【摘要】：面對競爭激烈的民辦高校生存環(huán)境，品牌建設已成為民辦高校適應外界教育環(huán)境變化的必然選擇。民辦高校必須深入分析自身品牌建設存在的問題和不足，清醒認識民辦高校所處的生存狀況，樹立品牌意識、明確品牌定位、完善高校品牌UIS策略、豐富品牌傳播途徑，從而不斷提升民辦高校的知名度和美譽度。 要建立高校品牌，首先要充分了解高校品牌的內涵。本文先是對品牌相關理論進行了系統(tǒng)回顧和梳理。在此基礎上，本文采取問卷調查、訪談等方式，對哈爾濱德強商務學院的品牌建設現狀進行了全面介紹。同時，，認真分析了當前哈爾濱德強商務學院品牌建設中存在的問題和不足。針對這些問題，在對學院進行了目標市場定位和品牌定位的基礎上，文章從品牌內涵、UIS設計、品牌傳播等方面制定了學院品牌建設策略。最后，文章從品牌實施的組織保障、制度保障、資金保障及文化保障四個方面提出一些實施建議，以保障制定的品牌策略能夠順利的實施。 通過系統(tǒng)研究，本文對目前德強商務學院品牌建設現狀做出了比較全面客觀的診斷，闡明了德強商務學院品牌建設的原則及思路，并結合企業(yè)發(fā)展實際需要，提出了德強商務學院品牌建設的對策及方法。對于進一步搞好德強商務學院建設，提高核心競爭力具有一定的現實指導意義。
[Abstract]:In the face of fierce competition, brand building has become an inevitable choice for private colleges and universities to adapt to the changes in the external educational environment. Private colleges and universities must deeply analyze the problems and shortcomings of their own brand construction, soberly understand the living conditions of private colleges and universities, establish brand awareness, define brand positioning, perfect the strategy of brand UIS in colleges and universities, and enrich the ways of brand communication. In order to continuously improve the popularity and reputation of private colleges and universities. In order to establish university brand, we must fully understand the connotation of university brand. This article first carries on the systematic review and the combing to the brand correlation theory. On the basis of this, this paper introduces the brand construction of Harbin Deqiang Business College by questionnaire, interview and so on. At the same time, it analyzes the problems and shortcomings in the brand construction of Harbin Deqiang Business College. Aiming at these problems, on the basis of the target market orientation and brand positioning of the college, this paper formulates the brand construction strategy of the college from the aspects of brand connotation design, brand communication and so on. Finally, the paper puts forward some suggestions from four aspects of brand implementation, such as organization guarantee, system guarantee, fund guarantee and cultural guarantee, in order to ensure the successful implementation of the brand strategy. Through systematic research, this paper makes a relatively comprehensive and objective diagnosis of the current situation of brand construction in Deqiang Business College, clarifies the principles and ideas of the brand construction of Deqiang Business College, and combines with the actual needs of enterprise development. This paper puts forward the countermeasures and methods of brand construction in Deqiang Business College. It is of practical significance to further improve the construction of Del-Qiang Business College and improve its core competitiveness.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G647

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