本文關(guān)鍵詞： 民辦高校 品牌經(jīng)營(yíng) 品牌定位 品牌識(shí)別 品牌傳播　出處：《江西師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放30多年來，我國(guó)民辦高等教育獲得了良好的發(fā)展，取得了巨大的成就。學(xué)術(shù)界關(guān)于民辦高教的研究也獲得了豐富的成果，其中有關(guān)民辦高校品牌的研究是近年來的熱點(diǎn)之一，學(xué)者們的研究大都集中在民辦高校品牌的建設(shè)、意義及途徑等方面，少有對(duì)民辦高校品牌建設(shè)的過程進(jìn)行深入研究，這不能不說是一個(gè)遺憾。本文基于經(jīng)濟(jì)學(xué)領(lǐng)域的品牌經(jīng)營(yíng)理論，從典型案例入手，分析我國(guó)民辦高校品牌經(jīng)營(yíng)的整個(gè)過程，探討民辦高校品牌經(jīng)營(yíng)的現(xiàn)狀問題，在此基礎(chǔ)上依據(jù)品牌經(jīng)營(yíng)理論提出民辦高校品牌經(jīng)營(yíng)的策略建議，以期能對(duì)我國(guó)民辦高校品牌經(jīng)營(yíng)的實(shí)踐有所助益。 本文認(rèn)為，民辦高校品牌經(jīng)營(yíng)是基于品牌的構(gòu)成要素以及民辦高校的自身特點(diǎn)，對(duì)其進(jìn)行有效的整合與構(gòu)建的，以特色定位為原則，以教育、科研、服務(wù)為載體，以網(wǎng)絡(luò)、媒體等為傳播渠道，塑造民辦高校品牌的良好形象聯(lián)想，形成民辦高校的品牌特色。它包括品牌定位、品牌識(shí)別和品牌傳播三個(gè)主要方面。品牌經(jīng)營(yíng)的正確路徑應(yīng)該是從品牌定位著手，在明確的定位基礎(chǔ)上建立品牌識(shí)別和品牌傳播。 本文總共分為五章。第一章緒論部分是對(duì)本文研究問題、研究意義和研究方法的提出，并對(duì)前人的研究進(jìn)行分析總結(jié)。第二章論述民辦高校品牌經(jīng)營(yíng)的理論，其中包括對(duì)相關(guān)概念的簡(jiǎn)單界定和本文核心概念及理論的構(gòu)建。第三章的論述分析了以江西服裝學(xué)院為例的民辦高校品牌經(jīng)營(yíng)的現(xiàn)狀，筆者主要從品牌定位、品牌識(shí)別和品牌傳播三方面對(duì)江西服裝學(xué)院的品牌經(jīng)營(yíng)現(xiàn)狀進(jìn)行梳理。第四章是本文的策略研究部分，本章主要目的在于解決民辦高校品牌經(jīng)營(yíng)的現(xiàn)狀問題。最后一章是對(duì)本文的一個(gè)概括性的總結(jié)，本文認(rèn)為民辦高校品牌經(jīng)營(yíng)就是以品牌經(jīng)營(yíng)等為主要理論依據(jù)，以所處的市場(chǎng)經(jīng)濟(jì)為時(shí)代背景，學(xué)校以變革和創(chuàng)新自身的發(fā)展思路為目標(biāo)，，即遵循高等教育的發(fā)展規(guī)律，又遵守市場(chǎng)經(jīng)濟(jì)的發(fā)展軌跡。
[Abstract]:Since the reform and opening up for more than 30 years, private higher education in our country has obtained good development and great achievements, and the academic research on private higher education has also obtained rich results. Among them, the research on the brand of private universities is one of the hot spots in recent years. Scholars mostly focus on the construction, significance and ways of the brand of private colleges and universities. It is a pity to study the process of brand construction in private colleges and universities. Based on the theory of brand management in the field of economics, this paper starts with typical cases. This paper analyzes the whole process of brand management in private colleges and universities in China, probes into the present situation of brand management in private colleges and universities, and puts forward the strategic suggestions on brand management of private colleges and universities based on the theory of brand management. It is expected to be helpful to the practice of brand management in private colleges and universities in China. This paper holds that the brand management of private colleges and universities is based on the constituent elements of the brand and the characteristics of private colleges and universities, which are effectively integrated and constructed, with the principle of characteristic orientation, education and scientific research. Service as the carrier, network, media as the communication channel, shaping the good image association of the brand of private colleges and universities, forming the brand characteristics of private colleges and universities, including brand positioning. The correct path of brand management should be to establish brand identity and brand communication on the basis of clear positioning. This paper is divided into five chapters. The first chapter is the introduction of the research issues, research significance and research methods, and the analysis of previous studies. The second chapter discusses the theory of brand management in private colleges and universities. It includes the simple definition of the related concepts and the construction of the core concepts and theories. Chapter three discusses and analyzes the current situation of brand management of private colleges and universities taking Jiangxi Institute of clothing as an example. The author mainly analyzes the brand positioning from the point of view of brand positioning. Brand identification and brand communication three aspects of Jiangxi Institute of clothing to comb the status of brand management. Chapter 4th is the strategic part of this paper. The main purpose of this chapter is to solve the current situation of brand management in private colleges and universities. The last chapter is a summary of this paper, this paper thinks that brand management of private colleges and universities is based on brand management as the main theoretical basis. Taking the market economy as the background, the school aims at reforming and innovating its own development ideas, that is, following the development law of higher education and abiding by the development track of market economy.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G648.7

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