论学校品牌建设

摘要：本文着力从文化的视闻，在变革时代的大背景下，从学校发展自身对品牌的诉求着手，结合学校特性进行学校品牌建设研究，尽量突破学科概念的简单移植、实践观念萌发、合理性论证不足等研究缺陷，理清变革时代的学校品牌建设思路。

 本文采用文献法、比较法和历史法对学校品牌建设的概念、依据、主体、目标、内容、原则、过程和策略、保障八个方面进行论述。本文的第二章至第七章主要论述学校品牌建设是什么和学校品牌建设的依据、主体、目标、内容和原则分别是什么的问题;第一章引言部分有关研究意义的论述解决为什么进行学校品牌建设的问题;第八章和第九章的论述解决如何进行学校品牌建设的问题。

笔者认为，学校品牌建设就是以品牌等理论为其理论依据，以变革时代、学校变革的思路和学校自身的特性为其现实依据;遵循生命、质量和个性等原则;针对指向学校内部的学校品牌建设进行的精神层面的学校品牌核心价值观、物质层面的学校品牌视觉个性和行为层面的学校品牌行为个性的建设，针对指向学校外部的学校品牌社会效应和“消费者”的建设;通过学校品牌建设保障机制的不断完善，由学校品牌建设的主体，即以校长牵头的学校管理者、教师和学生的通力，最终产生具有显著差异和品味的以强势主流学校文化为深刻内涵的指向学校内部学校品牌精神、物质、行为等层面和指向学校外部的学校品牌社会效应、“消费者”效应整体水平的学校差异性和品味性的提升。

具体来讲，学校品牌建设的依据，包括理论依据和现实依据。理论依据包括品牌等理论研究成果，现实依据包括我们的学校所处的整个社会的变革时代的特性、学校变革的思路和学校自身的特性。依据学校品牌实现时间长短的不同，将学校品牌目标分为长期目标和短期目标。依据学校品牌内外体验的需求，将学校品牌建设的内容理解为指向学校内部和外部的学校品牌建设内容。从文化的视阂看，学校品牌和学校文化是一个事物的两个方面，学校品牌的灵魂是学校文化，学校品牌是学校文化具有差异性和品味性的外显，我们将指向学校内部的学校品牌建设内容理解为学校品牌精神层面的学校品牌核心价值观、物质层面的学校品牌视觉个性和行为层面的学校品牌行为个性;指向学校外部的学校品牌建设内容理解为学校品牌社会效应和学校品牌“消费者”效应。依据学校的特性和品牌建设的特性，笔者将学校品牌建设的原则理解为生命原则、质量原则和个性原则。

关键词:学校品牌;建设;依据;主体;目标;内容;原则;过程和策略;保障

总结：文章分为三部分，本文采用文献法、比较法和历史法对学校品牌建设的概念、依据、主体、目标、内容、原则、过程和策略、保障八个方面进行论述。

第一部分为绪论，主要介绍了问题提出的背景，研究的目的和意义，研究内容和方法。

第二部分为第二章到第七章，主要论述学校品牌建设是什么和学校品牌建设的依据、主体、目标、内容和原则分别是什么的问题。学校品牌建设就是以品牌等理论为其理论依据，以变革时代、学校变革的思路和学校自身的特性为其现实依据;遵循生命、质量和个性等原则。

第三部分为第八章和第九章，论述解决如何进行学校品牌建设的问题。指向学校内部的学校品牌建设阶段中，首先要进行学校品牌核心价值观的建设;其次要进行学校品牌视觉、行为个性的建设。指向学校外部的学校品牌建设阶段中，首先要针对学校品牌“消费者”效应中存在的问题及原因进行考察，之后给予针对性地建设;其次要针对学校品牌社会效应中存在的问题及原因进行考察，并给予针对性的建设。

Abstract: Under the background of changing times, the thesis studies school brand construction according to the demand for brand in schools' development from the of cultural perspective, considering schools' characteristics. The author tries to break some research shortages, such as simple transplantation of course concepts, producing idea from practice, lack of rationality, etc. The research manages to make clear the thinking of School Brand construction with Chinese history and culture.

This Thesis mainly adopts literature research method, comparison method and history method to study the concept, contents, basis, subject, principle, strategy, guarantee mechanisms and objective of School Brand construction. From chapter 2 to chapter 7, what is school brand construction and principles, subject, aim and content of school brand construction are discussed. Chapter 1，namely introduction, points out the meaning of the study and why to build school brand.Chapter8 and chapter 9 explore how to build school brand.

We think that School Brand construction is based on the thinking of ages change and school change, and school characteristics. It should follow the principles, such as life, quality and character...etc. It depends on the integrated dissemination strategy containing core value of School Brand concerning spirit, vision character concerning material and behavior character pointing to the inner part of a school, in addition to system guarantee. School Brand construction relies on full cooperation of school governors, teachers and students to show the obvious difference and taste by essential school culture concerning school interior and social effect, consumer effect concerning school exterior.

Specifically, construction of school brand should follow the theoretical and actual principles. Theoretical principles include accomplishments of research on brand. Actual principles include the characteristics of social changing times in which schools are, thought of school changing and characteristics of schools themselves. According to the dissimilarity of time length of School Brand construction's form, we divide the targets into long-term target and short-teen target. According to the internal and external need of School Brand construction, the contents of it can be understood from the two aspects of directing at internal and external need of school. School Brand and school culture are two sides of one coin, from the perspective of culture. The key content of School Brand is school culture, which embodies school brand. School Brand's core value at spiritual aspect and visual and behavioral personalities at material aspect can be understood through the content of School Brand which directed at the interior of schools. Social effects and consumer's effects can be understood through the content of School Brand which directed at the exterior of schools. On the basis of schools' characteristics and brand building characteristics, the principles of construction of school brand composes life, quality and personality.

Keywords: School brand; Construction; Basis; Subject; Objective; Contents; Principle; Process and Strategy; Guarantee mechanisms

(温双艳 山西大学教育学原理专业硕士学位论文)