本文選題：組織形象 + 幼兒園形象��； 參考：《西南大學(xué)》2007年碩士論文

【摘要】： “二戰(zhàn)”以后，整個(gè)世界市場逐步由賣方市場過渡到買方市場，社會(huì)組織之間的競爭日趨激烈，其顯著的特征是組織競爭已經(jīng)由局部的產(chǎn)品競爭、質(zhì)量競爭、技術(shù)競爭上升到整體的體現(xiàn)組織綜合實(shí)力的形象競爭。在經(jīng)濟(jì)領(lǐng)域，企業(yè)形象直接引導(dǎo)消費(fèi)行為。在教育領(lǐng)域，學(xué)校形象對(duì)家長以及學(xué)生選擇學(xué)校起至關(guān)重要的作用。 近年來，我國幼教事業(yè)得到了迅速、健康的發(fā)展；辦園體制、管理體制改革不斷深化，，社會(huì)舉辦幼兒教育的積極性被調(diào)動(dòng)起來。2005年和2006年，隨著《民辦教育促進(jìn)法》及《民辦教育促進(jìn)法實(shí)施條例》的制定與頒布，民辦幼兒園的數(shù)量進(jìn)一步增加，憑借自身優(yōu)越的硬件條件，對(duì)公立幼兒園構(gòu)成了挑戰(zhàn)。 保山市幼兒園作為保山地區(qū)最早成立的全日制公立幼兒園，自2004年開始，逐漸面臨著生源競爭激烈、辦園經(jīng)費(fèi)緊張以及內(nèi)部教職員工青黃不接等情況。面對(duì)該市新成立的幾所民辦幼兒園的挑戰(zhàn)，保山市幼兒園要保住在當(dāng)?shù)赜捉绦袠I(yè)的龍頭地位，必須積極采取應(yīng)對(duì)措施，探索發(fā)展思路、確立新的對(duì)策。引入CI，進(jìn)行組織形象的設(shè)計(jì)與重構(gòu)是該園塑造良好形象，獲得政府支持、家長信任、社區(qū)合作的必要舉措。 本文通過對(duì)相關(guān)理論的分析和探討，從主體、客體以及主客體關(guān)系三個(gè)維度對(duì)幼兒園形象進(jìn)行了一組界定。從主體維度而言，幼兒園形象是幼兒園由其內(nèi)在特點(diǎn)所決定的外在表現(xiàn)；從客體維度而言，幼兒園形象是相關(guān)公眾對(duì)幼兒園的總體印象或評(píng)價(jià)；從主客體關(guān)系維度而言，幼兒園形象是相關(guān)公眾在一定條件下對(duì)幼兒園由其內(nèi)在特點(diǎn)所決定的外在表現(xiàn)的總體印象或評(píng)價(jià)。 在理論分析的基礎(chǔ)上，通過實(shí)地考察論證、調(diào)查訪談，根據(jù)保山市幼兒園的實(shí)際情況以及對(duì)未來發(fā)展的規(guī)劃，對(duì)保山市幼兒園的組織形象進(jìn)行了重構(gòu)，為其量身定做了一整套CIS系統(tǒng)，包 括理念識(shí)別系統(tǒng)、行為識(shí)別系統(tǒng)、視覺識(shí)別系統(tǒng)，并且對(duì)保山市幼兒園組織形象的傳播提出了建議。本文認(rèn)為，保山市幼兒園組織形象的傳播應(yīng)該遵循前瞻性、系統(tǒng)性、由內(nèi)及外、權(quán)變以及雙向溝通五大原則。在傳播途徑上，主要采用人際傳播和組織傳播的方式，具體方法包括：反復(fù)法、翻譯法、環(huán)境法和儀式游戲法等。 本文的創(chuàng)新之處在于從實(shí)證的角度對(duì)幼兒園的組織形象的構(gòu)建做較深入而系統(tǒng)的研究，這在一定程度上豐富和擴(kuò)大了組織形象應(yīng)用的內(nèi)容和領(lǐng)域。
[Abstract]:After World War II, the whole world market gradually changed from the seller's market to the buyer's market, and the competition among social organizations became more and more intense. The obvious characteristic of the competition was that the competition of organization had already changed from the competition of local products to the competition of quality. The technology competition rises to the overall reflection organization comprehensive strength image competition. In the economic field, corporate image directly leads to consumer behavior. In the field of education, school image plays a vital role for parents and students to choose schools. In recent years, the cause of preschool education in China has been developed rapidly and healthily, the reform of the management system and the management system has been deepened, and the enthusiasm of the society in organizing early childhood education has been aroused. With the enactment and promulgation of the Law on the Promotion of Private Education and the implementation regulations of the Law on the Promotion of Private Education, the number of privately-run kindergartens has further increased, and with their own superior hardware conditions, it has posed a challenge to public kindergartens. Baoshan Kindergarten, as the earliest full-time public kindergarten in Baoshan area, has been faced with fierce competition for students, shortage of funds for running the kindergarten and lack of acceptance of staff since 2004. In the face of the challenge of several newly established private kindergartens in the city, in order to maintain their leading position in the local preschool education industry, Baoshan kindergartens must actively take countermeasures, explore development ideas and establish new countermeasures. The introduction of CIand the design and reconstruction of the organization image are the necessary measures for the garden to create a good image, obtain government support, parents' trust and community cooperation. Based on the analysis and discussion of relevant theories, this paper defines the image of kindergarten from three dimensions: subject, object and relationship between subject and object. From the subject dimension, kindergarten image is the external performance of kindergarten determined by its internal characteristics; from the object dimension, kindergarten image is the overall impression or evaluation of the kindergarten by the relevant public; from the relationship between subject and object, the kindergarten image is the overall impression or evaluation of the kindergarten. Kindergarten image is the general impression or evaluation of kindergarten's external performance determined by its internal characteristics under certain conditions. On the basis of theoretical analysis, the organization image of Baoshan kindergarten is reconstructed according to the actual situation of Baoshan kindergarten and the planning for its future development. A complete set of CIS systems, packages and packages are made for them. It includes concept recognition system, behavior recognition system, visual recognition system, and gives some suggestions to spread the organization image of Baoshan Kindergarten. This paper holds that the dissemination of the image of Baoshan kindergarten should follow the five principles of foresight, systematicness, internal and external, contingency and two-way communication. In the way of communication, interpersonal communication and organizational communication are mainly adopted, including repetition, translation, environmental law and ritual game law. The innovation of this paper lies in the deep and systematic research on the organizational image of kindergarten from the perspective of demonstration, which enriches and expands the content and field of the application of organizational image to a certain extent.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：G619.28

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 曾薇;重慶市三立職業(yè)培訓(xùn)學(xué)校組織形象美譽(yù)度調(diào)查研究[D];西南大學(xué);2011年

本文編號(hào)：1979126