我国高校品牌构建策略研究

发布时间：2018-03-05 02:13

本文选题：品牌　切入点：高校品牌　出处：《长安大学》2013年硕士论文　论文类型：学位论文

【摘要】：品牌理论在企业中的运用由来已久，但在高校品牌建设方面还没有得到较好的运用。就目前形势来看，现代高等教育正逐渐从精英教育转向大众教育，特别是中国加入WTO以后，高等教育正在由卖方市场向买方市场转变，加上我国教育制度的改革和教育市场的日益开放，国外高校分别以各种办学方式抢占中国的高等教育市场，社会对高等教育质量的要求也越来越高，高校之间的竞争越来越激烈。要赢得竞争，必须整合教育资源，提高教育质量，提升学校形象，培育自己的品牌。因此，大学品牌的塑造对于大学自身的发展以及在高等教育市场中获取竞争优势都是极为必要的。创出自己的特色，把高校的品牌建设提升到学校发展的核心位置上。这对中国高校的未来发展具有至关重要的作用。本文基于这样一种背景，研究高等教育大众化形势下的高校品牌建设的内涵和意义，总结国内高校品牌建设中存在的问题，探索高校品牌的建设思路与途径。本文首先阐述了品牌和高校品牌的定义、特点和构成要素。其次从我国高校的实际情况出发，分析了我国高校品牌的国内外环境。通过分析得出我国高校品牌建设存在的一些问题，并对这些问题作归因分析。针对这些问题，结合相关资料得出构建策略：品牌校园、品牌师资、品牌学生以及品牌的国际化。最后，为品牌构建策略提供支撑体系，使得高校品牌在构建的过程中得到有利保障。这些分析研究利于增强我国高校提高品牌意识，实施品牌建设，，培育强势品牌具有较为重要的意义，并为其未来长期稳定的发展提供有益的思路。
[Abstract]:Brand theory has been used in enterprises for a long time, but it has not been applied well in the field of university brand construction. As far as the present situation is concerned, modern higher education is gradually shifting from elite education to mass education, especially after China's entry into WTO. Higher education is changing from the seller's market to the buyer's market. In addition, with the reform of our educational system and the increasing opening of the education market, foreign colleges and universities are occupying China's higher education market in various ways. In order to win the competition, it is necessary to integrate educational resources, improve the quality of education, enhance the image of the school and cultivate its own brand. The shaping of university brand is very necessary for the development of university itself and the gain of competitive advantage in the market of higher education. It is very important for the future development of Chinese universities to promote the brand building of universities to the core position of school development. This paper is based on this kind of background. This paper studies the connotation and significance of university brand construction under the situation of popularization of higher education, summarizes the problems existing in the brand construction of domestic colleges and universities, and probes into the ideas and ways of university brand construction. This paper first describes the definition, characteristics and elements of brand and university brand. Secondly, from the actual situation of colleges and universities in China, This paper analyzes the domestic and foreign environment of university brand in our country. Through the analysis, some problems existing in the brand construction of colleges and universities in our country are obtained, and the attribution analysis of these problems is made. In view of these problems, combined with the relevant data, the construction strategy is obtained: brand campus, Brand teachers, brand students and brand internationalization. Finally, to provide a support system for brand building strategy, so that the university brand in the process of building a favorable protection. These analysis and research are helpful to enhance the brand consciousness, implement brand construction and cultivate strong brand in colleges and universities of our country, and provide beneficial ideas for its long-term and stable development in the future.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G647

【引证文献】