中小学学校品牌建设研究
发布时间：2018-07-26 21:14
【摘要】： 随着中国市场经济体制的日趋成熟,品牌已渗入到人民生活的各个领域。随着教育改革的深入发展,学校之间的显性资源条件将逐步趋同,只有品牌才是独一无二、不可复制的资产,才是学校生命最持久的“动力之源”,才是学校的核心竞争力。因此建立品牌化学校已经提升到学校战略发展的高度了。在实践中我们也看到学校品牌开发建设日益为学校及教育行政部门所重视。论文分析了现今教育界的品牌发展现状,从理论和实践的角度尝试研究中小学学校品牌建设。论文主体分为五大部分:首先,前言部分就选题的背景,课题研究的意义,核心概念的界定,文献综述和研究方法作了说明;第一部分,阐述了学校品牌的特性和建设学校品牌的意义;第二部分,对中小学学校品牌建设的指导原则进行了说明;第三部分,以苏州为例,通过对中小学学校教师、校长及在读学生家长进行调查问卷的方式,采集、分析数据,从而对中小学学校品牌建设的现状有了比较清晰的了解并据此确立了论文主要的研究内容:第四部分,以CIS(组织识别系统)为理论基础,研究了中小学学校品牌形象策划的基本内容:第五部分,阐明了中小学学校品牌建设的具体措施;最后,是论文的结语。 中小学学校品牌建设是教育管理领域的一个新课题,希望本文能对未来中小学学校品牌建设提供思路和有益的帮助。
[Abstract]:With the maturation of Chinese market economy system, brand has penetrated into every field of people's life. With the further development of education reform, the dominant resource conditions between schools will gradually converge. Only the brand is a unique, non-replicable asset, is the most lasting "power source" of school life, and is the core competitiveness of the school. Therefore, the establishment of brand schools has been promoted to the height of school strategic development. In practice, we also see that the school brand development and construction is increasingly attached importance to the school and education administration. This paper analyzes the current situation of brand development in education circles and tries to study the brand construction of primary and secondary schools from the point of view of theory and practice. The main body of the thesis is divided into five parts: firstly, the preface explains the background of the topic, the significance of the research, the definition of the core concepts, the literature review and the research methods. This paper expounds the characteristics of school brand and the significance of building school brand; the second part explains the guiding principles of school brand construction in primary and secondary schools; the third part, taking Suzhou as an example, through the primary and secondary school teachers, The way the principal and the parents of the students carry out the questionnaire, collect and analyze the data, thus have a relatively clear understanding of the present situation of the brand construction of the primary and middle schools and establish the main research contents of the thesis: part four, Based on the theory of CIS (Organization Identification system), this paper studies the basic contents of brand image planning of primary and secondary schools: the fifth part expounds the concrete measures of brand construction in primary and secondary schools, and finally, the conclusion of the paper. The brand construction of primary and secondary schools is a new subject in the field of education management. It is hoped that this paper can provide ideas and useful help for the brand construction of primary and secondary schools in the future.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G637.1
本文编号：2147307
[Abstract]:With the maturation of Chinese market economy system, brand has penetrated into every field of people's life. With the further development of education reform, the dominant resource conditions between schools will gradually converge. Only the brand is a unique, non-replicable asset, is the most lasting "power source" of school life, and is the core competitiveness of the school. Therefore, the establishment of brand schools has been promoted to the height of school strategic development. In practice, we also see that the school brand development and construction is increasingly attached importance to the school and education administration. This paper analyzes the current situation of brand development in education circles and tries to study the brand construction of primary and secondary schools from the point of view of theory and practice. The main body of the thesis is divided into five parts: firstly, the preface explains the background of the topic, the significance of the research, the definition of the core concepts, the literature review and the research methods. This paper expounds the characteristics of school brand and the significance of building school brand; the second part explains the guiding principles of school brand construction in primary and secondary schools; the third part, taking Suzhou as an example, through the primary and secondary school teachers, The way the principal and the parents of the students carry out the questionnaire, collect and analyze the data, thus have a relatively clear understanding of the present situation of the brand construction of the primary and middle schools and establish the main research contents of the thesis: part four, Based on the theory of CIS (Organization Identification system), this paper studies the basic contents of brand image planning of primary and secondary schools: the fifth part expounds the concrete measures of brand construction in primary and secondary schools, and finally, the conclusion of the paper. The brand construction of primary and secondary schools is a new subject in the field of education management. It is hoped that this paper can provide ideas and useful help for the brand construction of primary and secondary schools in the future.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G637.1
【参考文献】
相关期刊论文 前5条
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，本文编号：2147307
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