莆田学院品牌战略研究

发布时间：2018-06-06 18:16

本文选题：高校 + 品牌战略　；参考：《华侨大学》2013年硕士论文

【摘要】：随着高等教育飞速发展，高校之间的竞争愈来愈激烈，高校的办学自主权也逐渐在扩大。新建地方本科高校在发展过程中由于存在着某些先天不足，这类学校如何在当今激烈的竞争中占有一席之地成为高等教育界关注的热点和焦点问题之一。本文引进企业经营管理领域中的品牌理论，，提出了塑造大学品牌，实施品牌战略是新建地方本科高校莆田学院今后快速、健康发展的一条新路子。本文共分六个部分。第一章引言，介绍该研究产生之背景，阐述研究的价值和意义，以及研究的内容和方法，为下面的论述奠定理论基础。第二章是相关基础理论的介绍和概念的界定，综述目前国内外该课题已经完成的研究成果。第三章阐述了新建地方本科高校实施品牌战略的意义与现状。首先分析新建地方本科高校办学的共性，基础相对薄弱。新建地方本科高校实施品牌战略有其特殊的方面，必须学会错位发展。实施品牌战略，有利于加快学校管理体制的改革；有利于整合校内外教学资源，有助于提升学校声誉，吸引更多优秀人才加盟；有助于吸引优秀生源，有助于毕业生就业。第四章分析了莆田学院品牌战略的实施途径。主要从四个方面进行阐述:准确定位是学校品牌战略的基础；创立特色是学校品牌战略的关键，提高质量是学校品牌战略的核心，品牌推广是高校实施品牌战略的必需。第五章是莆田学院实施品牌战略的实践，这部分主要以莆田学院实施品牌战略的实践为研究对象分析了莆田学院实施品牌战略的措施。第六章结束语，概括本文的主要内容和观点。
[Abstract]:With the rapid development of higher education, the competition between universities is becoming more and more fierce, and the autonomy of running schools is gradually expanding. Due to some inherent defects in the development of newly-built local undergraduate universities, how to occupy a place in the fierce competition has become one of the hotspots and focal issues in the field of higher education. This paper introduces the brand theory in the field of enterprise management and puts forward that creating university brand and implementing brand strategy are a new way for the rapid and healthy development of Putian College of Newly-built Local Universities in the future. This paper is divided into six parts. The first chapter introduces the background of the research, the value and significance of the study, and the contents and methods of the study, which lays a theoretical foundation for the following discussion. The second chapter is the introduction of relevant basic theories and the definition of concepts. The third chapter expounds the significance and present situation of brand strategy in newly-built local colleges and universities. First of all, it analyzes the generality of the new local undergraduate colleges and universities, and the foundation is relatively weak. Brand strategy of newly-built local undergraduate colleges and universities has its special aspects, it must learn dislocation development. The implementation of brand strategy is conducive to speeding up the reform of the school management system, to integrating teaching resources inside and outside the school, to promoting the reputation of the school, to attracting more excellent talents, and to attracting excellent students and graduates to obtain employment. The fourth chapter analyzes the implementation of Putian University brand strategy. This paper mainly expounds from four aspects: accurate positioning is the foundation of school brand strategy, establishing characteristic is the key of school brand strategy, improving quality is the core of school brand strategy, and brand promotion is the necessity of carrying out brand strategy in colleges and universities. The fifth chapter is the practice of implementing brand strategy in Putian University. This part mainly analyzes the measures of implementing brand strategy in Putian University with the practice of brand strategy as the research object. The sixth chapter concludes the main contents and viewpoints of this paper.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G647

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