高等职业院校品牌专业打造研究

发布时间：2018-05-26 04:58

本文选题：高职院校 + 专业　；参考：《广西师范学院》2017年硕士论文

【摘要】：在国家政策的引导和扶持下,我国高职教育发展迅猛,高职教育市场竞争日益白热化,在市场竞争压力的驱使下高职院校实施品牌战略走非对称性竞争道路已势在必行。品牌专业打造是高职院校实施品牌化战略的核心组成部分,是高职院校提升社会服务能力关键着力点,打造出生命力旺盛的品牌专业既符合高职院校自身发展的现实需求,又是增强高等职业教育吸引力的重要手段。本研究参照商业领域品牌打造流程,理清了高职院校品牌专业打造思路,明确了品牌专业打造的内容,针对不同打造阶段和不同的打造内容提出了相应的打造策略。希望以此能为高等职业院校品牌专业打造活动提供一定理论指导和实践借鉴。本研究由六个部分组成,第一部分阐述了选题的缘由及意义,并对当前国内外研究现状进行了梳理,对当前我国高职院校品牌专业打造的价值、模式、困境及国外当前品牌专业打造的现状进行了研究。第二部分夯实了高职院校品牌专业打造的理论基础,深入的论述了教育品牌理论以及教育营销理论,为高职院校进行品牌专业打造活动提供了理论依据。第三部分明晰了高职院校品牌专业的特点以及构成要素,明确了高职院校品牌专业打造内容,为提升品牌专业打造活动的针对性和有效性创设条件;第四部分主要从学生、学校和社会三个层面论述了高职院校实施品牌专业打造活动的必要性。第五部分全面剖析了高职院校在品牌专业打造过程中存在的问题,针对问题从学校、市场、国家三个层面进行原因剖析。第六部分主要是以问题为导向提出打造策略。主要参照商业领域品牌打造的流程确定品牌专业打造流程,以专业定位、专业内部打造和专业市场推广促成专业品牌形成,以专业品牌维护巩固专业市场地位,以专业品牌扩展提升专业市场生命力。
[Abstract]:With the guidance and support of national policies, higher vocational education in China is developing rapidly, and the market competition of higher vocational education is becoming increasingly fierce. Under the pressure of market competition, it is imperative for higher vocational colleges to implement brand strategy and take the road of asymmetric competition. Brand specialty building is the core part of implementing brand strategy in higher vocational colleges, and it is the key point of promoting social service ability, and creating a brand specialty with exuberant vitality conforms to the actual needs of the development of higher vocational colleges. It is also an important means to enhance the attraction of higher vocational education. Referring to the process of brand building in the commercial field, this study clarifies the thinking of brand specialty in higher vocational colleges, clarifies the content of brand specialty, and puts forward corresponding strategies for different building stages and different content. I hope this can provide some theoretical guidance and practical reference for brand-building activities in higher vocational colleges and universities. This research is composed of six parts. The first part expounds the reason and significance of the topic, and combs the current domestic and foreign research situation, the value and mode of brand specialty creation in the current higher vocational colleges in our country. The predicament and the present situation of foreign brand specialty creation are studied. The second part compacts the theoretical foundation of brand specialty creation in higher vocational colleges, discusses the educational brand theory and educational marketing theory in depth, and provides the theoretical basis for the brand specialty building activities in higher vocational colleges. The third part clarifies the characteristics and constituent elements of brand specialty in higher vocational colleges, clarifies the content of brand specialty in higher vocational colleges, and establishes the conditions for improving the pertinence and effectiveness of brand specialty creation activities; the fourth part mainly focuses on the students. This paper discusses the necessity of implementing brand-building activities in higher vocational colleges from three aspects of school and society. The fifth part comprehensively analyzes the problems existing in the process of brand specialty building in higher vocational colleges, and analyzes the reasons from three aspects of school, market and country. The sixth part is the problem-oriented strategy. Mainly referring to the process of brand building in the commercial field, we can determine the process of making brand specialty, make professional orientation, make professional internal building and promote professional market to promote the formation of professional brand, and consolidate the professional market position with professional brand maintenance. Expand the professional brand to enhance the vitality of the professional market.
【学位授予单位】：广西师范学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G712.3

【参考文献】