本文選題：品牌 + 大學(xué)品牌　； 參考：《首都師范大學(xué)》2008年碩士論文

【摘要】： 伴隨著我國宏觀經(jīng)濟體制和政治體制的改革以及由此引發(fā)的教育改革,對學(xué)校品牌的相關(guān)研究已然成為近年來我國教育研究領(lǐng)域內(nèi)的一個“熱點問題”,而對大學(xué)品牌的研究則是其中的一個重要部分,這也是高等教育管理中的一個現(xiàn)實問題。本文聚焦其中的大學(xué)品牌戰(zhàn)略,其意義在于品牌戰(zhàn)略順應(yīng)了品牌經(jīng)濟時代教育發(fā)展的客觀需要,體現(xiàn)了現(xiàn)代教育本質(zhì)及其發(fā)展趨勢,有利于實現(xiàn)學(xué)校發(fā)展轉(zhuǎn)型和整體提升。更為重要的是,它可以擴大優(yōu)質(zhì)教育資源、促進區(qū)域教育均衡發(fā)展和教育與社會經(jīng)濟的協(xié)調(diào)發(fā)展。 本文按照大學(xué)品牌戰(zhàn)略的認識基礎(chǔ)、要素分析、執(zhí)行方略和案例研究的順序展開論述。首先,對大學(xué)品牌內(nèi)涵進行了解析。在對其本質(zhì)屬性、歸屬關(guān)系、價值關(guān)照和思維模式四個維度進行哲學(xué)思考的基礎(chǔ)上,提出了大學(xué)品牌“五層次說”和“標靶”模型,即大學(xué)的核心、形式、延伸、期望以及潛在品牌,并闡述了其理論價值。其次,對大學(xué)品牌戰(zhàn)略構(gòu)成進行了要素分析,構(gòu)建了品牌戰(zhàn)略理論分析的基本框架,即橫向的戰(zhàn)略組合和縱向的戰(zhàn)略流程分析。對戰(zhàn)略組合的分析,提出了“弓弦箭”模型,包括文化、質(zhì)量、個性化、整合傳播和創(chuàng)新五種戰(zhàn)略類型;對戰(zhàn)略流程的分析,主要論述了品牌規(guī)劃、傳播和維護階段各自的任務(wù)、特點和戰(zhàn)略組合選擇。再次,提出了大學(xué)品牌戰(zhàn)略實施的執(zhí)行方略,著重論述了戰(zhàn)略實施的組織保障和運行機制。前者可細分為職能性組織保障和支持性組織保障;后者包括組織架構(gòu)、任務(wù)制定、策略運用、方案優(yōu)選、協(xié)同配合和投入保障等環(huán)節(jié)和要素。最后,以中國人民大學(xué)和首都師范大學(xué)為例進行了品牌戰(zhàn)略個案分析。從“實然”的角度分析了前者近年來在品牌戰(zhàn)略管理中取得實效的成功經(jīng)驗和管理方法:通過調(diào)查法,對后者的品牌資源和品牌管理進行了檢視,并從“應(yīng)然”的角度提出了未來該校實施品牌戰(zhàn)略的構(gòu)想和行動建議。 本文是在對前人關(guān)于大學(xué)品牌管理理論與實踐成果進行系統(tǒng)總結(jié)和梳理的基礎(chǔ)上,從大學(xué)長期發(fā)展的戰(zhàn)略高度進行的一次深入探究,旨在為進一步整合大學(xué)品牌資源和提升大學(xué)品牌及其戰(zhàn)略管理水平提供具有一定理論價值和實踐意義的分析工具和可行路徑。
[Abstract]:With the reform of macroeconomic and political system and the education reform, the research on school brand has become a hot issue in the field of educational research in China in recent years. The research on university brand is an important part, which is also a practical problem in higher education management. This paper focuses on the university brand strategy, the significance of which is that the brand strategy conforms to the objective needs of education development in the era of brand economy, reflects the essence of modern education and its development trend, and is conducive to the transformation and overall promotion of school development. More importantly, it can expand high-quality educational resources and promote balanced development of regional education and harmonious development of education and social economy. This paper is based on the cognitive basis of the university brand strategy, the analysis of elements, the implementation strategy and the sequence of case studies. Firstly, the connotation of university brand is analyzed. On the basis of philosophical thinking on the four dimensions of its essential attribute, attribution relationship, value concern and thinking mode, this paper puts forward the "five-level theory" and "target" model of university brand, that is, the core, form and extension of university. Expectations as well as potential brands, and elaborated its theoretical value. Secondly, the paper analyzes the elements of university brand strategy, and constructs the basic framework of brand strategy theory analysis, that is, horizontal strategic combination and vertical strategic process analysis. On the analysis of strategic combination, this paper puts forward the model of "bow string and arrow", which includes five strategic types: culture, quality, personalization, integration, communication and innovation. Communication and maintenance phase of the respective tasks, characteristics and strategic portfolio selection. Thirdly, the author puts forward the implementation strategy of university brand strategy, especially discusses the organization guarantee and operation mechanism of the strategy implementation. The former can be divided into functional organizational security and supportive organizational security, while the latter includes organizational structure, task formulation, strategy application, scheme selection, coordination and input security and so on. Finally, take Renmin University of China and Capital normal University as examples to analyze the brand strategy. This paper analyzes the successful experiences and management methods of the former in brand strategy management in recent years from the perspective of "reality". Through the investigation, the author examines the brand resources and brand management of the latter. And from the perspective of "should be" put forward the future implementation of brand strategy of the school concept and action recommendations. On the basis of summarizing and combing the theory and practice of university brand management, this paper makes a deep exploration from the strategic height of the long-term development of the university. The purpose of this paper is to provide theoretical and practical analysis tools and feasible paths for the further integration of university brand resources and the promotion of university brand and its strategic management level.
【學(xué)位授予單位】：首都師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G649.2

【引證文獻】

相關(guān)期刊論文 前1條

1 黃銳誠;王恒;;學(xué)校品牌經(jīng)濟學(xué)研究論略[J];理論導(dǎo)刊;2010年12期

相關(guān)會議論文 前1條

1 王恒;;學(xué)校品牌經(jīng)濟學(xué)論綱[A];2009年中國教育經(jīng)濟學(xué)學(xué)術(shù)年會論文集[C];2009年

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本文編號：1809441