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民办高校品牌建设研究

文档名称:民办高校品牌建设研究
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文档名称:民办高校品牌建设研究
文档关注次数:1603
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文档大小:1505KB
上传者:lanfengye112
添加时间:2019/05/14
内容摘要:
Y87
学校代码10200
研究生学号:1018203084
分类号:G40-05生
级:无
东写
硕士学位论文
民品
A Research into Brand Construction of the
Non-government Funded Colleges
作者:王丽秋
指导教师:杨秀授
学科专业:教育经济与管理
研究方向:教有管理
学位类型:学历碩士
东北师范大学学位评定委员会
2006年5月
中文摘要
市场经济的发展促进了学校办学主体多元化格局的形成和教育市场竞争的加剧,民
办教育作为社会主义教育事业的重要组成部分,在教育市场中发挥着积极的作用,为我
国教育事业的发展带来了生机与活力;高等教育大众化时代的来临更为民办高校迎来了
发展的机遇和春天。但是需要保持清醒的是民办高校无论是在办学历史、学科建设、师
资力量还是知名度上都无法与公办高校和外国高校同日而语。因此民办高校在注重学校
软硬件建设的同时应该把学校品牌的建设提升到战略的高度,要认识到品牌在学校发展
中的重要作用,品牌知名度和美誉度的提升能够给学校带来的卓越效应和良好的办学效

本论文主要阐述了市场经济条件下民办高校品牌建设的若干问题,对于“品牌”这
个本属于经济领域的现象在教育领域的使用和作用进行了辨析和明确。特别是在民办高
校的品牌建设过程中应注意的问题,如民办高校品牌的概念界定、内涵外延、打造策略
等方面给予了详细的阐述。
本论文分为四个部分:第一部分是市场经济条件下民办高校的困境与诉求,表明民
办高校必须走品牌化办学之路;第二部分是对品牌及民办高校品牌的理论界定极其内涵
解读;第三部分是对民办高校品牌建设的策路分析;第四部分结语是指学校品牌建设完
结之后并不是品牌的结東,品牌是一个品牌建设、品牌扩展、品牌延伸和品牌管理的动
态发展过程。
关键词:教育市场民办高校品牌民办高校品牌
Abstract
The development of market economy promoted the formation of school main body
multiplicity pattem and he intensification of he comptition of educational market As the
impor ant constituent of the socialist ucation enterpise education run by the local people has
played the positive role in the make of ucation and as brought he vitality and the vigor for the
educational development of our country. With the coming of the time of higher education
populatity universities run by the local people saw the opportunities of development and the spring
But we need to keep clear-headed to the fact hat the universit managed by the local people can not
be the same as the public university and the forein university no matter what it is like in the history
of running a school, subject constuction, strength of teachers and materials and reputation.
Therefore while paying eat at ion t the construction of the school software and hardware, the
university managed by the local people is supposed to promote the school brand construction to the
strate ic altitude and must realize the vital role of the brand in the school development. The
reputation of the Brand and the promotion of esthetic education can bring the remarkable effect and
the good school benefit to the schoo
The paper mainly elaborated the problems such as the brand construction of
non-goverment funded colleges under market economy condition. It has also differentiated and
analyzed and made sure of the uses and fuctions of"the brand which belongs to the
henomenon of economical domain, Specially it has given the detailed elaboration to the
questions which should be paid at enion to in the brand construction process of universities
managed by the local people such as the definition of the concept of brand university run by the
local people, connotation and extension and creation strategy.
The paper is divided into four parts: The first part is the difticult situations and the
demands of the non-govemment funded colleges under the market economy condition, it
indicates the non-government funded colleges must wak the Road of branding of running a
school; The second part is the definition and explanation of the brand theory of the
non-government funded colleges Te third part is te strategy analysis of brand construction
of the non-government funded colleges; The fourth part is the conclusion that point out t
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