【摘要】： 隨著世界知識經(jīng)濟的快速發(fā)展,國家對人才的需求也迅速增加,對高等教育也提出了更高的要求。在高等教育大眾化的進程中,高等學校如何在競爭中塑造強勢品牌,增強自身的競爭力,完成國家賦予的使命,已是當務(wù)之急。高等學校教育品牌內(nèi)化的目的正是為了從高校內(nèi)部建設(shè)教育品牌,增強高校的核心競爭力。然而目前已有的研究中卻幾乎沒有論及高等學校教育品牌內(nèi)化,研究的主題主要集中在高等學校品牌理論、高等教育營銷理論。因此,本研究具有一定的創(chuàng)新性。 本研究在充分吸收了高等學校教育品牌理論和高等教育營銷理論成果的基礎(chǔ)上,采用內(nèi)部營銷的方式,從建設(shè)高等學校教育品牌的視角研究高等學校教育品牌的內(nèi)化。主要研究內(nèi)容如下: 第一,論述我國高等教育發(fā)展的背景,分析高等教育品牌內(nèi)化的必要性。 第二,回顧國內(nèi)外學者關(guān)于服務(wù)品牌內(nèi)化的研究成果,在服務(wù)品牌內(nèi)化概念模型的基礎(chǔ)上研究高等學校教育品牌內(nèi)化的概念模型,該模型由高等學校教育品牌識別、高等學校教育品牌培訓、高等學校教育品牌溝通、高等學校教育品牌貢獻激勵、高等學校教育品牌授權(quán)、高等學校組織機構(gòu)、高校教師與學生參與意識和高校教師與學生參與行為八個緯度構(gòu)成,并研究這八個緯度之間的相互關(guān)系。 第三,在高等學校教育品牌內(nèi)化概念模型的基礎(chǔ)上,研究如何將該模型具體化。主要從高等學校教育品牌識別、高等學校教育品牌培訓、高等學校教育品牌溝通、高等學校教育品牌貢獻激勵、高等學校教育品牌授權(quán)、高等學校組織機構(gòu)六個方面研究該模型的具體實施。
[Abstract]:With the rapid development of the world's knowledge economy, the country's demand for talents has increased rapidly, and higher requirements for higher education are also put forward. In the process of the popularization of higher education, how to build a strong brand in the competition, to enhance its competitiveness, and to complete the mission of the state, it is an urgent matter. The purpose of the internalization of the education brand of higher education is to build the education brand from the interior of the university and enhance the core competitiveness of the university. However, in the current research, there is little on the internalization of the education brand of higher education, the subject of the study is mainly focused on the brand theory of higher education and the marketing theory of higher education. Therefore, this research has a certain innovation. This study, based on the full absorption of the theory of higher education and the theoretical results of higher education marketing, adopts the way of internal marketing, and studies the education brand of higher education from the perspective of the construction of the education brand of higher education institutions. Internalization of the main research The first part is to discuss the background of the development of higher education in our country and to analyze the higher education products. On the basis of the concept model of the internalization of service brand, the concept model of the internalization of the education brand of higher education is studied based on the concept model of the internalization of the service brand, and the model is recognized by the education brand of higher education The training of the education of higher education, the communication of the higher education brand, the incentive of the contribution of the higher education brand, the authorization of the education brand of the higher education, the organization of the institutions of higher learning, the participation of the university and the students and the participation of the university and the students in the eight latitudes, and the study of this The relationship between the eight latitudes. Third, the conceptual model of the internalization of the educational brand of higher education On the base, how to embody the model is mainly studied from the brand recognition of the education of higher education, the training of the college education brand, the communication of the education brand of the higher education, the incentive of the contribution of the education brand of the higher education, the authorization of the education brand of the higher education and the organization of the higher education institution.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：G647

【引證文獻】

相關(guān)碩士學位論文 前2條

1 婁自強;市場營銷理論在山東民辦高等學校發(fā)展中的應(yīng)用[D];山東師范大學;2011年

2 尤佳佳;我國煙草商業(yè)企業(yè)服務(wù)品牌建設(shè)研究[D];北京交通大學;2010年

，

本文編號：2459503