高职院校形象要素研究

发布时间：2018-01-29 06:32

本文关键词： 高职形象高职形象要素高职形象要素传播　出处：《上海师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：高等职业教育不仅是我国高等教育的重要组成部分，还是我国职业教育的龙头，担负着培养输送社会紧缺的高技能人才的历史重任。然而当前高职教育的社会认同感仍然较低，学生择校或用人单位招聘时，高职院校往往是无奈的选择。另外，在高等教育产业化的趋势下，教育市场日趋激烈，高职院校必须有所提升才能脱颖而出。高职院校形象是社会公众对高职院校的整体印象和评价，是十分珍贵的无形资产，也是体现学校竞争实力的重要因素之一。提高高职形象有利于高职院校在教育市场脱颖而出，有利于高职教育的社会认同感，有利于高职院校更好的肩负起培养高技能人才的历史重任。首先，本文在吸收前人研究成果的基础上，尝试从高职形象要素入手，提炼对高职形象影响较大的高职形象要素，并加以分析，从解构的角度重新认识高职形象，从而得到对高职形象更细致和更深刻的判断。本论文认为高职形象可分为行为形象要素、理念形象要素、环境形象要素和视觉形象要素四类。其次，结合传播学理论，，研究高职形象要素受媒体关注的情况。再次基于CIS理论和相关传播媒介理论探讨高职形象传播存在的问题，并提出提高高职院校形象的对策建议。最后反思论文撰写过程中的不足。
[Abstract]:Higher vocational education is not only an important part of higher education in China, but also the leading part of vocational education in China. It is a historical task to train and transport highly skilled talents in short supply of society. However, the social identity of higher vocational education is still low, when students choose schools or employers recruit. In addition, under the trend of industrialization of higher education, the education market is becoming more and more fierce, so higher vocational colleges must improve to stand out. The image of higher vocational colleges is the public's overall impression and evaluation of higher vocational colleges, and it is a very precious intangible asset. It is also one of the important factors to reflect the competitive strength of the school. Improving the image of higher vocational education is conducive to the emergence of higher vocational colleges in the education market and the social identity of higher vocational education. It is beneficial for higher vocational colleges to shoulder the historical responsibility of cultivating high-skilled talents. First of all, on the basis of absorbing the previous research results, this paper tries to extract and analyze the factors of higher vocational image that have a great impact on the image of higher vocational education. From the perspective of deconstruction to re-understand the image of higher vocational education, so as to obtain a more detailed and more profound judgment of the image of higher vocational education. This paper holds that the image of higher vocational education can be divided into behavioral image elements and conceptual image elements. Environmental image elements and visual image elements of four categories. Secondly, combined with the theory of communication. Thirdly, based on the CIS theory and the related media theory, this paper discusses the problems existing in the communication of higher vocational image. The author also puts forward the countermeasures and suggestions to improve the image of higher vocational colleges. Finally, it reflects on the shortcomings in the process of writing papers.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G718.5

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