民办高校品牌经营研究

发布时间：2018-01-31 19:17

本文关键词： 民办高校品牌经营品牌定位品牌识别品牌传播　出处：《江西师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：改革开放30多年来，我国民办高等教育获得了良好的发展，取得了巨大的成就。学术界关于民办高教的研究也获得了丰富的成果，其中有关民办高校品牌的研究是近年来的热点之一，学者们的研究大都集中在民办高校品牌的建设、意义及途径等方面，少有对民办高校品牌建设的过程进行深入研究，这不能不说是一个遗憾。本文基于经济学领域的品牌经营理论，从典型案例入手，分析我国民办高校品牌经营的整个过程，探讨民办高校品牌经营的现状问题，在此基础上依据品牌经营理论提出民办高校品牌经营的策略建议，以期能对我国民办高校品牌经营的实践有所助益。本文认为，民办高校品牌经营是基于品牌的构成要素以及民办高校的自身特点，对其进行有效的整合与构建的，以特色定位为原则，以教育、科研、服务为载体，以网络、媒体等为传播渠道，塑造民办高校品牌的良好形象联想，形成民办高校的品牌特色。它包括品牌定位、品牌识别和品牌传播三个主要方面。品牌经营的正确路径应该是从品牌定位着手，在明确的定位基础上建立品牌识别和品牌传播。本文总共分为五章。第一章绪论部分是对本文研究问题、研究意义和研究方法的提出，并对前人的研究进行分析总结。第二章论述民办高校品牌经营的理论，其中包括对相关概念的简单界定和本文核心概念及理论的构建。第三章的论述分析了以江西服装学院为例的民办高校品牌经营的现状，笔者主要从品牌定位、品牌识别和品牌传播三方面对江西服装学院的品牌经营现状进行梳理。第四章是本文的策略研究部分，本章主要目的在于解决民办高校品牌经营的现状问题。最后一章是对本文的一个概括性的总结，本文认为民办高校品牌经营就是以品牌经营等为主要理论依据，以所处的市场经济为时代背景，学校以变革和创新自身的发展思路为目标，，即遵循高等教育的发展规律，又遵守市场经济的发展轨迹。
[Abstract]:Since the reform and opening up for more than 30 years, private higher education in our country has obtained good development and great achievements, and the academic research on private higher education has also obtained rich results. Among them, the research on the brand of private universities is one of the hot spots in recent years. Scholars mostly focus on the construction, significance and ways of the brand of private colleges and universities. It is a pity to study the process of brand construction in private colleges and universities. Based on the theory of brand management in the field of economics, this paper starts with typical cases. This paper analyzes the whole process of brand management in private colleges and universities in China, probes into the present situation of brand management in private colleges and universities, and puts forward the strategic suggestions on brand management of private colleges and universities based on the theory of brand management. It is expected to be helpful to the practice of brand management in private colleges and universities in China. This paper holds that the brand management of private colleges and universities is based on the constituent elements of the brand and the characteristics of private colleges and universities, which are effectively integrated and constructed, with the principle of characteristic orientation, education and scientific research. Service as the carrier, network, media as the communication channel, shaping the good image association of the brand of private colleges and universities, forming the brand characteristics of private colleges and universities, including brand positioning. The correct path of brand management should be to establish brand identity and brand communication on the basis of clear positioning. This paper is divided into five chapters. The first chapter is the introduction of the research issues, research significance and research methods, and the analysis of previous studies. The second chapter discusses the theory of brand management in private colleges and universities. It includes the simple definition of the related concepts and the construction of the core concepts and theories. Chapter three discusses and analyzes the current situation of brand management of private colleges and universities taking Jiangxi Institute of clothing as an example. The author mainly analyzes the brand positioning from the point of view of brand positioning. Brand identification and brand communication three aspects of Jiangxi Institute of clothing to comb the status of brand management. Chapter 4th is the strategic part of this paper. The main purpose of this chapter is to solve the current situation of brand management in private colleges and universities. The last chapter is a summary of this paper, this paper thinks that brand management of private colleges and universities is based on brand management as the main theoretical basis. Taking the market economy as the background, the school aims at reforming and innovating its own development ideas, that is, following the development law of higher education and abiding by the development track of market economy.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G648.7

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