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我国民办高校品牌建设研究

文档名称:我国民办高校品牌建设研究
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文档名称:我国民办高校品牌建设研究
文档关注次数:709
文档格式:纸质版或者PDF电子版(用Acrobat Reader打开)或Word版本doc格式
PDF格式 我国民办高校品牌建设研究 免费下载 Word格式 我国民办高校品牌建设研究 免费下载免费下载文档
文档大小:2810KB
上传者:elaineteng
添加时间:2019/05/14
内容摘要:
1091752
学号:20041402014
分类号:G648
密级:公开
学校代码:10636
四川师范大学
硕士学位论文
我国民办高校品牌建设研究
薛丹丹
培养单位四川师范大学经济与管理学院
指导教师万顺福
职称副教授
学科专业
课程与教学论
研究方向
高校经济学课程研究
论文完成日期2007年4月6日
我国民办高校品牌建设研究
渌程与教学论专业
研究生丹丹
指导老师万顺福
随着我国教育体制的改革以及教育市场的日益开放,学校品牌建设逐渐受
到各级各类高校的高度重视,并随着大学资金市场、生源市场等竟争的加剧,
显得愈发迫切,构建具有核心竟争力的高校品牌已成为我国高校可持续发展的
关键途径。我国民办高校是适应市场经济和国民对接受高等教育的迫切需求出
现的,树立品牌意识,加快品牌建设的步伐,创造和拥有品牌,对于民办高校
更好更快的发展,显得十分重要。本文将企业品牌理念滲透到教育领域,当作
种特殊的品牌来理解,既丰富了高等院校的品牌内涵,也为当前的民办教育
发展提供新的研究视角。
本文分为四部分,第一部分先从理论分析入手,对品牌、品牌理论、民办
高校和民办高校品牌进行了概述,根据民办高校品牌建设的总体特点以及品牌
塑造与竞争力的关系对民办高校品牌建设的实施进行了背景分析,说明了民办
高校品牌建设的必要性和紧迫感。第二部分从民办高校品牌建设的现状出发,
选取了具有代表性的政府和社会各界对民办高等教育认识不足、民办高校教育
资源不足、教育产品的质量问题等,较全面地分析了民办高校品牌建设过程中
所面临的问题及其原因。第三部分对美国民办高校品牌建设的模式借鉴和超
越,并结合国内成功民办高校品牌建设的典型案例,运用SWOT分析法,细致
的解剖了当前我国民办高校在品牌建设的道路上面临的机遇与挑战,对我国民
办高校的品牌建设提供了有益的思路和启示。第四部分指出民办高校品牌未来
的发展趋势以及对怎样从学校品牌的定位、品牌学科的塑造、师资队伍的建设、
高素质学生的培养、校企合作的模式、品牌形象的塑造与传播、公共关系的营
销等方面打造民办高校品牌,对高校品牌建设提出了合理的对策建议,作出了
进一步的探讨,以期增强我国民办高校发展的竞争力,实现跨越式发展。
关键词:民办高校品牌品牌建设品牌定位
The study on brand construction private universities in China
Major Curriculum and Instruction Theory
Postgraduate Xuedandan
Tutor Wanshunfu
With the reform of Chinas education system and the opening of education
market universities attach more and more importane o brand construction. Severe
competitions in fuds and student market oblige universities to construct a brand
embodying their key competition capacities, which makes a critical prt of their
sustainable development. China,'s private universities appear to meet the needs of
the construction of market economy as well as the people's urgent needs for higher
education therefore, it's specially important for private universities to build brand
awareness, quicken their steps in creating and owning brands of their own. This
paper introduces corporate brand minds into the field of education as a special type
of brand, which enriches the meaning of brand, and provides a new perspective for
study of present development of China's private universities as well.
R, This paper is composed of four parts. The first part, by means of theoretical
analysis, summarizes such concepts as brand, brand theory, private university, and
private uniersity bran and analyzes the eneral features of the brand construction
of private universities, as well as the relation between brand construction and
competition capacity, which stresses the necessity and instancy of brand
construction. The second part lists typical obstacles in the current situation, such as
indifference of govemment and society, lack of education resources, and quality
issues of education products, etc, and analyzes the obstacles and respective causes
in general. The third part provides instructive sug estions by referring to successful
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