论高校品牌建设与提升

摘要：每年高考结束后，各省市文理科状元的去向成为社会关注的焦点。有的学校更是以能招收多少名状元为荣。在这场激烈的状元争夺战背后，折射出的是学生、家长和社会对学校品牌的认可。近年来，学校纷纷合并，改名之风盛行，旨在首先把学校做大。这从一个侧面反映出我国大学目前还缺乏自己的特色，并未能真正树立起自身的品牌。而面对我国蓬勃发展的高等教育和日趋激烈的教育市场竞争，如何从实际出发，以自身的特色为基础，建立、维护和提升自身品牌是每个高校都不得不面临的重要问题。

本文在理论分析的基础上，对我国高校品牌体系的构建、应用，以及高校品牌的经营与提升做了深入分析，并以鲁东大学为案例进行了剖析。

关键词:高校品牌；高校品牌建设体系的构建；高校品牌的经营与提升策略

总结：本文主要分为五个部分：

第一部分为引言，包括问题的提出、文献综述以及文章结构及创新。

第二部分为高校品牌建设与提升的理论分析，主要包括高校品牌的涵义与特征、高校品牌的形成机理等。

第三部分为高校品牌建设体系的构建，包括了高校品牌建设的必要性、现状和高校品牌建设体系的构建和价值评估等。

第四部分为高校品牌的经营与提升策略，主要涉及先进的办学理念、准确的学校定位、浓厚的校园文化、雄厚的师资力量、高素质的人才培养、规范的高校

形象设计、国际影响的开拓等。

    第五部分为高校品牌价值提升的案例研究，以鲁东大学为例，剖析了鲁东大学的成长历程、启示以及发展对策等。

Abstract: The science champions of provinces and cities become the focus of attention every year, after the college entrance examination ending. Some schools are more able to recruit the number of proud champion. That is a reflection of recognition to community school's brand. In recent years, schools have been merged, renamed and aimed at the bigger schools. This is reflected that our university is still a lack of own characteristics and can not really establish its own brand from one aspect of. In the face of China's vigorous development of higher education and the increasingly fierce competition in the education market, how to precede from reality, with its own characteristics as the basis for the establishment, maintenance and upgrade its own brand is the important issue to every colleges and university.

This paper researches on the building up, application of our country branded Colleges and Universities system and the operating and upgrading the college brand, on the basis of theoretical analysis and does an in-depth analysis on Lu Dong University.

Key words: University brand；The establishment of university brand construction system；The management and promotion tactics of university brand

(刘德国  山东大学国民经济专业硕士学位论文)