本文選題：高職院校 + 品牌信用��； 參考：《蘇州大學(xué)》2013年碩士論文

【摘要】：品牌是市場(chǎng)的產(chǎn)物，我們生活于品牌時(shí)代，在社會(huì)各領(lǐng)域品牌的價(jià)值日益凸顯，教育市場(chǎng)也不例外。隨著我國高等教育從精英化到大眾化教育時(shí)代的到來，社會(huì)對(duì)高等教育的要求越來越高，各高校之間的競(jìng)爭(zhēng)越來越激烈，為了在日趨激烈的教育市場(chǎng)競(jìng)爭(zhēng)中占有一席之地，樹立強(qiáng)勢(shì)品牌是各高校尋求發(fā)展的必由之路。尤其對(duì)于高職院校來說，本科院校的不斷擴(kuò)招嚴(yán)重?cái)D壓著高職院校的生源，，再加之高職院校本身不注重培育學(xué)校品牌、品牌意識(shí)淡薄、學(xué)校定位不明確等一系列問題，使高職院校面臨著來自教育市場(chǎng)的更加嚴(yán)峻的挑戰(zhàn)。提高品牌信用是樹立強(qiáng)勢(shì)品牌的核心內(nèi)容，高職院校想要獲得長(zhǎng)遠(yuǎn)的發(fā)展，就必須要提高學(xué)校的品牌信用，注重自身的品牌建設(shè)。因此，研究影響高職院校的品牌信用的因素，能夠?yàn)樘岣吒呗氃盒５钠放菩庞锰峁┯辛Φ囊罁?jù)，具有重大的研究意義。 本文共分五個(gè)部分： 第一部分緒論，主要闡述了研究的背景，研究目的、意義，研究的思路和方法，以及本論文的創(chuàng)新點(diǎn)，并且梳理了關(guān)于品牌的文獻(xiàn)研究成果。 第二部分理論依據(jù)，主要論述了高職院校品牌信用的理論基礎(chǔ)：品牌經(jīng)濟(jì)學(xué)理論、品牌信用理論。并且對(duì)論文中涉及的主要概念進(jìn)行了界定。 第三部分研究模型的建構(gòu)。通過借鑒已有研究，以及作者進(jìn)行的問卷和訪談獲得的資料，構(gòu)建高職院校品牌信用影響因素的測(cè)評(píng)模型，并通過問卷調(diào)查的方式，對(duì)蘇南地區(qū)四所高職院校的在校學(xué)生進(jìn)行實(shí)證研究。利用spss13.0統(tǒng)計(jì)軟件，采用因子分析方法，對(duì)測(cè)評(píng)模型進(jìn)行優(yōu)化，并最終形成高職院校品牌信用影響因素測(cè)評(píng)模型。 第四部分研究數(shù)據(jù)的測(cè)評(píng)與分析。利用spss13.0統(tǒng)計(jì)軟件，采用描述性統(tǒng)計(jì)分析、差異性分析等方法對(duì)問卷調(diào)查中的數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析，驗(yàn)證了本論文中提出的假設(shè)，并從學(xué)校軟件條件、學(xué)校對(duì)外宣傳等方面為高職院校提高品牌信用提出針對(duì)性的建議。 第五部分結(jié)論與展望。主要對(duì)本論文的研究結(jié)論進(jìn)行總結(jié)和討論，并提出了本論文研究存在的局限性問題，為接下來的進(jìn)一步研究提出建議。
[Abstract]:Brand is the product of market, we live in the era of brand, the value of brand in all fields of society is increasingly prominent, education market is no exception. With the coming of higher education in our country from elite to popular education, the demand for higher education is becoming higher and higher, and the competition among colleges and universities is becoming more and more fierce. In order to occupy a place in the increasingly fierce competition in the education market, Establishing a strong brand is the only way for colleges and universities to seek development. Especially for higher vocational colleges, the continuous expansion of undergraduate colleges seriously squeezes the student resources of higher vocational colleges, in addition, higher vocational colleges themselves do not pay attention to cultivating school brand, brand awareness is weak, school positioning is not clear and a series of problems. Higher vocational colleges are facing more severe challenges from the education market. To improve brand credit is the core content of establishing a strong brand. If higher vocational colleges want to obtain long-term development, they must improve their brand credit and pay attention to their own brand construction. Therefore, it is of great significance to study the factors that affect the brand credit of higher vocational colleges, which can provide a strong basis for improving the brand credit of higher vocational colleges. This paper is divided into five parts: the first part of the introduction, mainly describes the research background, research purposes, significance, research ideas and methods, as well as the innovative points of this paper, and combing the brand literature research results. The second part of the theoretical basis, mainly discusses the theoretical basis of brand credit in vocational colleges: brand economics theory, brand credit theory. And the main concepts involved in the paper are defined. The third part studies the construction of the model. Based on the existing research, questionnaire and interviews, this paper constructs the evaluation model of the influencing factors of brand credit in higher vocational colleges, and through the way of questionnaire, This paper makes an empirical study on the students of four higher vocational colleges in southern Jiangsu. By using spss13.0 software and factor analysis method, this paper optimizes the evaluation model, and finally forms the evaluation model of influencing factors of brand credit in higher vocational colleges. The fourth part studies the evaluation and analysis of data. Using spss13.0 statistical software, using descriptive statistical analysis, difference analysis and other methods to statistical analysis of the data in the questionnaire, verify the hypothesis proposed in this paper, and from the school software conditions, The author puts forward some suggestions on how to improve brand credit in higher vocational colleges. The fifth part is conclusion and prospect. The conclusions of this paper are summarized and discussed, and the limitations of this paper are put forward, and some suggestions for further study are put forward.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G718.5

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本文編號(hào)：2018644