【摘要】：在公眾對品牌學校和優(yōu)質(zhì)教育資源的需求越來越強烈的環(huán)境下,民辦高校面臨的競爭也日益激烈,公辦高校的資源優(yōu)勢、國外名校進入國內(nèi)教育市場以及國內(nèi)同類民辦高校的發(fā)展等,使得民辦高校的發(fā)展舉步維艱。同時隨著高等教育由賣方市場向買方市場轉(zhuǎn)變,公眾對高校品牌的追求日益明顯,民辦高校只有塑造品牌體現(xiàn)特色,才能贏得消費者的青睞。因此創(chuàng)建品牌戰(zhàn)略是民辦高校必經(jīng)之路,高校設計好顯性與隱性品牌元素是實施好品牌戰(zhàn)略的第一步。 文章采用文獻研究、規(guī)范分析、案例分析等研究方法,以國內(nèi)排名較前的民辦高校和廣東省三所民辦高校為主要研究對象,分析民辦高校品牌建設的現(xiàn)狀和存在的問題,針對高校這一主體的特殊性,提出高校品牌顯性要素和隱性要素構(gòu)建的內(nèi)容,最后用民辦高校品牌要素設計的研究結(jié)果指導廣東省X學院(民辦高校)的品牌塑造,達到幫助X學院提升品牌形象的目的。 文章第一部分介紹了論文的研究背景、研究意義、研究的主要內(nèi)容和研究目標�；仡櫯c本研究有關的文獻,主要闡述了品牌和品牌要素的概念與內(nèi)涵、品牌要素與品牌形象的關系等理論,為民辦高校品牌要素設計提供理論依據(jù)。 文章第二部分對民辦高校品牌建設的環(huán)境與現(xiàn)狀進行分析,在梳理國內(nèi)和廣東省幾所民辦高校辦學現(xiàn)狀的基礎上,分析當前我國民辦高校發(fā)展的環(huán)境,同時總結(jié)出各高校在品牌建設方面的不足之處。 第三部分結(jié)合民辦高校品牌建設的實際,提出民辦高校品牌顯性(校名、�；铡⑿@環(huán)境、教學設施等)和隱性(管理、校園文化、教學質(zhì)量、師資團隊等)要素建設的措施。 最后簡單介紹了廣東省民辦高校X學院的基本情況,把民辦高校品牌要素設計的研究應用到X學院的發(fā)展中,推動X學院品牌形象提升,提高其社會知名度。同時也為其他民辦高校走品牌之路提供理論參考。
[Abstract]:Under the increasingly strong public demand for brand schools and high-quality educational resources, private colleges and universities are facing increasingly fierce competition. The entry of foreign famous universities into the domestic education market and the development of similar private colleges and universities make the development of private colleges and universities difficult. At the same time, with the change of higher education from seller's market to buyer's market, the public's pursuit of university brand is becoming more and more obvious. Therefore, establishing brand strategy is the only way for private colleges and universities, and the first step to implement brand strategy is to design the dominant and recessive brand elements. This article adopts the research methods of literature research, normative analysis, case analysis and so on, taking the private colleges and universities in the top rank in China and three private colleges and universities in Guangdong Province as the main research objects, analyzes the present situation and the existing problems of the brand construction of the private colleges and universities. In view of the particularity of this subject, this paper puts forward the contents of the construction of the dominant and recessive elements of the brand in colleges and universities. Finally, the research results of the design of the brand elements of the private colleges and universities are used to guide the brand shaping of the X Institute of Guangdong Province (private colleges and universities). To help X College to improve the brand image of the purpose. The first part introduces the research background, research significance, main contents and research objectives. This paper reviews the literature related to this study, mainly expounds the concept and connotation of brand and brand elements, the relationship between brand elements and brand image, and provides a theoretical basis for the design of brand elements in private colleges and universities. The second part of the article analyzes the environment and present situation of the brand construction of private colleges and universities. On the basis of combing the current situation of running private colleges and universities in China and Guangdong Province, it analyzes the environment of the development of private colleges and universities in our country. At the same time, it summarizes the deficiency of brand construction in colleges and universities. The third part combines the reality of brand construction in private colleges and universities, and puts forward the measures of brand dominance (school name, school emblem, campus environment, teaching facilities, etc.) and recessive (management, campus culture, teaching quality, teaching staff, etc.). In the end, the author introduces the basic situation of the private colleges and universities in Guangdong province, and applies the research of the design of the brand elements to the development of the X colleges to promote the brand image of the colleges and improve their social popularity. At the same time, it also provides a theoretical reference for other private colleges and universities to take the road of brand.
【學位授予單位】：廣東工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G648.7

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