河南省高校品牌建设研究

发布时间：2018-11-22 15:36

【摘要】：随着我国社会主义市场经济的建立与逐渐完善，尤其是加入WTO后，，我国的教育市场和教育环境发生了重大变化，对我国教育的发展既是机遇也是挑战。而市场机制被引入教育领域，及我国高等教育改革的深入，使我国高等教育面临着国际国内的激烈竞争，各类型、各层次的高校必须面向市场，在竞争中求生存和发展。河南地处中原，人口多，底子薄，高等教育相对薄弱，教育结构不合理，高层次人才少，优质教育资源稀缺，高等教育综合实力明显落后于全国平均水平。根据十七大的“优先发展教育，建设人力资源强国”的战略部署，河南省高等院校作为我国高等教育重要组成部分的自然也必须参与到竞争中来，在竞争中增强自身的实力，获得发展的动力。虽然河南省的高等院校实现了快速发展，取得了不小的成绩，也为我国高等教育的发展做出了积极贡献，然而面对激烈的竞争，如何在办学过程中克服自身的不足，发挥自身的的优势，在竞争中获得主动、在教育市场中争取一席之地是其发展中必须面对和解决的问题。本文通过实施品牌战略，加强内涵建设，突出自身的特色和优势，为河南高等教育的可持续发展提供借鉴。本文主要分为以下四个部分进行研究：第一部分，绪论。阐述了本课题研究的背景、目的、意义及研究方法第二部分，高校品牌的内涵分析。本部分从品牌的涵义入手探讨了高校品牌的定义以及高校品牌的构成要素。第三部分，河南省高校品牌建设的现状分析。深入分析了河南省高校品牌建设的现状、存在的问题。第四部分，河南省高校品牌建设途径。从品牌定位、品牌建设、品牌传播三个角度，探讨了河南省品牌建设的途径和措施。
[Abstract]:With the establishment and gradual improvement of our socialist market economy, especially after China's entry into WTO, the educational market and educational environment of our country have undergone great changes, which is not only an opportunity but also a challenge to the development of education in our country. The market mechanism has been introduced into the field of education, and the reform of higher education in our country has made our higher education face fierce competition at home and abroad. Colleges and universities of all types and levels must face the market and seek survival and development in the competition. Henan is located in the Central Plains, with a large population, a weak foundation, relatively weak higher education, unreasonable educational structure, few high-level talents, scarce high-quality educational resources, and the comprehensive strength of higher education obviously lags behind the national average. According to the strategic plan of "giving priority to developing education and building a powerful country in human resources" of the 17th National Congress of the CPC, colleges and universities in Henan Province, as an important part of higher education in our country, naturally must participate in the competition and enhance their own strength in the competition. Gain momentum for development. Although the institutions of higher learning in Henan Province have achieved rapid development, made great achievements and made positive contributions to the development of higher education in our country, however, in the face of fierce competition, how to overcome their own shortcomings in the process of running a school, It is necessary to face and solve the problems in its development by giving play to its own advantages, gaining initiative in the competition and striving for a place in the education market. Through the implementation of brand strategy, strengthening the connotation construction, highlighting its own characteristics and advantages, this paper provides a reference for the sustainable development of Henan higher education. This paper is divided into the following four parts: the first part, introduction. This paper expounds the background, purpose, significance and research method of this research. The second part, the connotation analysis of university brand. This part discusses the definition of university brand and its constituent elements from the meaning of brand. The third part, Henan Province university brand construction present situation analysis. This paper analyzes the current situation and existing problems of brand construction in colleges and universities in Henan Province. The fourth part, Henan Province university brand construction way. From three angles of brand positioning, brand construction and brand communication, this paper discusses the ways and measures of brand construction in Henan province.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G649.1

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