college has become an important part of the field of higher education in China after 10 years of leapfrog development. Its vigorous rise has aroused widespread concern. Its unique form of running a school cast its unique existence value. The survival and development of independent colleges will ultimately be determined by society and markets. If higher education is already relatively developed and ordinary public universities with relatively low fees have been able to basically meet the needs of society for higher education, then the historical mission of independent colleges will be completed, and it must take on a new mission. To complete the transformation from "borrowing brand" to "creating brand", to achieve real independent development and become an independent university in the true sense. In particular, how to build its own brand, which does not have regional advantages, is also a problem worth further study. This paper takes TF College, which is familiar to the author, as the research object. This paper focuses on the successful practices and experience system of New Oriental, a successful private training institution in brand marketing, and Wuchang Branch of Huazhong University of Science and Technology, which has topped the ranking of independent colleges in China for the fourth consecutive year (2006-2009). Combined with the present situation of TF college and the achievements and shortcomings in brand marketing, this paper probes into the problems of brand construction, and explores the ideas and countermeasures of brand marketing which is helpful to the further development of TF college. Hope to contribute to the development of TF College. As an independent college, TF college should be freed from the status quo of "fame" and "support" in the future. Only by creating its own brand and actively building its own brand, can it improve its competitiveness. Only when we implement our own brand strategy can we promote its sustainable development.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G648

【引证文献】