品牌管理视角下大学一流学科建设路径研究

发布时间：2018-03-25 15:40

本文选题：“双一流”建设　切入点：学科建设　出处：《南京航空航天大学》2017年硕士论文

【摘要】：建设世界一流大学与世界一流学科对于国家发展和社会进步的重要意义不言而喻,其中明确发展教育的根本目的在于提升人的素质和能力,为经济社会的发展服务是关键。延续此思路,在当前政策的支撑下,一流学科建设作为一流大学建设的基础和重点,如何建设出具有中国特色的“形”,具有高质量的“魂”的学科是当前学科建设的突破口和大方向。我国现有的学科建设模式存在着趋同化、口号化的态势,难以建设出特色,真正提高学科的质量水平。本文选择市场营销学中的品牌管理视角研究一流学科建设,利用营销学竞争这一核心要素实施学科的品牌管理,并引入品牌管理中的核心理论:基于顾客的品牌资产模型,对学科建设与品牌管理进行联结性分析,通过对学科品牌资产的管理,促其成长为学科竞争的绝对优势,最终形成学科特色。基于此视角,根据模型下的建立品牌识别、创造品牌意义、寻求正面的品牌响应、建立与顾客的品牌关系四个核心内容构造与学科建设环节的联结,并对应分析我国学科建设的现状。目前我国学科建设存在学科的品牌识别流于表面、学科的品牌意义单一且模式化、学科的品牌响应理念存在偏差以及学科的品牌关系趋于静态化这四个主要问题。通过梳理目前存在的问题,分析其原因,在此基础上,以学科的品牌资产为桥梁,从条理化的建立学科品牌识别、权衡学科建设的主次成分、构建内外信息之间的联动机制、灵活选择学科的“营销”策略以及深化学科品牌关系四个方面提出了对策建议。跨学科新视角,以期为“双一流”建设提供理论和实践上的借鉴。
[Abstract]:The importance of building world-class universities and disciplines for national development and social progress is self-evident, and it is clear that the fundamental purpose of developing education is to improve the quality and ability of people. It is the key to serve the development of economy and society. To continue this idea, under the support of current policy, the construction of first-class discipline is the foundation and focus of the construction of first-class universities. How to build "form" with Chinese characteristics and "soul" with high quality is the breakthrough and direction of current discipline construction. In this paper, we choose the brand management perspective in marketing to study the construction of first-class discipline, and use the core element of marketing competition to carry out the brand management of the discipline. It also introduces the core theory of brand management: based on the brand equity model of customers, analyzes the connection between discipline construction and brand management, and promotes its growth into the absolute advantage of discipline competition through the management of discipline brand assets. Based on this perspective, brand identification, brand significance, positive brand response, and the connection between the four core contents of the brand relationship with the customer and the discipline construction link are established. It also analyzes the current situation of discipline construction in our country. At present, there exists the brand recognition of discipline on the surface, and the brand significance of discipline is single and stylized. There are four main problems: the deviation of the concept of brand response and the tendency of static brand relationship of the discipline. Through combing the existing problems, analyzing the reasons, and taking the brand equity of the discipline as the bridge, From the establishment of discipline brand recognition, weigh the main and secondary components of discipline construction, construct the linkage mechanism between internal and external information, In order to provide theoretical and practical reference for the construction of "double first-class", four aspects of flexible choice of "marketing" strategy of discipline and deepening the relationship of subject brand are put forward in this paper, and a new cross-disciplinary perspective is put forward in order to provide theoretical and practical reference for the construction of "double first-class".
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G642.3

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