本文關(guān)鍵詞： 大學(xué)品牌 大學(xué)品牌塑造 影響因素 驅(qū)動(dòng)機(jī)理 塑造方法　出處：《中南大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著我國社會(huì)主義市場經(jīng)濟(jì)體制的逐步完善,大學(xué)逐漸從社會(huì)經(jīng)濟(jì)的邊緣走向社會(huì)經(jīng)濟(jì)的中心,大學(xué)與社會(huì)的聯(lián)系越來越緊密,它已無法置身事外,為滿足閑逸的好奇而不受干擾地把玩知識(shí)和學(xué)問。大學(xué)發(fā)展面臨諸如學(xué)生生源、師資力量、經(jīng)費(fèi)來源、辦學(xué)形式、社會(huì)服務(wù)等方面的競爭和挑戰(zhàn),為了能在日趨激烈的競爭中贏得有利于自身發(fā)展的經(jīng)營管理資源,大學(xué)需要樹立品牌,大學(xué)品牌塑造成為當(dāng)代大學(xué)經(jīng)營管理研究中的前沿課題。 在簡要回顧和評(píng)述大學(xué)品牌研究現(xiàn)狀的基礎(chǔ)上,構(gòu)建大學(xué)品牌形成的影響因素模型和研究假設(shè),運(yùn)用實(shí)證研究的方法探討大學(xué)品牌形成的影響因素。實(shí)證結(jié)果顯示,大學(xué)品牌的形成受兩方面因素的影響,一方面,大學(xué)品牌受校長品牌、師資品牌、學(xué)生品牌、學(xué)科品牌等一系列內(nèi)部品牌影響,是這些內(nèi)部品牌支撐的結(jié)果;另一方面,大學(xué)品牌的形成受利益相關(guān)者認(rèn)知的影響,也就是大學(xué)品牌存在于大學(xué)利益相關(guān)者的內(nèi)心和想法當(dāng)中,利益相關(guān)者對(duì)大學(xué)的滿意度和美譽(yù)度,是獲得他們積極參與和支持的重要基礎(chǔ)。假設(shè)得到驗(yàn)證。 內(nèi)部品牌對(duì)大學(xué)品牌形成的驅(qū)動(dòng)作用主要表現(xiàn)在兩個(gè)方面:一是這些內(nèi)部品牌具有極強(qiáng)的帶動(dòng)效應(yīng),能大幅提升大學(xué)品牌的知名度。二是利益相關(guān)者在對(duì)大學(xué)內(nèi)部品牌的各種體驗(yàn)中獲得對(duì)大學(xué)的某種聯(lián)想;利益相關(guān)者認(rèn)知對(duì)大學(xué)品牌形成的驅(qū)動(dòng)作用來源于大學(xué)內(nèi)部利益相關(guān)者(如在校學(xué)生、教職員工等)的滿意度和大學(xué)外部利益相關(guān)者(如用人單位、家長、社會(huì)公眾、政府部門、校友等)的積極感知。 正是基于大學(xué)品牌形成的這些驅(qū)動(dòng)機(jī)理,通過大學(xué)品牌進(jìn)行科學(xué)定位、大學(xué)內(nèi)部品牌定位與培育、利益相關(guān)者體驗(yàn)與滿意度工程、大學(xué)品牌整合營銷與傳播、大學(xué)品牌塑造的組織與管理等成為大學(xué)品牌塑造的主要途徑和方法。
[Abstract]:With the gradual improvement of the socialist market economy system in our country, universities are gradually moving from the edge of social economy to the center of social economy. The relationship between universities and society is getting closer and closer. In order to satisfy the leisure curiosity without interfering with knowledge and knowledge. University development faces competition and challenges in such aspects as student resources, faculty, funding sources, forms of running schools, social services, etc. In order to win the resources of management and management beneficial to their own development in the increasingly fierce competition, universities need to set up brands, and the brand shaping of universities has become a frontier subject in the research of modern university management. On the basis of a brief review and review of the current situation of university brand research, this paper constructs a model of influencing factors and research hypotheses on the formation of university brand, and probes into the influencing factors of university brand formation by using the method of empirical research. The formation of university brand is influenced by two factors. On the one hand, the university brand is influenced by a series of internal brands, such as principal brand, teacher brand, student brand, subject brand, etc., on the other hand, it is the result of the support of these internal brands. The formation of the university brand is influenced by the cognition of the stakeholders, that is, the university brand exists in the heart and thought of the university stakeholders, and the degree of satisfaction and reputation of the stakeholders to the university. Is an important basis for their active participation and support. The driving effect of internal brands on the formation of university brands is mainly manifested in two aspects: first, these internal brands have a very strong driving effect. It can greatly enhance the reputation of the university brand. Second, stakeholders get some association with the university in the various experiences of the university internal brand; The driving effect of stakeholder cognition on the formation of university brand comes from the satisfaction of internal stakeholders (such as students, faculty, etc.) and the external stakeholders (such as employers, parents, the public). Positive perception from government departments, alumni, etc. It is based on these driving mechanisms of university brand formation, through university brand scientific positioning, university internal brand positioning and cultivation, stakeholder experience and satisfaction engineering, university brand integration marketing and communication, The organization and management of university brand-building have become the main ways and methods of university brand-building.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：G640

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