我国民办高校品牌战略研究

发布时间：2018-10-13 20:28

【摘要】：经济学中的定位理论、核心竞争力理论、附加值理论,让我们认识到了品牌在企业中的核心价值,民办高校品牌战略正是基于这些理论而产生的。品牌战略即是对品牌建设各要素的整合。当前,对我国的大多数民办高校来说,实施品牌战略有利于高素质人才的培养,可以为学校的发展赢得广阔市场,为学校受众的选择与识别带来方便。近几年来,我国民办高校的品牌战略取得一些成果,如学校网站建设趋于完善、招生宣传手段丰富多样、对外合作日益加强等。但与此同时,民办高校品牌战略还存在着内部、外部的诸多问题,如民办高校生存环境不稳定、民办高校品牌建设过程中的盲目模仿、民办高校办学者品牌意识缺乏、品牌定位不当、品牌缺乏文化内涵、民办高校内部运行机制的制约等。如果再进一步剖析现存的问题,可将其原因归为政府、学校、社会三个层面。为应对这些问题,本研究提出了民办高校品牌战略的六点措施,即认识品牌效应,树立品牌意识：合理定位,做好长期规划；理顺各方关系,营造良好环境；加强学科建设,培育特色专业；走国际化战略,打造知名品牌；培育独特大学文化,充实品牌内核。
[Abstract]:The positioning theory, the core competence theory and the added value theory in economics make us realize the core value of the brand in the enterprise. The brand strategy of the private colleges and universities is based on these theories. Brand strategy is the integration of various elements of brand building. At present, for most private colleges and universities in China, the implementation of brand strategy is conducive to the cultivation of high-quality talents, can win a broad market for the development of the school, and bring convenience to the choice and identification of the school audience. In recent years, the brand strategy of private colleges and universities in our country has made some achievements, such as the construction of school website tends to perfect, the means of enrollment propaganda is rich and diverse, and the cooperation with foreign countries is strengthened day by day, etc. But at the same time, there are many internal and external problems in the brand strategy of private colleges and universities, such as unstable living environment, blind imitation in the process of brand construction, lack of brand consciousness of scholars in private colleges and universities. Improper brand positioning, brand lack of cultural connotation, private colleges and universities internal operating mechanism constraints. Further analysis of the existing problems can be attributed to the three levels of government, schools and society. In order to deal with these problems, this study puts forward six measures of brand strategy in private colleges and universities, that is, to recognize the brand effect, to establish brand consciousness, to make good long-term planning, to straighten out the relationship between the parties, to create a good environment, to strengthen the discipline construction, Cultivate specialty with characteristics; take international strategy to create famous brand; cultivate unique university culture and enrich brand core.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G648.7

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