公办普通中学教育品牌维护的个案研究

发布时间：2017-12-28 05:41

本文关键词：公办普通中学教育品牌维护的个案研究　出处：《五邑大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着教育市场的逐步开放,非公立学校呈稳定发展态势,冲击着公办学校的垄断地位,给昔日辉煌的公办学校带来极大的竞争压力。此外,现在的公办普通中学之间显性资源条件逐渐趋同,在“千校一面”现象普遍存在的情况下,唯有品牌学校才能赢得家长和学生的青睐。而对于已经跨入品牌行列的公办学校,在经营过程中也总会受到内部或外部因素的影响,如校长教师的更替、学生的更新、无可避免遇到的有损学校形象的危机事件、竞争对手实力的变化等,均可能使教育品牌陈旧老化、信誉下降,影响品牌地位。教育品牌的建立只是第一步,后续还要不断对品牌进行经营维护,以保证它的发展和传承。如何维护好教育品牌,提升品牌价值,已成为许多学校关注的话题。本研究以广东省江门市新会区H中学为例,详细描述了该校教育品牌的构成要素、发展状况和维护措施,并对该校校长、教师及在读学生家长进行访谈,采集资料进行分析,真实窥探该校教育品牌发展历程中存在的以及公众真正关心的问题,并以此为基础分析该校维护措施的不足及成因;最后以教育品牌的相关理论为指导,结合笔者的从教实践经历,探讨该校教育品牌维护的改善措施,完善教育品牌维护的策略体系,提高全面性和实操性。归纳起来,本研究得出如下基本观点:一、学校教育品牌的构成要素包括形象、文化和质量三方面,因此进行品牌维护时也应该围绕形象完善、文化建设、办学质量提升三方面开展工作;二、学校危机事件的发生对教育品牌信誉和美誉的影响是即时的、巨大的,其负面效应还会不断在师生之间、家长之间、社会公众之间扩散蔓延。为了减少危机事件对学校的影响,必须构建包含预防、应对和恢复三个机制在内的危机管理体系;三、公办学校的人事、经费、教材、课程等都被教育主管部门统管着,办学自主权不高,因此其品牌维护的过程只能在细节上一点一滴地进行,工作重心放在“内部修行”上。
[Abstract]:With the gradual opening up of the education market, non-public schools are developing steadily, attacking the monopoly position of public schools and bringing great competition pressure to the brilliant public schools. In addition, the dominant resource conditions of public schools now are becoming more and more similar. Only when the phenomenon of "1000 schools and one side" is widespread, only the brand schools can win the favor of parents and students. The public school has entered the ranks of the brand, in the process of operation is always affected by internal or external factors, such as the replacement of principals and teachers and students inevitably encounter, update the lossy image of school crisis, competitors change, may make the education brand obsolescence, reputation decline effect of brand position. The establishment of the education brand is only the first step, and the following must continue to operate and maintain the brand in order to ensure its development and inheritance. How to maintain a good education brand and improve the value of the brand has become a topic of concern in many schools. In this study, Xinhui District, Guangdong province H middle school in Jiangmen city as an example, a detailed description of the brand of the educational elements, development and maintenance measures, and the principal, the school teachers and students in reading parent interviews, data analysis, the real spy on the school education in the course of the development of the brand and the public really concern, and on the basis of analysis of the problems and causes of school maintenance measures; finally, based on the related theories of brand education as a guide, combined with the author's teaching practice from the experience of the school education brand maintenance improvement measures, improve the system of Education strategy and brand maintenance, improve the comprehensive and practical operation. To sum up, this study draws the basic viewpoints are as follows: the elements of school education, including brand image, culture and the three aspects of the quality, so the brand maintenance should also focus on image and cultural construction, improve education quality to enhance the three aspects of the work; two, the school crisis influence on education brand reputation and reputation is immediate and immense, the negative effects will continue between the teachers and students, parents, the public spread. In order to reduce the impact of crisis events on the school, we must construct including prevention, response and recovery three mechanism, crisis management system; three, public school personnel, funding, teaching materials, courses are departments of education management, school autonomy is not high, so the brand maintenance process can only be in the details every little bit of focus on "practice".
【学位授予单位】：五邑大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G637

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