發(fā)布時(shí)間：2018-05-26 04:58

  本文選題：高職院校 + 專業(yè)��； 參考：《廣西師范學(xué)院》2017年碩士論文

【摘要】：在國(guó)家政策的引導(dǎo)和扶持下,我國(guó)高職教育發(fā)展迅猛,高職教育市場(chǎng)競(jìng)爭(zhēng)日益白熱化,在市場(chǎng)競(jìng)爭(zhēng)壓力的驅(qū)使下高職院校實(shí)施品牌戰(zhàn)略走非對(duì)稱性競(jìng)爭(zhēng)道路已勢(shì)在必行。品牌專業(yè)打造是高職院校實(shí)施品牌化戰(zhàn)略的核心組成部分,是高職院校提升社會(huì)服務(wù)能力關(guān)鍵著力點(diǎn),打造出生命力旺盛的品牌專業(yè)既符合高職院校自身發(fā)展的現(xiàn)實(shí)需求,又是增強(qiáng)高等職業(yè)教育吸引力的重要手段。本研究參照商業(yè)領(lǐng)域品牌打造流程,理清了高職院校品牌專業(yè)打造思路,明確了品牌專業(yè)打造的內(nèi)容,針對(duì)不同打造階段和不同的打造內(nèi)容提出了相應(yīng)的打造策略。希望以此能為高等職業(yè)院校品牌專業(yè)打造活動(dòng)提供一定理論指導(dǎo)和實(shí)踐借鑒。本研究由六個(gè)部分組成,第一部分闡述了選題的緣由及意義,并對(duì)當(dāng)前國(guó)內(nèi)外研究現(xiàn)狀進(jìn)行了梳理,對(duì)當(dāng)前我國(guó)高職院校品牌專業(yè)打造的價(jià)值、模式、困境及國(guó)外當(dāng)前品牌專業(yè)打造的現(xiàn)狀進(jìn)行了研究。第二部分夯實(shí)了高職院校品牌專業(yè)打造的理論基礎(chǔ),深入的論述了教育品牌理論以及教育營(yíng)銷理論,為高職院校進(jìn)行品牌專業(yè)打造活動(dòng)提供了理論依據(jù)。第三部分明晰了高職院校品牌專業(yè)的特點(diǎn)以及構(gòu)成要素,明確了高職院校品牌專業(yè)打造內(nèi)容,為提升品牌專業(yè)打造活動(dòng)的針對(duì)性和有效性創(chuàng)設(shè)條件;第四部分主要從學(xué)生、學(xué)校和社會(huì)三個(gè)層面論述了高職院校實(shí)施品牌專業(yè)打造活動(dòng)的必要性。第五部分全面剖析了高職院校在品牌專業(yè)打造過程中存在的問題,針對(duì)問題從學(xué)校、市場(chǎng)、國(guó)家三個(gè)層面進(jìn)行原因剖析。第六部分主要是以問題為導(dǎo)向提出打造策略。主要參照商業(yè)領(lǐng)域品牌打造的流程確定品牌專業(yè)打造流程,以專業(yè)定位、專業(yè)內(nèi)部打造和專業(yè)市場(chǎng)推廣促成專業(yè)品牌形成,以專業(yè)品牌維護(hù)鞏固專業(yè)市場(chǎng)地位,以專業(yè)品牌擴(kuò)展提升專業(yè)市場(chǎng)生命力。
[Abstract]:With the guidance and support of national policies, higher vocational education in China is developing rapidly, and the market competition of higher vocational education is becoming increasingly fierce. Under the pressure of market competition, it is imperative for higher vocational colleges to implement brand strategy and take the road of asymmetric competition. Brand specialty building is the core part of implementing brand strategy in higher vocational colleges, and it is the key point of promoting social service ability, and creating a brand specialty with exuberant vitality conforms to the actual needs of the development of higher vocational colleges. It is also an important means to enhance the attraction of higher vocational education. Referring to the process of brand building in the commercial field, this study clarifies the thinking of brand specialty in higher vocational colleges, clarifies the content of brand specialty, and puts forward corresponding strategies for different building stages and different content. I hope this can provide some theoretical guidance and practical reference for brand-building activities in higher vocational colleges and universities. This research is composed of six parts. The first part expounds the reason and significance of the topic, and combs the current domestic and foreign research situation, the value and mode of brand specialty creation in the current higher vocational colleges in our country. The predicament and the present situation of foreign brand specialty creation are studied. The second part compacts the theoretical foundation of brand specialty creation in higher vocational colleges, discusses the educational brand theory and educational marketing theory in depth, and provides the theoretical basis for the brand specialty building activities in higher vocational colleges. The third part clarifies the characteristics and constituent elements of brand specialty in higher vocational colleges, clarifies the content of brand specialty in higher vocational colleges, and establishes the conditions for improving the pertinence and effectiveness of brand specialty creation activities; the fourth part mainly focuses on the students. This paper discusses the necessity of implementing brand-building activities in higher vocational colleges from three aspects of school and society. The fifth part comprehensively analyzes the problems existing in the process of brand specialty building in higher vocational colleges, and analyzes the reasons from three aspects of school, market and country. The sixth part is the problem-oriented strategy. Mainly referring to the process of brand building in the commercial field, we can determine the process of making brand specialty, make professional orientation, make professional internal building and promote professional market to promote the formation of professional brand, and consolidate the professional market position with professional brand maintenance. Expand the professional brand to enhance the vitality of the professional market.
【學(xué)位授予單位】：廣西師范學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G712.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李軍民;;學(xué)校本位視域下職業(yè)教育“雙師型”教師隊(duì)伍建設(shè)的路徑探析[J];中國(guó)職業(yè)技術(shù)教育;2017年03期

2 于華;;基于“眾籌·眾包·眾享”的職業(yè)教育實(shí)訓(xùn)基地建設(shè)[J];中國(guó)職業(yè)技術(shù)教育;2016年29期

3 歐霞;陸定光;;品牌體驗(yàn)對(duì)感知價(jià)值、品牌忠誠度的影響研究——以香港化妝品行業(yè)為例[J];新聞大學(xué);2016年03期

4 賈琪華;;山西省職業(yè)教育實(shí)訓(xùn)基地建設(shè)政策梳理[J];教育理論與實(shí)踐;2016年09期

5 金松;;高校校報(bào)的欄目建設(shè)和品牌經(jīng)營(yíng)[J];青年記者;2015年36期

6 周芳;;基于教育服務(wù)質(zhì)量的高職品牌價(jià)值提升[J];教育與職業(yè);2015年34期

7 李中國(guó);黎興成;張敏;;西部高職專業(yè)設(shè)置現(xiàn)狀調(diào)查與建設(shè)解析[J];教育科學(xué);2015年01期

8 陳洪源;;職業(yè)教育實(shí)訓(xùn)基地建設(shè)存在的問題及對(duì)策[J];教育探索;2014年12期

9 陳曉萌;周志剛;閆智勇;;專業(yè)認(rèn)證視角下高等職業(yè)教育專業(yè)建設(shè)的困境及策略[J];職教論壇;2014年33期

10 余凡;;從職業(yè)教育本真價(jià)值透視高職專業(yè)建設(shè)的困境及出路[J];江蘇高教;2014年06期

相關(guān)博士學(xué)位論文 前2條

1 張良;職業(yè)素質(zhì)本位的高職教育課程建構(gòu)研究[D];湖南師范大學(xué);2012年

2 張建鯤;高等職業(yè)教育專業(yè)課程群論[D];天津大學(xué);2010年

相關(guān)碩士學(xué)位論文 前8條

1 趙雪妮;云南省高職院校特色專業(yè)建設(shè)現(xiàn)狀研究[D];云南大學(xué);2015年

2 董萌;品牌意識(shí)與品牌建設(shè)[D];吉林大學(xué);2014年

3 李梅;我國(guó)民辦高職院校辦學(xué)特色研究[D];河北科技師范學(xué)院;2012年

4 李思墨;高職院校品牌戰(zhàn)略研究[D];大連海事大學(xué);2011年

5 粟荔;高職院校特色專業(yè)建設(shè)研究[D];湖南師范大學(xué);2011年

6 楊詠梅;高等職業(yè)院校品牌塑造研究[D];河南大學(xué);2010年

7 劉瑤;澳大利亞TAFE課程設(shè)置的研究及對(duì)我國(guó)高職課程設(shè)置的啟示[D];西北農(nóng)林科技大學(xué);2009年

8 賀鑫;高職院校品牌培育的理論分析與策略思考[D];湖南師范大學(xué);2006年

，

本文編號(hào)：1936028