以校园文化建设促构高职品牌研究

发布时间：2018-12-29 18:07

【摘要】： 我国“十一五”规划明确提出大力发展职业技术教育,加强高等教育质量。这从国家发展战略的高度为高等职业技术教育的发展注入了新的活力;与此同时,自1980年我国第一所高等职业技术院校金陵职业大学创建以来,我国高等职业教育已经走过了27个年头,高等职业技术院校在数量上已经超过900所,高职院校之间的竞争愈演愈烈;另一方面,加入WTO后,国外教育集团以多种形式参与了国内教育市场,这给国内诸多高等职业技术院校带来了较大的压力——我国高等职业技术院校机遇与挑战并存。结合高职院校本质及其功能,借鉴市场营销学的品牌理论,从校园文化的角度研究高职院校的品牌战略,具有一定的理论意义和现实意义。文章在梳理总结国内外学者对于品牌、大学文化、大学品牌已有研究成果的基础上,指出校园文化在结构上与品牌识别上存在着一一对应关系,从而对基于校园文化建设构建高职品牌建立了理论上的因果关系。文章重点探讨了高职品牌的意义、校园文化的功能,并结合时代精神对如何建设校园文化提出了一些策略。本研究的主要创新点有以下几个方面:第一,从结构上指出了包括物质文化,制度文化以及精神文化的校园文化与由视觉识别、行为识别和理念识别构成的品牌识别存在结构上的一一对应关系,为从校园文化建设构建高职品牌奠定了理论基础;第二,结合时代精神,加入了对校园和谐文化的探讨,为校园文化建设的研究注入了新的活力因素;第三,根据品牌学的已有研究成果,在充分探讨高职院校的教育本质属性以及其所面临的机遇与挑战的基础上,较为深入地研究了校园文化的功能、意义和构建策略。
[Abstract]:The 11th five-year Plan of our country clearly proposes to develop vocational and technical education and strengthen the quality of higher education. This has injected new vitality into the development of higher vocational and technical education from the height of national development strategy. At the same time, since the establishment of Jinling Vocational University, the first higher vocational and technical college in China in 1980, China's higher vocational education has passed through 27 years, and the number of higher vocational and technical colleges has exceeded 900. The competition between higher vocational colleges is becoming more and more fierce; On the other hand, after China's entry into WTO, foreign educational groups have participated in the domestic education market in various forms, which has brought great pressure to many vocational and technical colleges and universities in China-opportunities and challenges coexist in our higher vocational and technical colleges. Combining with the essence and function of higher vocational colleges, using the brand theory of marketing for reference and studying the brand strategy of higher vocational colleges from the angle of campus culture, it has certain theoretical and practical significance. On the basis of summing up the existing research achievements of domestic and foreign scholars on brand, university culture and university brand, the paper points out that campus culture has a one-to-one corresponding relationship with brand recognition in structure. Therefore, it establishes a theoretical causality for the construction of higher vocational brand based on campus culture construction. This paper focuses on the significance of higher vocational brand and the function of campus culture, and puts forward some strategies on how to construct campus culture in combination with the spirit of the times. The main innovations of this study are as follows: first, it points out the campus culture, including material culture, institutional culture and spiritual culture, which is identified by vision. There is a one-to-one corresponding relationship in the structure of brand recognition between behavior recognition and concept recognition, which lays a theoretical foundation for the construction of higher vocational brand from the construction of campus culture. Secondly, combining with the spirit of the times, the discussion on campus harmonious culture has been added, which has injected new vitality factors into the study of campus culture construction. Thirdly, according to the existing research results of brand science, on the basis of fully discussing the essential attribute of higher vocational education and the opportunities and challenges it faces, this paper deeply studies the function, significance and construction strategy of campus culture.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G718.5

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