SA职业学院品牌定位研究

发布时间：2018-10-10 13:52

【摘要】： 随着我国教育体制的改革以及市场经济体制的充分发展,每所高职院校必然要面对高职院校与普通本科院校之间、以及高职院校与高职院校之间的激烈竞争。如何在激烈的竞争中脱颖而出、求生存、求发展,是每所高职院校的管理者与教师必须思考的问题。笔者认为:实施品牌战略,尤其是进行品牌定位,让自己的学院在消费者头脑中留下独特而深刻的记忆,进而成为其就读大学的首选高校,不失为21世纪高职院校建设和发展的一把利器。本文首先对品牌、以及高职品牌等的概念进行界定,为SA职业学院品牌定位研究提供理论基础。其次,通过SA职业学院所处的内部和外部环境分析,发掘出SA职业学院实施品牌化的必要性与可行性。最后,运用战略品牌管理的品牌定位理论,结合实例,研究SA职业学院进行品牌定位时所遵循的原则、所涉及品牌定位流程,分析SA职业学院与其他高职院校的共同点和差异点,提出SA职业学院进行品牌定位的具体策略。这部分的内容是本论文的核心部分。品牌定位的重要性已经得到我国企业界的认可,相关理论也是逐渐流行并日趋成熟。与此相对应的是在高职教育领域内的研究还十分薄弱,本论文希望通过SA职业学院品牌定位的实例研究,理清地方高职院校定位的思路,为高职院校品牌化提供些许参考意见,为教育领域内的品牌研究尽绵薄之力。
[Abstract]:With the reform of our educational system and the full development of the market economy system, every higher vocational college must face the fierce competition between the higher vocational college and the ordinary undergraduate college, as well as between the higher vocational college and the higher vocational college. How to stand out, survive and develop in the fierce competition is a problem that the managers and teachers of each higher vocational college must think about. The author believes that the implementation of brand strategy, especially the brand positioning, so that their own college in the minds of consumers to leave a unique and profound memory, and then become its first choice of universities, It is a sharp weapon for the construction and development of higher vocational colleges in the 21 st century. This paper first defines the concepts of brand and higher vocational brand, which provides the theoretical basis for the research of brand positioning in SA Vocational College. Secondly, through the analysis of the internal and external environment of SA vocational college, the necessity and feasibility of implementing brand in SA vocational college are explored. Finally, using the brand positioning theory of strategic brand management, combined with an example, this paper studies the principles and process of brand positioning in SA Vocational College. This paper analyzes the common points and differences between SA vocational college and other higher vocational colleges, and puts forward the specific strategy of brand positioning in SA vocational college. This part is the core of this paper. The importance of brand positioning has been recognized by the business community in China, and relevant theories are becoming more and more popular and mature. Corresponding to this, the research in the field of higher vocational education is still very weak, this paper hopes that through the SA vocational college brand positioning example research, clear up the local vocational colleges positioning ideas, for higher vocational colleges brand to provide some reference. To contribute to 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】：2010
【分类号】：F273.2;G719.2

【共引文献】