民办中小学校品牌建设策略研究

发布时间：2017-12-27 10:14

本文关键词：民办中小学校品牌建设策略研究　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：学校的管理者应当清醒认识到,21世纪是一个品牌的世纪,企业通过塑造品牌才能在激烈的市场竞争中求得生存与发展,学校也亦然。本文的案例单位中山市坦洲爱华学校创办于2004年,作为一所有10多年办学历史的典型的全日制民办小学,无法有效打造学校品牌已经成为制约学校进一步发展的瓶颈。“如何有效打造学校品牌?”已经成为民办学校管理者亟待解决的问题。本文主要是通过文献分析法、问卷调查法和案例分析法进行研究。本文首先阐述研究本课题背景、价值和重要意义。在综合分析学校品牌的服务特性、教育特性和文化品味的基础上,对民办中小学校品牌建设进行PEST、STP、消费者等基本分析。再重点通过对学生家长、教师的问卷调查,总结分析民办中小学校品牌建设的重要内容,并根据有关的内容结合CIS理论以及品牌维护和传播理论最终得出结论。最后本文通过笔者目前正在工作的中山市坦洲爱华学校如何通过有关结论有效地创建学校品牌的案例,对本文结论的进行补充和印证。本文遵循从消费者出发的原则,根据消费者(学生家长)和一线员工(教师)对民办中小学校品牌建设的认知态度编制进行20个指标的问卷调查。本文最终得出结论,在民办中小学校品牌创建工作中,从学生家长和教师的角度来看,先进的办学理念、良好的教学质量、鲜明的办学特色、优质的教育服务、浓郁的校园文化这五个指标都占据了重要的位置。这将为民办中小学校的品牌建设者提供具体的、可操作的、有效的品牌建设策略建议。
[Abstract]:The administrators of the school should be aware of the fact that twenty-first Century is a century of brand. Enterprises can survive and develop in the fierce market competition by building brands, and so are schools. In this case the units in Zhongshan City, Tanzhou Aihua school was founded in 2004, as a 10 year history of the typical full-time private primary school, unable to effectively build school brand has become a bottleneck restricting the further development of the school. "How to create a school brand effectively" has become a problem to be solved urgently by the administrators of private schools. This article is mainly through the literature analysis method, the questionnaire survey method and the case analysis method to carry on the research. This paper first expounds the background, value and significance of the study. Based on the comprehensive analysis of school brand's service characteristics, educational characteristics and cultural tastes, the basic analysis of PEST, STP and consumers in private primary and secondary schools' brand building is made. The key content of private primary and secondary school's brand construction is summarized and analyzed based on the questionnaire survey of parents and teachers. According to the related contents, CIS theory and brand maintenance and communication theory are finally concluded. Finally, in this paper the author is currently working in Zhongshan City, Tanzhou Aihua school how to effectively create the conclusion about the school brand case, the conclusion of the supplement and confirm. This paper follows the principle of starting from consumers, and surveys 20 indicators based on the cognition attitude of the consumers (parents) and front-line employees (teachers) to the brand building of private primary and secondary schools. This paper finally draws a conclusion that the brand in the private school to create work, from the parents of the students and teachers' point of view, these five indicators advanced educational philosophy, good teaching quality, distinctive characteristics, quality educational services, rich campus culture occupies important position. This will provide specific, operable and effective brand building strategy suggestions for the brand builders of private primary and secondary schools.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G637

【相似文献】