民办高校烟台南山学院品牌战略研究

发布时间：2018-01-24 14:42

本文关键词： 民办高校烟台南山学院品牌战略　出处：《山东师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：中国教育的跨越式发展为世界瞩目。随着高等教育大众化程度的提高，中国教育逐步呈现出多元化的格局，在办学体制改革、教育投资结构变迁和教育全球化趋势的推动下，公众的视线已然被高等教育所吸引。民办高校因其体制与机制的优势展现出旺盛的生命力，已呈现出一派欣欣向荣的景象。繁荣的背后也应该看到民办高校发展过程中暴露出了一些如品牌定位不清、核心竞争力不强、办学目光短浅的问题。民办高校要想在竞争激烈的高等教育市场中生存和发展，必须全面引入竞争机制，学习企业，面向市场，树立品牌意识、营销意识，逐步塑造自己的特色品牌，进而成为知名民办高校，以期发挥名牌效应，凝聚优势资源，提升竞争力。烟台南山学院是由国家大型民营企业南山集团投资36.5亿元兴办、教育部批准的普通本科高等院校。在同类民办高校中脱颖而出，形成了一定的品牌效应。本文在对品牌战略的基本理论研读的基础上，解读民办高校的品牌战略，以烟台南山学院为例，阐述了南山学院品牌战略的内容及在实施品牌战略过程中面临的机遇与制约因素，并提出了完善品牌战略的若干策略。期望能为路径相似的其他民办高校的发展提供借鉴意义。本论文分为五个部分:第一部分是绪论，阐述了选题背景及研究意义、国内外理论研究现状、本文的研究内容和方法及创新和不足；第二部分是民办高校实施品牌战略的理论基础，界定了品牌的概念，品牌战略的内容，重点阐述了民办高校品牌战略的内涵及民办高校实施品牌战略的意义；第三部分详细解读烟台南山学院实施品牌战略的内容，包括南山学院品牌定位及品牌战略在校园文化建设、专业设置与课程建设、师资队伍建设、科研工作、双证书教育品牌、校际交流与合作和就业品牌方面体现；第四部分是烟台南山学院实施品牌战略面临的机遇与制约因素，机遇方面从政策、市场需求、投资主体和自身的体制机制优势入手，制约因素主要来自社会歧视、生源与就业市场的压力和师资队伍结构不合理三方面；第五部分，提出了烟台南山学院完善品牌战略的若干对策，主要阐述了三个策略，，打造知名教育品牌、名师策略和品牌营销；第六部分，总结。
[Abstract]:With the improvement of the popularization of higher education , China ' s education has become more and more attractive . With the popularization of higher education , China ' s education has become more and more attractive . In the course of running the system reform , the structure of education investment structure and the trend of educational globalization , the public ' s sight has been attracted by higher education . Yantai Nanshan College is a national large - scale private enterprise , Nanshan Group invested RMB 36.500 million , the Ministry of Education approved the general undergraduate higher education . In the same kind of privately - run colleges and universities stand out , has formed a certain brand effect . Based on the study of the basic theory of brand strategy , this paper interprets the brand strategy of private colleges and universities , taking Yantai Nanshan College as an example , expounds the content of the brand strategy of Nanshan College and the opportunities and constraints faced during the implementation of the brand strategy , and puts forward some strategies to perfect the brand strategy . It is expected to provide reference for the development of other privately - run colleges and universities similar to the path . This thesis is divided into five parts : the first part is the introduction , the background of the selection and the significance of the research , the research contents and methods of the brand strategy and the significance of the implementation of the brand strategy at home and abroad ; the second part is the content of the brand strategy in the private colleges and universities ; the fourth part is the policy , the market demand , the dual - certificate education brand , the inter - school communication and the cooperation and the job brand ;

【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G647

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