本文選題：學(xué)校品牌 + 品牌建設(shè)　； 參考：《哈爾濱工業(yè)大學(xué)》2012年碩士論文

【摘要】：21世紀(jì)是人才競爭的時代，得人才者得天下。《國家中長期教育改革和發(fā)展規(guī)劃綱要（2010－2020年）》確定了我國的教育工作方針為“優(yōu)先發(fā)展，育人為本，改革創(chuàng)新，促進(jìn)公平，提高質(zhì)量”。目前學(xué)校同質(zhì)化競爭日趨嚴(yán)重，學(xué)校品牌化已經(jīng)成為時代的要求。哈爾濱第27中學(xué)校建于1956年，是一所有著輝煌歷史的學(xué)校，由于多種原因造成體制僵化，教育教學(xué)質(zhì)量大幅下滑，導(dǎo)致招生數(shù)量每況愈下，生存還是死亡，不得不做出艱難的抉擇。加快品牌建設(shè)，重振學(xué)校雄風(fēng)成為學(xué)校的的不二選擇。 本文通過在哈爾濱第27中學(xué)校現(xiàn)狀深入研究的基礎(chǔ)上，理論與實踐相結(jié)合，，以建立哈爾濱第27中學(xué)學(xué)校品牌系統(tǒng)為目的，提出了學(xué)校品牌建設(shè)的策略。本文首先提出了選題的背景，目的及意義，并對國內(nèi)外關(guān)于學(xué)校品牌建設(shè)的相關(guān)理論深入闡述，為哈爾濱第27中學(xué)校品牌建設(shè)策略打下堅實的理論基礎(chǔ)，在此基礎(chǔ)上確定了本文的主要結(jié)構(gòu)。繼而闡述了品牌和教育品牌的含義與構(gòu)成要素，提出了學(xué)校品牌建設(shè)策略的七個步驟：學(xué)校品牌診斷、學(xué)校品牌定位、學(xué)校品牌的選擇、學(xué)校品牌CIS設(shè)計、學(xué)校品牌傳播與推廣、學(xué)校品牌核心要素建設(shè)、學(xué)校品牌的維護(hù)與提高。運用多種分析手段全面而深刻分析了哈爾濱第27中學(xué)校品牌建設(shè)現(xiàn)狀和存在的問題，并在其基礎(chǔ)上圍繞著學(xué)校文化、教師團(tuán)隊、學(xué)生團(tuán)隊、社團(tuán)活動、社區(qū)活動五個主要方面提出了哈爾濱第27中學(xué)校品牌建設(shè)的策略。提出通過建立品牌理念、適宜的組織制度以及嚴(yán)格的品牌管理制度保障品牌策略的實施。對品牌建設(shè)策略控制和評價進(jìn)行了深入探討提出以人員專業(yè)培訓(xùn)與激勵為主，明確考核關(guān)鍵績效指標(biāo)，做到有崗必有責(zé)，有責(zé)必有崗。 品牌建設(shè)是一個新興的課題，希望本文對一些學(xué)校品牌建設(shè)階段中出現(xiàn)的問題能夠提供了一定的參考和借鑒意義。
[Abstract]:The 21st century is the era of talent competition. The outline of the National medium and long term Education Reform and Development Plan 2010-2020 has determined that China's educational work policy is "giving priority to development, educating people first, reforming and innovating, and promoting fairness".Improve quality ".At present, school homogenization competition is becoming more and more serious, school brand has become the requirement of the times.Harbin No. 27 Middle School, founded in 1956, is a school with a glorious history. Due to various reasons, the system has become rigid, and the quality of education and teaching has fallen sharply, leading to the deterioration of enrollment, survival or death.I had to make a difficult decision.Speeding up brand building and revitalizing school style has become the school's second choice.Based on the in-depth study of the present situation of Harbin No. 27 Middle School and combining theory with practice, this paper puts forward the strategy of school brand building in Harbin No. 27 Middle School. The purpose of this paper is to establish the school brand system of Harbin No. 27 Middle School.In this paper, the background, purpose and significance of the selected topic are put forward, and the related theories about school brand construction at home and abroad are expounded in depth, which lays a solid theoretical foundation for the strategy of school brand construction in Harbin No. 27 Middle School.On this basis, the main structure of this paper is determined.Then it expounds the meaning and elements of brand and education brand, and puts forward seven steps of school brand construction strategy: school brand diagnosis, school brand positioning, school brand selection, school brand CIS design.School brand communication and promotion, school brand core elements construction, school brand maintenance and improvement.This paper makes a comprehensive and profound analysis of the present situation and existing problems of the brand construction of No. 27 Middle School in Harbin by using various analytical methods, and on the basis of it, it focuses on the activities of school culture, teacher team, student team, community, etc.Five main aspects of community activities put forward the strategy of brand building in Harbin No. 27 Middle School.This paper puts forward that the implementation of brand strategy should be ensured by establishing brand idea, proper organization system and strict brand management system.This paper deeply discusses the control and evaluation of brand construction strategy and puts forward that the key performance indicators should be clearly evaluated and the key performance indicators should be clearly assessed in the light of the professional training and motivation of personnel, so as to ensure that there are posts and duties and duties as well as posts.Brand building is a new topic, I hope this paper can provide some reference and reference for some problems in the stage of brand building.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G637

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