高职院校品牌信用影响因素研究

发布时间：2018-06-14 19:05

本文选题：高职院校 + 品牌信用　；参考：《苏州大学》2013年硕士论文

【摘要】：品牌是市场的产物，我们生活于品牌时代，在社会各领域品牌的价值日益凸显，教育市场也不例外。随着我国高等教育从精英化到大众化教育时代的到来，社会对高等教育的要求越来越高，各高校之间的竞争越来越激烈，为了在日趋激烈的教育市场竞争中占有一席之地，树立强势品牌是各高校寻求发展的必由之路。尤其对于高职院校来说，本科院校的不断扩招严重挤压着高职院校的生源，，再加之高职院校本身不注重培育学校品牌、品牌意识淡薄、学校定位不明确等一系列问题，使高职院校面临着来自教育市场的更加严峻的挑战。提高品牌信用是树立强势品牌的核心内容，高职院校想要获得长远的发展，就必须要提高学校的品牌信用，注重自身的品牌建设。因此，研究影响高职院校的品牌信用的因素，能够为提高高职院校的品牌信用提供有力的依据，具有重大的研究意义。本文共分五个部分：第一部分绪论，主要阐述了研究的背景，研究目的、意义，研究的思路和方法，以及本论文的创新点，并且梳理了关于品牌的文献研究成果。第二部分理论依据，主要论述了高职院校品牌信用的理论基础：品牌经济学理论、品牌信用理论。并且对论文中涉及的主要概念进行了界定。第三部分研究模型的建构。通过借鉴已有研究，以及作者进行的问卷和访谈获得的资料，构建高职院校品牌信用影响因素的测评模型，并通过问卷调查的方式，对苏南地区四所高职院校的在校学生进行实证研究。利用spss13.0统计软件，采用因子分析方法，对测评模型进行优化，并最终形成高职院校品牌信用影响因素测评模型。第四部分研究数据的测评与分析。利用spss13.0统计软件，采用描述性统计分析、差异性分析等方法对问卷调查中的数据进行统计分析，验证了本论文中提出的假设，并从学校软件条件、学校对外宣传等方面为高职院校提高品牌信用提出针对性的建议。第五部分结论与展望。主要对本论文的研究结论进行总结和讨论，并提出了本论文研究存在的局限性问题，为接下来的进一步研究提出建议。
[Abstract]:Brand is the product of market, we live in the era of brand, the value of brand in all fields of society is increasingly prominent, education market is no exception. With the coming of higher education in our country from elite to popular education, the demand for higher education is becoming higher and higher, and the competition among colleges and universities is becoming more and more fierce. In order to occupy a place in the increasingly fierce competition in the education market, Establishing a strong brand is the only way for colleges and universities to seek development. Especially for higher vocational colleges, the continuous expansion of undergraduate colleges seriously squeezes the student resources of higher vocational colleges, in addition, higher vocational colleges themselves do not pay attention to cultivating school brand, brand awareness is weak, school positioning is not clear and a series of problems. Higher vocational colleges are facing more severe challenges from the education market. To improve brand credit is the core content of establishing a strong brand. If higher vocational colleges want to obtain long-term development, they must improve their brand credit and pay attention to their own brand construction. Therefore, it is of great significance to study the factors that affect the brand credit of higher vocational colleges, which can provide a strong basis for improving the brand credit of higher vocational colleges. This paper is divided into five parts: the first part of the introduction, mainly describes the research background, research purposes, significance, research ideas and methods, as well as the innovative points of this paper, and combing the brand literature research results. The second part of the theoretical basis, mainly discusses the theoretical basis of brand credit in vocational colleges: brand economics theory, brand credit theory. And the main concepts involved in the paper are defined. The third part studies the construction of the model. Based on the existing research, questionnaire and interviews, this paper constructs the evaluation model of the influencing factors of brand credit in higher vocational colleges, and through the way of questionnaire, This paper makes an empirical study on the students of four higher vocational colleges in southern Jiangsu. By using spss13.0 software and factor analysis method, this paper optimizes the evaluation model, and finally forms the evaluation model of influencing factors of brand credit in higher vocational colleges. The fourth part studies the evaluation and analysis of data. Using spss13.0 statistical software, using descriptive statistical analysis, difference analysis and other methods to statistical analysis of the data in the questionnaire, verify the hypothesis proposed in this paper, and from the school software conditions, The author puts forward some suggestions on how to improve brand credit in higher vocational colleges. The fifth part is conclusion and prospect. The conclusions of this paper are summarized and discussed, and the limitations of this paper are put forward, and some suggestions for further study are put forward.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G718.5

【参考文献】