学校品牌建设探索

摘要：品牌，一般是指产品与社会多方面关系的总和，它是一种名称、标记或符号，是一种承诺、象征、价值和文化，是一切无形资产总和的全部浓缩，它代表着消费者因其在生活中对产品与服务的感受而滋生的信任和关联性。学校品牌是一种无形的，对人们的心灵施加定向影响或产生倾向性导向作用的力量，它是教育工作者为追求和创造教育质量，优化教育产品而逐渐积淀成的一笔宝贵的且可传播的财富。它既是一笔无形的财富，又是一座可供持续开采的金矿，具有极高的价值。

本文共分六章,国内外对于学校品牌建设的研究及现状,在教育市场化竞争日趋激烈的今天,只有树立强烈的品牌意识,不断加强学校的品牌建设,提高知名度,美誉度,升学率,包括名牌率,才能立于不败之地。学校品牌的建设要有准确的自身定位和稳定的培养模式，要有品牌化的管理,要有名教师和品牌校长,要有良好的校园文化,学校品牌不仅要建设,更要经营,才能取得更大的发展。学校品牌的经营可以多元融资,兼并式经营,集团化经营,连锁式经营(开办分校),带动式经营。

学校要有强烈的品牌意识,学校的品牌建设需要大量艰苦细致的工作,成为品牌学校后,还要己的品牌价值和意义,自觉树立品牌意识,主动实施品牌战略,有意识、有目的、有计划地去进一步打造品牌,保护品牌,延伸品牌,充分发掘品牌的价值,发挥品牌充分认识到自的作用。

关键词:学校品牌；品牌校长；名师；校园文化

总结：第一部分为引言，主要讲述了学校品牌建设的提出及原因，文献综述，本课题的研究方法，国内外对于学校品牌建设的研究及现状。

第二部分为第二章和第三章，主要论述了品牌意识与学校发展的关系问题，学校品牌的自身定位与培养模式。学校品牌的建设要有准确的自身定位和稳定的培养模式，要有品牌化的管理,要有名教师和品牌校长,要有良好的校园文化,学校品牌不仅要建设,更要经营,才能取得更大的发展。

第三部分为第四章至第六章，主要论述了学校品牌建设的具体措施。学校品牌的经营可以多元融资,兼并式经营,集团化经营,连锁式经营(开办分校),带动式经营。学校要有强烈的品牌意识,学校的品牌建设需要大量艰苦细致的工作,成为品牌学校后,还要己的品牌价值和意义,自觉树立品牌意识,主动实施品牌战略,有意识、有目的、有计划地去进一步打造品牌,保护品牌,延伸品牌,充分发掘品牌的价值,发挥品牌充分认识到自的作用。

Abstract: The brand, generally is refers to the product and the social various relations sum total, it is one kind of name, the mark or the mark, is one kind of pledge, the symbol, the value and the culture, is all intangible asset sum totals completely concentrations, it is representing the consumer because of it in the life the trust which multiplies to the product and the service feeling and the connect. The education brand is one kind which the school forms invisible-exerts the directional influence to people's mind or has tendentious, the guidance function strength, the wealth which it is the educator for the pursue and the creation education quality, the optimized education product but gradually accumulates which precious also may disseminate. It not only is invisible wealth, also is the gold ore which may supply to continue to mine, has the extremely high value.

This article altogether is divided six chapters, domestic and foreign regarding brand school construction research and present situation, is educating market competition day by day intense today, only has acquires the intense brand consciousness, unceasingly strengthens the school the brand construction, enhances well-knownness, fine reputation, the proportion of students entering schools of a higher grade, including the name brand rate, can stand to the invincible position. The brand school construction must have the accurate own localization and the stable raise pattern, must have the brand management, wants the famous teacher and brand principal, must have the good campus culture, The brand school not only must construct, must manage, can obtain a bigger development. The school brand management may many Yuan financing, the annexation type management, the group management, the chain-like management (set up branch school), impetus type management.

The school must have the intense brand consciousness, the school brand construction needs the massive difficult careful work, after becomes the famous school, but also must fully realize to own brand value and the significance, determination acquires the brand consciousness, The driving implementation brand strategy, consciously, has the goal, has the plan further to make the brand, protects the brand, extends the brand, fully excavates the brand the value, the display brand function.

Key words: School brand; brand principal; famous teacher; campus culture

（吴国辉 河北师范大学教育管理专业硕士学位论文）