绵阳职业技术学院品牌建设研究

发布时间：2018-07-02 20:51

本文选题：品牌 + 教育品牌　；参考：《电子科技大学》2008年硕士论文

【摘要】： 在教育产业化和市场经济建设的时代风潮中,特别是中国加入WTO以来,高职院校迎来了社会化、市场化所带来的校际竞争和前所未有的挑战。品牌将成为21世纪高职院校建设和发展的首选利器。本文首先从品牌理论的发展和主要观点阐述了企业实行品牌建设的目的和意义。借鉴品牌理论,在本文给出教育品牌的概念,为提炼绵阳职业技术学院品牌建设提供了理论基础。接下来,本文通过分析绵阳职业技术学院的发展现状和对品牌建设的迫切需要,得出了绵阳高职学院实施品牌建设的必要性。同时对绵阳职业技术学院的有效环境进行分析,为绵阳高职院校实施品牌建设的可行性提供依据。最后运用品牌战略的相关理论和思想,结合实例,分析绵阳职业技术学院品牌现状及问题,提出绵阳职业技术学院进行品牌建设的相关策略。这部分也是本论文的重点。品牌建设在企业界早已风行已久,相关理论也已比较成熟,与此相对应的是高职教育领域内的研究还十分薄弱,本论文希望通过对企业品牌构建策略和相关理论的借鉴为高职院校品牌建设提供思路,为教育领域内的品牌研究添一砖加一瓦。
[Abstract]:In the era of educational industrialization and market economy construction, especially since China's entry into WTO, higher vocational colleges have ushered in socialized, market-oriented inter-school competition and unprecedented challenges. Brand will become the first choice weapon for the construction and development of higher vocational colleges in the 21 st century. Firstly, this paper expounds the purpose and significance of brand construction from the development and main viewpoints of brand theory. Using brand theory for reference, the concept of educational brand is given in this paper, which provides a theoretical basis for the brand construction of Mianyang Vocational and Technical College. Then, this paper analyzes the current situation of Mianyang Vocational and Technical College and the urgent need for brand construction, and concludes the necessity of implementing brand construction in Mianyang Vocational College. At the same time, the effective environment of Mianyang Vocational and Technical College is analyzed to provide the basis for the feasibility of brand construction in Mianyang Vocational College. Finally, using the relevant theories and ideas of brand strategy, combined with an example, this paper analyzes the current situation and problems of the brand in Mianyang Vocational and Technical College, and puts forward the relevant strategy of brand construction in Mianyang Vocational and Technical College. This part is also the focus of this paper. Brand building has been popular in the business world for a long time, and the relevant theories have been relatively mature. The corresponding research in the field of higher vocational education is still very weak. This paper hopes to provide ideas for the brand construction of higher vocational colleges through the reference of enterprise brand construction strategy and related theories, and add a brick and a watt to the brand research in the field of education.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G719.2

【引证文献】