FL职业技术学院品牌建设研究
发布时间：2019-02-24 10:28
【摘要】： 品牌是一所高职院校精神、文化、实力的综合象征,成功的院校无一不把品牌建设和推广,视为学院发展的重要环节,建立了各具特色的品牌建设战略。近年来,伴随着我国高等职业教育的快速发展,学校数量和在校生人数都占了我国高等院校的半壁江山,担负着为我国培养高技能、实用性人才的重任。但我国高职教育起步晚,在品牌建设的认识上和具体实施过程中还存在一些问题。比如,定位不准,高职院校在我国是一种非营利性组织,在明确自身条件和发展优势,确立自身地位、服务目标以及未来发展方向上认识模糊;品牌观念停留在口头上,没有深刻理解品牌对于高职院校的实际意义就是实现差异化发展:没有有效地品牌传播途径,对外界接触少,不善于与媒体打交道等。因此,应加强高职院校的品牌建设的差异化,即加强内部管理,强化师资队伍,提升办学实力;树立品牌意识,实施品牌计划,建立有效品牌传播途径,创建富有自身特色的院校品牌,把品牌建设作为当前高职院校进行职业教育改革和发展的重要手段和有效途径。 本文以FL职业技术学院为对象,在分析问题和总结经验的基础上,提出了具体的品牌建设方案。一是准确定位:二是明确品牌建设的内容,包括领导班子建设、制度建设、师资队伍建设、专业课程建设、校园环境建设;三是强化品牌传播,包括与政府、驻地民众、媒体和企业的沟通;最后是落实保障措施。
[Abstract]:Brand is a comprehensive symbol of the spirit, culture and strength of a higher vocational college. All the successful colleges regard the brand construction and promotion as an important link in the development of the college, and have established their own brand construction strategy with their own characteristics. In recent years, with the rapid development of higher vocational education in China, the number of schools and the number of students in colleges and universities account for half of China's institutions of higher learning, shouldering the important task of cultivating high-skilled and practical talents for our country. However, higher vocational education in our country started late, and there are still some problems in the cognition of brand construction and the concrete implementation process. For example, the positioning of higher vocational colleges in China is a kind of non-profit organizations, in clear their own conditions and development advantages, establish their own status, service objectives and future development direction is vague; The brand concept stays in the verbal, does not have the profound understanding brand to the higher vocational college actual significance is realizes the differentiation development: does not have the effective brand dissemination way, to the outside world contact less, is not good at dealing with the media and so on. Therefore, we should strengthen the differentiation of brand construction in higher vocational colleges, that is, strengthen the internal management, strengthen the teaching staff, and enhance the strength of running a school; Setting up brand consciousness, carrying out brand plan, establishing effective brand communication way, creating college brand with its own characteristics, taking brand construction as an important means and effective way for vocational education reform and development in vocational colleges and universities at present. Taking FL Vocational and Technical College as the object, this paper puts forward a concrete brand construction scheme based on the analysis of the problems and the summing up of experience. First, accurate positioning: second, make clear the content of brand building, including leadership group construction, system construction, teachers construction, professional curriculum construction, campus environment construction; Third, strengthen brand communication, including communication with government, resident people, media and enterprises; finally, implement safeguard measures.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G718.5
本文编号：2429462
[Abstract]:Brand is a comprehensive symbol of the spirit, culture and strength of a higher vocational college. All the successful colleges regard the brand construction and promotion as an important link in the development of the college, and have established their own brand construction strategy with their own characteristics. In recent years, with the rapid development of higher vocational education in China, the number of schools and the number of students in colleges and universities account for half of China's institutions of higher learning, shouldering the important task of cultivating high-skilled and practical talents for our country. However, higher vocational education in our country started late, and there are still some problems in the cognition of brand construction and the concrete implementation process. For example, the positioning of higher vocational colleges in China is a kind of non-profit organizations, in clear their own conditions and development advantages, establish their own status, service objectives and future development direction is vague; The brand concept stays in the verbal, does not have the profound understanding brand to the higher vocational college actual significance is realizes the differentiation development: does not have the effective brand dissemination way, to the outside world contact less, is not good at dealing with the media and so on. Therefore, we should strengthen the differentiation of brand construction in higher vocational colleges, that is, strengthen the internal management, strengthen the teaching staff, and enhance the strength of running a school; Setting up brand consciousness, carrying out brand plan, establishing effective brand communication way, creating college brand with its own characteristics, taking brand construction as an important means and effective way for vocational education reform and development in vocational colleges and universities at present. Taking FL Vocational and Technical College as the object, this paper puts forward a concrete brand construction scheme based on the analysis of the problems and the summing up of experience. First, accurate positioning: second, make clear the content of brand building, including leadership group construction, system construction, teachers construction, professional curriculum construction, campus environment construction; Third, strengthen brand communication, including communication with government, resident people, media and enterprises; finally, implement safeguard measures.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G718.5
【引证文献】
相关硕士学位论文 前3条
1 刁俊;试论民办高职院校教育品牌的构建[D];复旦大学;2010年
2 胡永锋;H职业技术学院教学质量品牌建设的研究[D];河北工业大学;2010年
3 欧莹;ZC学院品牌建设研究[D];广东工业大学;2012年
，本文编号：2429462
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