高校品牌建设研究

摘要：21世纪的中国教育己经进入品牌时代，随着现代高等教育从精英教育转向大众教育的发展趋势，高等教育正在由卖方市场向买方市场转变，社会对高等教育质量的要求将越来越高，高校之间的竞争也将越来越激烈，要赢得竞争，必须整合教育资源，提高教育质量，提升学校形象，培育自己的品牌。因此，大学品牌的塑造对于大学自身的发展以及在高等教育市场中获取竞争优势都是极为必要的。本文基于这样一种背景，研究高等教育大众化形势下的高校品牌建设的内涵和意义，总结国内外高校品牌建设的经验与不足，探索高校品牌的建设思路与途径。本文通过分析高校品牌建设的现状以及结合国内外高校品牌建设的经验，从内在和外在两个方面阐述了高等学校品牌形象塑造的思路。

关键词:高校品牌；建设现状；塑造思路；建设途径

总结：本论文主要分为五个部分:第一部分为引言，包括问题的提出、文献综述以及研究方法。

第二部分:对高等学校的品牌进行基本的概述，突出了高校品牌与传统意义上的产业品牌不同的特点，并对高校品牌形象重要性进行了阐述。

第三部分:通过对国内外著名高校的案例分析以及经验总结，指出了我国高等学校品牌形象塑造中存在的问题。

第四部分:提出了高校品牌的塑造思路。从内在和外在两个方面比较具体的阐述了高等学校品牌形象塑造的思路。通过内在核心-一树立品牌意识、合理定位以及丰富的大学文化的分析，说明了内在塑造的思路。通过引入企业形象识别进入大学和对大学品牌管理的分析，说明了外在塑造的思路。

第五部分:从注重创新、打造名师、建设核心学科、提高质量、加大资金投入等方面详细阐述了高校品牌的建设途径。

Abstract：21 st Century Education in China has entered an age of branding, with the modern higher education from elite education to mass education trends, higher education is changing from a seller's to buyer's market, the society will become increasingly high to quality requirements of higher education, competition among colleges and universities will become more intense, to win the competition, we must integrate educational resources, improve the quality of education and enhance school image, cultivating their own brands. Therefore, shaping university brand to its own development as well as gaining competitive advantage in the higher education market are extremely necessary. Based on such a background, this article studies the meaning and significance of University brand building under the situation of higher education popularity, sums up the experience and the lack of domestic and international universities of brand building, explores the ideas and approaches of university brand building.capital investment is insufficient and so on. Through analyzing the status of university brand building as well as combination the experience of domestic and foreign university brand building, from both internal and external brand image-building, this article expounded the idea of universities brand building.

This paper is divided into five parts: the first part is the introduction, including the questions we ask, literature review and research methods.

Part II: introducing the basic concept of university brand, highlighting the different characteristics between the university brand and the industry brand in the traditional sense, and describing the importance of university brand image.

Part III: Through analyzing cases of domestic and foreign problem well-known universities, as well as lessons learned, this part points out the of Chinese university in shaping the brand image.

Part IV: this part elaborated the idea of shaping university brand image specifically from internal and external two aspects. Through the inner core-build brand awareness, reasonable location and wealthy university culture analysis shows that the intrinsic shape of thought. Through introduction of corporate identity to enter university and analysis of university brand management, this shows the external shape of thought.

Part V: this part described the ways to university brand-building from focusing on innovation, creating famous teacher, building the core subjects, improving quality, policy preferences, and increasing capital investment and so on.

 Key words: university brand; construction status; shaping ideas; building ways

(高海榕  教育经济与管理专业山东经济学院硕士学位论文)