河南省高校品牌建設(shè)研究
發(fā)布時(shí)間：2018-11-22 15:36
【摘要】：隨著我國社會(huì)主義市場經(jīng)濟(jì)的建立與逐漸完善，尤其是加入WTO后，，我國的教育市場和教育環(huán)境發(fā)生了重大變化，對我國教育的發(fā)展既是機(jī)遇也是挑戰(zhàn)。而市場機(jī)制被引入教育領(lǐng)域，及我國高等教育改革的深入，使我國高等教育面臨著國際國內(nèi)的激烈競爭，各類型、各層次的高校必須面向市場，在競爭中求生存和發(fā)展。 河南地處中原，人口多，底子薄，高等教育相對薄弱，教育結(jié)構(gòu)不合理，高層次人才少，優(yōu)質(zhì)教育資源稀缺，高等教育綜合實(shí)力明顯落后于全國平均水平。根據(jù)十七大的“優(yōu)先發(fā)展教育，建設(shè)人力資源強(qiáng)國”的戰(zhàn)略部署，河南省高等院校作為我國高等教育重要組成部分的自然也必須參與到競爭中來，在競爭中增強(qiáng)自身的實(shí)力，獲得發(fā)展的動(dòng)力。雖然河南省的高等院校實(shí)現(xiàn)了快速發(fā)展，取得了不小的成績，也為我國高等教育的發(fā)展做出了積極貢獻(xiàn)，然而面對激烈的競爭，如何在辦學(xué)過程中克服自身的不足，發(fā)揮自身的的優(yōu)勢，在競爭中獲得主動(dòng)、在教育市場中爭取一席之地是其發(fā)展中必須面對和解決的問題。本文通過實(shí)施品牌戰(zhàn)略，加強(qiáng)內(nèi)涵建設(shè)，突出自身的特色和優(yōu)勢，為河南高等教育的可持續(xù)發(fā)展提供借鑒。 本文主要分為以下四個(gè)部分進(jìn)行研究： 第一部分，緒論。闡述了本課題研究的背景、目的、意義及研究方法 第二部分，高校品牌的內(nèi)涵分析。本部分從品牌的涵義入手探討了高校品牌的定義以及高校品牌的構(gòu)成要素。 第三部分，河南省高校品牌建設(shè)的現(xiàn)狀分析。深入分析了河南省高校品牌建設(shè)的現(xiàn)狀、存在的問題。 第四部分，河南省高校品牌建設(shè)途徑。從品牌定位、品牌建設(shè)、品牌傳播三個(gè)角度，探討了河南省品牌建設(shè)的途徑和措施。
[Abstract]:With the establishment and gradual improvement of our socialist market economy, especially after China's entry into WTO, the educational market and educational environment of our country have undergone great changes, which is not only an opportunity but also a challenge to the development of education in our country. The market mechanism has been introduced into the field of education, and the reform of higher education in our country has made our higher education face fierce competition at home and abroad. Colleges and universities of all types and levels must face the market and seek survival and development in the competition. Henan is located in the Central Plains, with a large population, a weak foundation, relatively weak higher education, unreasonable educational structure, few high-level talents, scarce high-quality educational resources, and the comprehensive strength of higher education obviously lags behind the national average. According to the strategic plan of "giving priority to developing education and building a powerful country in human resources" of the 17th National Congress of the CPC, colleges and universities in Henan Province, as an important part of higher education in our country, naturally must participate in the competition and enhance their own strength in the competition. Gain momentum for development. Although the institutions of higher learning in Henan Province have achieved rapid development, made great achievements and made positive contributions to the development of higher education in our country, however, in the face of fierce competition, how to overcome their own shortcomings in the process of running a school, It is necessary to face and solve the problems in its development by giving play to its own advantages, gaining initiative in the competition and striving for a place in the education market. Through the implementation of brand strategy, strengthening the connotation construction, highlighting its own characteristics and advantages, this paper provides a reference for the sustainable development of Henan higher education. This paper is divided into the following four parts: the first part, introduction. This paper expounds the background, purpose, significance and research method of this research. The second part, the connotation analysis of university brand. This part discusses the definition of university brand and its constituent elements from the meaning of brand. The third part, Henan Province university brand construction present situation analysis. This paper analyzes the current situation and existing problems of brand construction in colleges and universities in Henan Province. The fourth part, Henan Province university brand construction way. From three angles of brand positioning, brand construction and brand communication, this paper discusses the ways and measures of brand construction in Henan province.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G649.1
本文編號：2349778
[Abstract]:With the establishment and gradual improvement of our socialist market economy, especially after China's entry into WTO, the educational market and educational environment of our country have undergone great changes, which is not only an opportunity but also a challenge to the development of education in our country. The market mechanism has been introduced into the field of education, and the reform of higher education in our country has made our higher education face fierce competition at home and abroad. Colleges and universities of all types and levels must face the market and seek survival and development in the competition. Henan is located in the Central Plains, with a large population, a weak foundation, relatively weak higher education, unreasonable educational structure, few high-level talents, scarce high-quality educational resources, and the comprehensive strength of higher education obviously lags behind the national average. According to the strategic plan of "giving priority to developing education and building a powerful country in human resources" of the 17th National Congress of the CPC, colleges and universities in Henan Province, as an important part of higher education in our country, naturally must participate in the competition and enhance their own strength in the competition. Gain momentum for development. Although the institutions of higher learning in Henan Province have achieved rapid development, made great achievements and made positive contributions to the development of higher education in our country, however, in the face of fierce competition, how to overcome their own shortcomings in the process of running a school, It is necessary to face and solve the problems in its development by giving play to its own advantages, gaining initiative in the competition and striving for a place in the education market. Through the implementation of brand strategy, strengthening the connotation construction, highlighting its own characteristics and advantages, this paper provides a reference for the sustainable development of Henan higher education. This paper is divided into the following four parts: the first part, introduction. This paper expounds the background, purpose, significance and research method of this research. The second part, the connotation analysis of university brand. This part discusses the definition of university brand and its constituent elements from the meaning of brand. The third part, Henan Province university brand construction present situation analysis. This paper analyzes the current situation and existing problems of brand construction in colleges and universities in Henan Province. The fourth part, Henan Province university brand construction way. From three angles of brand positioning, brand construction and brand communication, this paper discusses the ways and measures of brand construction in Henan province.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G649.1
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