【摘要】： 隨著中國市場經(jīng)濟(jì)體制的日趨成熟,品牌已滲入到人民生活的各個領(lǐng)域。隨著教育改革的深入發(fā)展,學(xué)校之間的顯性資源條件將逐步趨同,只有品牌才是獨(dú)一無二、不可復(fù)制的資產(chǎn),才是學(xué)校生命最持久的“動力之源”,才是學(xué)校的核心競爭力。因此建立品牌化學(xué)校已經(jīng)提升到學(xué)校戰(zhàn)略發(fā)展的高度了。在實(shí)踐中我們也看到學(xué)校品牌開發(fā)建設(shè)日益為學(xué)校及教育行政部門所重視。論文分析了現(xiàn)今教育界的品牌發(fā)展現(xiàn)狀,從理論和實(shí)踐的角度嘗試研究中小學(xué)學(xué)校品牌建設(shè)。論文主體分為五大部分:首先,前言部分就選題的背景,課題研究的意義,核心概念的界定,文獻(xiàn)綜述和研究方法作了說明;第一部分,闡述了學(xué)校品牌的特性和建設(shè)學(xué)校品牌的意義;第二部分,對中小學(xué)學(xué)校品牌建設(shè)的指導(dǎo)原則進(jìn)行了說明;第三部分,以蘇州為例,通過對中小學(xué)學(xué)校教師、校長及在讀學(xué)生家長進(jìn)行調(diào)查問卷的方式,采集、分析數(shù)據(jù),從而對中小學(xué)學(xué)校品牌建設(shè)的現(xiàn)狀有了比較清晰的了解并據(jù)此確立了論文主要的研究內(nèi)容:第四部分,以CIS(組織識別系統(tǒng))為理論基礎(chǔ),研究了中小學(xué)學(xué)校品牌形象策劃的基本內(nèi)容:第五部分,闡明了中小學(xué)學(xué)校品牌建設(shè)的具體措施;最后,是論文的結(jié)語。 中小學(xué)學(xué)校品牌建設(shè)是教育管理領(lǐng)域的一個新課題,希望本文能對未來中小學(xué)學(xué)校品牌建設(shè)提供思路和有益的幫助。
[Abstract]:With the maturation of Chinese market economy system, brand has penetrated into every field of people's life. With the further development of education reform, the dominant resource conditions between schools will gradually converge. Only the brand is a unique, non-replicable asset, is the most lasting "power source" of school life, and is the core competitiveness of the school. Therefore, the establishment of brand schools has been promoted to the height of school strategic development. In practice, we also see that the school brand development and construction is increasingly attached importance to the school and education administration. This paper analyzes the current situation of brand development in education circles and tries to study the brand construction of primary and secondary schools from the point of view of theory and practice. The main body of the thesis is divided into five parts: firstly, the preface explains the background of the topic, the significance of the research, the definition of the core concepts, the literature review and the research methods. This paper expounds the characteristics of school brand and the significance of building school brand; the second part explains the guiding principles of school brand construction in primary and secondary schools; the third part, taking Suzhou as an example, through the primary and secondary school teachers, The way the principal and the parents of the students carry out the questionnaire, collect and analyze the data, thus have a relatively clear understanding of the present situation of the brand construction of the primary and middle schools and establish the main research contents of the thesis: part four, Based on the theory of CIS (Organization Identification system), this paper studies the basic contents of brand image planning of primary and secondary schools: the fifth part expounds the concrete measures of brand construction in primary and secondary schools, and finally, the conclusion of the paper. The brand construction of primary and secondary schools is a new subject in the field of education management. It is hoped that this paper can provide ideas and useful help for the brand construction of primary and secondary schools in the future.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G637.1

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本文編號：2147307