中职学校品牌经营研究

发布时间：2018-07-03 20:32

本文选题：中等职业学校 + 新公共管理　；参考：《电子科技大学》2009年硕士论文

【摘要】： 随着我国经济社会的发展,市场经济体制改革的深入,中职学校面临着前所未有的机遇和挑战。如何在深入学习实践科学发展观基础上,实现中职学校的可持续发展是当前必须思考的问题。本文试图从新公共管理的角度,将私营部门成功的经验应用于中职学校,从而寻求一条中职学校的可持续发展道路。本文共分为四个部分。第一部分主要是提出问题,进而表明研究意义、研究思路、研究方法并进行文献综述和对相关概念界定;第二部分分析了中职学校品牌经营的战略意义,从中职学校品牌的含义与功能,中职学校品牌经营与传统学校管理的区别切入,进而从品牌代表学校的竞争力、品牌经营过程就是学校办学质量提高的过程、品牌经营是实现教育可持续发展等三个方面诠释中职学校品牌经营的战略意义;第三部分主要分析了中职学校品牌经营的环境及影响因素,同时设计中职学校品牌经营战略内容,从宏观政策与微观市场两个方面对中职学校品牌经营环境进行了分析,分析了创新、质量和经营等三个因素,进而提出中职学校品牌经营战略的内容;第四部分从中职学校品牌创立、维护、扩张到创新,提出经营战略实施方案。
[Abstract]:With the development of economy and society and the reform of market economy, secondary vocational schools are facing unprecedented opportunities and challenges. How to realize the sustainable development of secondary vocational schools on the basis of deep study and practice of scientific development view is a problem that must be considered at present. This paper attempts to apply the successful experience of the private sector to the secondary vocational schools from the perspective of new public management in order to seek a sustainable development path for the secondary vocational schools. This paper is divided into four parts. The first part is to put forward questions, and then to show the significance of the research, research ideas, research methods and literature review and definition of relevant concepts; the second part of the analysis of the strategic significance of the brand management of secondary vocational schools. From the meaning and function of the brand of the secondary vocational school, the difference between the brand management of the secondary vocational school and the traditional school management, and then from the brand representing the competitiveness of the school, the process of brand management is the process of improving the quality of the school. Brand management is the strategic significance of brand management in secondary vocational schools from three aspects of realizing the sustainable development of education. The third part mainly analyzes the environment and influencing factors of brand management in secondary vocational schools. At the same time, it designs the content of the brand management strategy of the secondary vocational school, analyzes the environment of the brand management of the secondary vocational school from the macro policy and the micro market, and analyzes the three factors of innovation, quality and management. Then it puts forward the content of brand management strategy of secondary vocational school; the fourth part from the establishment, maintenance, expansion to innovation of secondary vocational school brand, puts forward the implementation plan of management strategy.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G718.3

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