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民办高校的品牌建设研究

文档名称:民办高校的品牌建设研究
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文档名称:民办高校的品牌建设研究
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上传者:深呼吸9257
添加时间:2019/05/14
内容摘要:
厦门大学
硕士学位论文
民办高校的品牌建设研究
姓名:屈进
申请学位级别:硕士
专业:传播学
指导教师:黄合水
20090501
摘要
摘要
改革开放以来,我国民办高校从起步到发展繁荣,经历了将近30年时间,
取得了丰硕的成果。制度保障、办学规模、舆论氛围等,都有了很大的改进。尽
管如此,相比公办高校而言,民办高校在经营能力、办学质量、品牌形象等方面
仍然处于弱势地位。与美国私立高校相比,中国的民办高校尚处于初级发展阶段。
要达到美国高校中公立、私立学校平分天下共荣发展的局面,中国民办高校还有
很长一段路要走。本文基于这样一种背景,研究民办高校走出困境,参与全球教
育市场竞争的策略和途径,从品牌与经营的角度,探索适合民办高校实际情况的
发展道路。
在总结我国民办高校发展情况和借鉴美国营利性大学经营经验教训的基础
上,笔者认为,进行“大学经营”和“品牌建设”是国内民办高校走出困境参与
竟争最有效的途径,也是民办高校面对当前市场环境的战略选择。民办高校要取
得全面协调发展,必须坚持两条腿走路,一条腿是大学经营管理,一条腿是大学
品牌建设。离开了经营,品牌建设就缺少了物质基础和战略准备;离开了品牌建
设,大学经营就难以超越营利追求,实现大学教育的真正目的。经营管理和品牌
建设同时又互为因果,经营的过程中,需要引入品牌的理念,而品牌的建设需要
引入经营的理念,二者相辅相成,缺一不可。
本文共分四个部分进行论述,“内国外民办高等教育的发展概况”是从国内外
民办高校的发展背景入手,提出民办高校尤其需要经营和品牌建设的问题;“大学
经营与品牌建设概念阐释”是要厘清概念,进一步分析“什么是”和“为什么要”
进行大学经营和品牌建设的问题;“民办高校经营策略与品牌建设途径分析”旨在
解决怎样经营,怎样建设品牌的问题。最后,提供一则笔者认为非常有代表意义的
关于品牌经营的典型案例,用以说明本文观点在民办高校的具体应用情况。
关键词:民办高校;大学经营;品牌建设
民办高校的品牌建设研究
ABSTRACT
Since the economic revolution and opening up of China, private colleges and
universities in China have a history of almost 30 years of development from their
earliest stages to the prosperity seen today; and this has been a fruitful time for them
egal protection, school size, public opinion, and many other areas have all seen
significant improvement. However, compared with public institutions, the private
schools operation, quality, image, and other aspects are still in a weak position.
Compared with American private schools, Chinese private schools are just in the
beginning stages of development. To attain the status of American public and private
universities which develop side by side with as equals, Chinese private universities
still have a long road ahead of them. This thesis is set against that background. This
thesis researches ways to lead private colleges and institutions in China past their
challenges and into a competitive position in the global education market; it explores
appropriate and realistic polices and methodology, from the perspective of operations
and brand design, for the continued development of private schools
On the basis of a summary of the situation of private Chinese colleges and
universities and referencing American private universities operations experience and
education, the writer of this paper believes that the operations and brand development
of universities is domestic private colleges and universities most effective way to
overcome the challenges and competition they are facing. This is also a strategic
choice for facing the current market environment. Private colleges and universities
must achieve comprehensive, coordinated development and must continue to walk on
two legs, one of which is operations management, and the other of which is brand
development. Apart from university operations, a brand lacks a material basis and
strategic preparedness. Without developing a brand, university operations will not be
able to realize the desired profits and achieve the true purpose of university education
Operations management and brand development are in a mutual cause and effect
relationship. The process of operating requires the inclusion of a brand concept; and
design of a brand requires the inclusion of operational considerations. The two
complement each
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