本文選題：獨立學院 + 品牌　； 參考：《西南財經(jīng)大學》2009年碩士論文

【摘要】： 在世界教育發(fā)展過程中,私立學校扮演著重要的角色。我國也不例外。在中國,私立(民辦)學校于二十世紀九十年代后開始復興并發(fā)展,私立學校還有很大發(fā)展空間,而面對國內(nèi)外同類學校的激烈競爭,尤其是具有強大優(yōu)勢的國內(nèi)公立學校的巨大壓力,民辦學校迫切需要在品牌營銷方面加強研究和探索,尤其是民辦高等教育。 依托名校辦獨立學院是中國一種特殊的辦學形式,稱之為“公辦民助”。獨立學院自1999年6月誕生以來,經(jīng)過10年的跨越式發(fā)展,已經(jīng)成為我國高等教育領域不容忽視的重要組成部分。它的蓬勃興起引起了人們的廣泛關注。其獨特的辦學形式鑄就了其特有的存在價值。獨立學院的生存與發(fā)展最終將由社會和市場決定。如果高等教育已經(jīng)比較發(fā)達,收費相對較低的普通公辦高校已經(jīng)能夠基本滿足社會對高等教育的需求,那么獨立學院的歷史使命也就完成了,它必須擔負起新的使命,完成從“借用品牌”到“創(chuàng)立品牌”的轉(zhuǎn)變,做到真正的獨立發(fā)展,成為真正意義上的獨立高校。尤其是并不具備地域優(yōu)勢的西部獨立學院,如何打造自己的品牌,也是值得進一步研究的問題。 本文以筆者所熟悉的TF學院作為研究對象,重點介紹在品牌營銷做的相當成功的私立培訓機構(gòu)新東方和連續(xù)4年(2006—2009年)蟬聯(lián)中國獨立學院排行榜榜首的華中科技大學武昌分校的成功做法與經(jīng)驗系統(tǒng),結(jié)合TF學院的現(xiàn)狀和在品牌營銷方面已取得的成績及不足來探討其品牌建設問題,探索有助于TF學院進一步發(fā)展的品牌營銷的思路和對策,希望為TF學院的發(fā)展做出自己的貢獻。 作為獨立學院的TF學院未來要從依附于公辦高校的“盛名”和“支撐”生存的現(xiàn)狀中解脫出來,只有創(chuàng)建自主品牌,積極建設自身品牌,才能提高自身競爭力;有實施自主品牌戰(zhàn)略,才能促進其持續(xù)性發(fā)展。
[Abstract]:Private schools play an important role in the development of education in the world. China is no exception. In China, private (private) schools began to revive and develop after the 1990s. Private schools still have a lot of room for development, and they face fierce competition from similar schools at home and abroad. Especially the great pressure of the domestic public schools with strong advantages, private schools urgently need to strengthen the research and exploration in brand marketing, especially private higher education. Relying on famous schools to run independent colleges is a special form of running schools in China, called "public-run private aid." Since its birth in June 1999, the independent college has become an important part of the field of higher education in China after 10 years of leapfrog development. Its vigorous rise has aroused widespread concern. Its unique form of running a school cast its unique existence value. The survival and development of independent colleges will ultimately be determined by society and markets. If higher education is already relatively developed and ordinary public universities with relatively low fees have been able to basically meet the needs of society for higher education, then the historical mission of independent colleges will be completed, and it must take on a new mission. To complete the transformation from "borrowing brand" to "creating brand", to achieve real independent development and become an independent university in the true sense. In particular, how to build its own brand, which does not have regional advantages, is also a problem worth further study. This paper takes TF College, which is familiar to the author, as the research object. This paper focuses on the successful practices and experience system of New Oriental, a successful private training institution in brand marketing, and Wuchang Branch of Huazhong University of Science and Technology, which has topped the ranking of independent colleges in China for the fourth consecutive year (2006-2009). Combined with the present situation of TF college and the achievements and shortcomings in brand marketing, this paper probes into the problems of brand construction, and explores the ideas and countermeasures of brand marketing which is helpful to the further development of TF college. Hope to contribute to the development of TF College. As an independent college, TF college should be freed from the status quo of "fame" and "support" in the future. Only by creating its own brand and actively building its own brand, can it improve its competitiveness. Only when we implement our own brand strategy can we promote its sustainable development.
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：G648

【引證文獻】

相關碩士學位論文 前1條

1 何亮;以信息化手段促進高等院校管理創(chuàng)新[D];西南財經(jīng)大學;2010年

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本文編號：2050418