高等学校教育服务品牌内化概念模型研究及实现
发布时间：2019-04-17 13:42
【摘要】： 随着世界知识经济的快速发展,国家对人才的需求也迅速增加,对高等教育也提出了更高的要求。在高等教育大众化的进程中,高等学校如何在竞争中塑造强势品牌,增强自身的竞争力,完成国家赋予的使命,已是当务之急。高等学校教育品牌内化的目的正是为了从高校内部建设教育品牌,增强高校的核心竞争力。然而目前已有的研究中却几乎没有论及高等学校教育品牌内化,研究的主题主要集中在高等学校品牌理论、高等教育营销理论。因此,本研究具有一定的创新性。 本研究在充分吸收了高等学校教育品牌理论和高等教育营销理论成果的基础上,采用内部营销的方式,从建设高等学校教育品牌的视角研究高等学校教育品牌的内化。主要研究内容如下: 第一,论述我国高等教育发展的背景,分析高等教育品牌内化的必要性。 第二,回顾国内外学者关于服务品牌内化的研究成果,在服务品牌内化概念模型的基础上研究高等学校教育品牌内化的概念模型,该模型由高等学校教育品牌识别、高等学校教育品牌培训、高等学校教育品牌沟通、高等学校教育品牌贡献激励、高等学校教育品牌授权、高等学校组织机构、高校教师与学生参与意识和高校教师与学生参与行为八个纬度构成,并研究这八个纬度之间的相互关系。 第三,在高等学校教育品牌内化概念模型的基础上,研究如何将该模型具体化。主要从高等学校教育品牌识别、高等学校教育品牌培训、高等学校教育品牌沟通、高等学校教育品牌贡献激励、高等学校教育品牌授权、高等学校组织机构六个方面研究该模型的具体实施。
[Abstract]:With the rapid development of the world's knowledge economy, the country's demand for talents has increased rapidly, and higher requirements for higher education are also put forward. In the process of the popularization of higher education, how to build a strong brand in the competition, to enhance its competitiveness, and to complete the mission of the state, it is an urgent matter. The purpose of the internalization of the education brand of higher education is to build the education brand from the interior of the university and enhance the core competitiveness of the university. However, in the current research, there is little on the internalization of the education brand of higher education, the subject of the study is mainly focused on the brand theory of higher education and the marketing theory of higher education. Therefore, this research has a certain innovation. This study, based on the full absorption of the theory of higher education and the theoretical results of higher education marketing, adopts the way of internal marketing, and studies the education brand of higher education from the perspective of the construction of the education brand of higher education institutions. Internalization of the main research The first part is to discuss the background of the development of higher education in our country and to analyze the higher education products. On the basis of the concept model of the internalization of service brand, the concept model of the internalization of the education brand of higher education is studied based on the concept model of the internalization of the service brand, and the model is recognized by the education brand of higher education The training of the education of higher education, the communication of the higher education brand, the incentive of the contribution of the higher education brand, the authorization of the education brand of the higher education, the organization of the institutions of higher learning, the participation of the university and the students and the participation of the university and the students in the eight latitudes, and the study of this The relationship between the eight latitudes. Third, the conceptual model of the internalization of the educational brand of higher education On the base, how to embody the model is mainly studied from the brand recognition of the education of higher education, the training of the college education brand, the communication of the education brand of the higher education, the incentive of the contribution of the education brand of the higher education, the authorization of the education brand of the higher education and the organization of the higher education institution.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G647
本文编号：2459503
[Abstract]:With the rapid development of the world's knowledge economy, the country's demand for talents has increased rapidly, and higher requirements for higher education are also put forward. In the process of the popularization of higher education, how to build a strong brand in the competition, to enhance its competitiveness, and to complete the mission of the state, it is an urgent matter. The purpose of the internalization of the education brand of higher education is to build the education brand from the interior of the university and enhance the core competitiveness of the university. However, in the current research, there is little on the internalization of the education brand of higher education, the subject of the study is mainly focused on the brand theory of higher education and the marketing theory of higher education. Therefore, this research has a certain innovation. This study, based on the full absorption of the theory of higher education and the theoretical results of higher education marketing, adopts the way of internal marketing, and studies the education brand of higher education from the perspective of the construction of the education brand of higher education institutions. Internalization of the main research The first part is to discuss the background of the development of higher education in our country and to analyze the higher education products. On the basis of the concept model of the internalization of service brand, the concept model of the internalization of the education brand of higher education is studied based on the concept model of the internalization of the service brand, and the model is recognized by the education brand of higher education The training of the education of higher education, the communication of the higher education brand, the incentive of the contribution of the higher education brand, the authorization of the education brand of the higher education, the organization of the institutions of higher learning, the participation of the university and the students and the participation of the university and the students in the eight latitudes, and the study of this The relationship between the eight latitudes. Third, the conceptual model of the internalization of the educational brand of higher education On the base, how to embody the model is mainly studied from the brand recognition of the education of higher education, the training of the college education brand, the communication of the education brand of the higher education, the incentive of the contribution of the education brand of the higher education, the authorization of the education brand of the higher education and the organization of the higher education institution.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G647
【引证文献】
相关硕士学位论文 前2条
1 娄自强;市场营销理论在山东民办高等学校发展中的应用[D];山东师范大学;2011年
2 尤佳佳;我国烟草商业企业服务品牌建设研究[D];北京交通大学;2010年
，本文编号：2459503
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