【摘要】： 隨著全球經(jīng)濟一體化向縱深發(fā)展,我國的市場逐漸呈現(xiàn)出多方位競爭的趨勢。民辦高校(獨立學(xué)院)是市場競爭的主體之一,隨著我國高等教育投資主體的多元化、辦學(xué)形式的日益多樣化,及教育供給的進一步擴大化,受教育者擁有更多的選擇權(quán),民辦高校(獨立學(xué)院)的市場競爭更加激烈。長春工業(yè)大學(xué)人文信息學(xué)院競爭取勝的關(guān)鍵是樹立良好的品牌聲譽。因此樹立品牌意識,實施品牌戰(zhàn)略,對于長春工業(yè)大學(xué)人文信息學(xué)院來說至關(guān)重要,直接關(guān)系到學(xué)校的生死存亡與可持續(xù)健康發(fā)展,長春工業(yè)大學(xué)人文信息學(xué)院必須重視品牌建設(shè)。 本論文主要以品牌定位、品牌CIS設(shè)計、品牌傳播等品牌相關(guān)理論為理論研究基礎(chǔ),制定了相應(yīng)的、適用于長春工業(yè)大學(xué)人文信息學(xué)院的一套品牌整合營銷措施。本文共分五個部分:第一部分是對長春工業(yè)大學(xué)人文信息學(xué)院的現(xiàn)狀及問題的分析;第二部分是對品牌及教育品牌的理論界定極其內(nèi)涵解讀;第三部分是長春工業(yè)大學(xué)人文信息學(xué)院的品牌定位策略;第四部分是長春工業(yè)大學(xué)人文信息學(xué)院品牌的CIS策略;第五部分是長春工業(yè)大學(xué)人文信息學(xué)院品牌的推廣及維護策略。最后,結(jié)論闡明了品牌建設(shè)是長春工業(yè)大學(xué)人文信息學(xué)院的立身之本,它是一個長期的、持續(xù)的、系統(tǒng)的、全局的動態(tài)過程。
[Abstract]:With the development of global economic integration, the market of our country gradually presents the trend of multi-directional competition. Private colleges and universities (independent colleges) are one of the main bodies of market competition. With the diversification of higher education investment subjects, the increasingly diversified forms of running schools, and the further expansion of educational supply, the educated have more options. Private colleges (independent colleges) market competition is more fierce. The key to win the competition of College of Humanities and Information of Changchun University of Technology is to establish a good brand reputation. Therefore, establishing brand awareness and implementing brand strategy are of great importance to the College of Humanities and Information, Changchun University of Technology, and are directly related to the survival and sustainable and healthy development of the school. The College of Humanities and Information of Changchun University of Technology must attach importance to brand building. Based on the theories of brand positioning, brand CIS design, brand communication and so on, this paper formulates a set of brand integrated marketing measures which are applicable to the College of Humanities and Information of Changchun University of Technology. This paper is divided into five parts: the first part is the analysis of the current situation and problems of the College of Humanities and Information of Changchun University of Technology, the second part is the theoretical definition of brand and education brand and interpretation of its connotation. The third part is the brand positioning strategy of the College of Humanities Information of Changchun University of Technology; the fourth part is the CIS strategy of the College of Humanities Information of Changchun University of Technology; the fifth part is the promotion and maintenance strategy of the brand of College of Humanities Information of Changchun University of Technology. Finally, the conclusion shows that brand building is the foundation of the College of Humanities and Information of Changchun University of Technology, which is a long-term, continuous, systematic and global dynamic process.
【學(xué)位授予單位】：吉林大學(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 李軍;;基于CIS系統(tǒng)下黃河科技學(xué)院卓越品牌建設(shè)的研究[J];經(jīng)濟研究導(dǎo)刊;2013年19期

相關(guān)碩士學(xué)位論文 前1條

1 秦軍;A大學(xué)MBA教育品牌建設(shè)研究[D];西南交通大學(xué);2011年

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本文編號：2300541