民办中学品牌建设的个案研究

摘要：自《民办教育促进法》颁布以来,中国的民办教育取得了长足发展,但仍面临着社会地位不高、发展水平参差不齐、学校品牌认可度低的困境。如何认识民办学校的发展及帮助其走出困境,正是本文的研究意图。伴随社会主义市场经济的产生和发展,追求优质品牌成为在竞争中取胜的关键,教育市场也不例外。因此,我国民办学校作为市场经济的产物,应当具有强烈的品牌意识。

本研究以保定市美术中学为个案,在研究过程中通过文献研究和实地考察获知相关信息和资料,结合品牌和学校品牌的理论,分为学校品牌建设的过程及主体两方面进行分析。具体介绍了保定市美术中学关于学校品牌建设的有效策略,阐述了品牌建设过程中出现的问题与解决措施,最后对以上研究进行总结和评价。本研究的结论是,近年来民办教育虽然有了较大程度的发展,但民办学校仍存在种种薄弱之处。而塑造品牌形象,创建品牌学校,打造出具有本校特色的优质品牌才是民办学校走出发展瓶颈的关键。民办中学的品牌建设并不是将企业品牌的理论进行简单移植,而是学校对有效资源进行整合以增强自身实力,提高学校总体上的办学水平与办学效率,增强人才培养质量和社会影响力,树立学校特色品牌。

关键词:民办中学；品牌建设；保定市美术中学

总结：文章第一部分为绪论和第二章，主要介绍了本研究的背景，目的及意义，研究方法，并界定了学校品牌的核心概念，同时阐述了本研究的理论基础。

第二部分为第三章和第四章，以保定市美术中学为个案,在研究过程中通过文献研究和实地考察获知相关信息和资料,结合品牌和学校品牌的理论,分为学校品牌建设的过程及主体两方面进行分析。具体介绍了保定市美术中学关于学校品牌建设的有效策略,阐述了品牌建设过程中出现的问题与解决措施,最后对以上研究进行总结和评价。本研究的结论是,近年来民办教育虽然有了较大程度的发展,但民办学校仍存在种种薄弱之处。而塑造品牌形象,创建品牌学校,打造出具有本校特色的优质品牌才是民办学校走出发展瓶颈的关键。民办中学的品牌建设并不是将企业品牌的理论进行简单移植,而是学校对有效资源进行整合以增强自身实力,提高学校总体上的办学水平与办学效率,增强人才培养质量和社会影响力,树立学校特色品牌。

Abstract：Since the Private Education Promotion Law was promulgated, the private education in China has made considerable progress, but it is still confronted with the dilemma of social status is not high, development level is uneven, the school brand recognition is low. It is the intention that how to understand the development of private schools and out of trouble. Meanwhile, with the development of market economy and the progress of the society, pursuing brand in the market competition become the key to success, education market is no exception. Private schools as a product of the market economy should have a strong sense of brand.

Baoding art school is a case in the research. Through field investigation and

literature research institute master some information and data, combined with the brand and school brand construction theory, it introduced Baoding Art School in brand building strategy, elaborated the brand construction process problems and solutions from the school brand construction process and the main two aspects carries on the analysis. Finally the above research are summarized and evaluated, and the research prospect. It is concluded that in recent years, private education has a greater degree of development, but still there are kinds of weak spots. It is the key to build brand image, create brand school and have the characteristics of high quality brand .It is the way out of school of run by the bottleneck. Private middle school is not the brand construction enterprise brand the theory of simple transplantation. But the school for the effective resources to enhance the integration of their own strength improves the overall level of running school and their efficiency; enhance the quality of talent development and social influence, then set up the school characteristic brand.

Key words: private secondary school; brand construction; Baoding Art School.

（宋洁 天津师范大学教育学原理专业硕士学位论文）