本文選題：品牌　切入點(diǎn)：高校品牌　出處：《長安大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：品牌理論在企業(yè)中的運(yùn)用由來已久，但在高校品牌建設(shè)方面還沒有得到較好的運(yùn)用。就目前形勢來看，現(xiàn)代高等教育正逐漸從精英教育轉(zhuǎn)向大眾教育，特別是中國加入WTO以后，高等教育正在由賣方市場向買方市場轉(zhuǎn)變，加上我國教育制度的改革和教育市場的日益開放，國外高校分別以各種辦學(xué)方式搶占中國的高等教育市場，社會對高等教育質(zhì)量的要求也越來越高，高校之間的競爭越來越激烈。要贏得競爭，必須整合教育資源，提高教育質(zhì)量，提升學(xué)校形象，培育自己的品牌。因此，大學(xué)品牌的塑造對于大學(xué)自身的發(fā)展以及在高等教育市場中獲取競爭優(yōu)勢都是極為必要的。創(chuàng)出自己的特色，把高校的品牌建設(shè)提升到學(xué)校發(fā)展的核心位置上。這對中國高校的未來發(fā)展具有至關(guān)重要的作用。本文基于這樣一種背景，研究高等教育大眾化形勢下的高校品牌建設(shè)的內(nèi)涵和意義，總結(jié)國內(nèi)高校品牌建設(shè)中存在的問題，探索高校品牌的建設(shè)思路與途徑。 本文首先闡述了品牌和高校品牌的定義、特點(diǎn)和構(gòu)成要素。其次從我國高校的實(shí)際情況出發(fā)，分析了我國高校品牌的國內(nèi)外環(huán)境。通過分析得出我國高校品牌建設(shè)存在的一些問題，并對這些問題作歸因分析。針對這些問題，結(jié)合相關(guān)資料得出構(gòu)建策略：品牌校園、品牌師資、品牌學(xué)生以及品牌的國際化。最后，為品牌構(gòu)建策略提供支撐體系，使得高校品牌在構(gòu)建的過程中得到有利保障。 這些分析研究利于增強(qiáng)我國高校提高品牌意識，實(shí)施品牌建設(shè)，，培育強(qiáng)勢品牌具有較為重要的意義，并為其未來長期穩(wěn)定的發(fā)展提供有益的思路。
[Abstract]:Brand theory has been used in enterprises for a long time, but it has not been applied well in the field of university brand construction. As far as the present situation is concerned, modern higher education is gradually shifting from elite education to mass education, especially after China's entry into WTO. Higher education is changing from the seller's market to the buyer's market. In addition, with the reform of our educational system and the increasing opening of the education market, foreign colleges and universities are occupying China's higher education market in various ways. In order to win the competition, it is necessary to integrate educational resources, improve the quality of education, enhance the image of the school and cultivate its own brand. The shaping of university brand is very necessary for the development of university itself and the gain of competitive advantage in the market of higher education. It is very important for the future development of Chinese universities to promote the brand building of universities to the core position of school development. This paper is based on this kind of background. This paper studies the connotation and significance of university brand construction under the situation of popularization of higher education, summarizes the problems existing in the brand construction of domestic colleges and universities, and probes into the ideas and ways of university brand construction. This paper first describes the definition, characteristics and elements of brand and university brand. Secondly, from the actual situation of colleges and universities in China, This paper analyzes the domestic and foreign environment of university brand in our country. Through the analysis, some problems existing in the brand construction of colleges and universities in our country are obtained, and the attribution analysis of these problems is made. In view of these problems, combined with the relevant data, the construction strategy is obtained: brand campus, Brand teachers, brand students and brand internationalization. Finally, to provide a support system for brand building strategy, so that the university brand in the process of building a favorable protection. These analysis and research are helpful to enhance the brand consciousness, implement brand construction and cultivate strong brand in colleges and universities of our country, and provide beneficial ideas for its long-term and stable development in the future.
【學(xué)位授予單位】：長安大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G647

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 韓馨嬌;崔茂森;;基于品牌戰(zhàn)略的高校發(fā)展研究——以青島農(nóng)業(yè)大學(xué)為例[J];農(nóng)村經(jīng)濟(jì)與科技;2016年09期

相關(guān)碩士學(xué)位論文 前1條

1 楊秀秀;新媒體環(huán)境下高校品牌傳播方式的變革[D];南昌大學(xué);2015年

本文編號：1568300