中等学校品牌形象塑造

摘要：随着时代的发展，继企业品牌形象理论之后，近几年来学校品牌形象塑造成为教育领域中的一个新热点，对政治、经济、文化以及社会各项事业的发展产生重大而深远的影响。国家在对以往教育制度改革的基础上提出了素质教育的观念，素质教育在我国正在迅速发展。学校文化本身的特点要求我们细节上一点一滴的经营与积累，而不是将一种外在的文化细胞移植于学校体内。中等学校通过品牌形象建设工程，将自身的优势资源加以整合，对外界进行导引和进一步的诊释才能实现与大众的交流和沟通，增强学校的认知度与美誉度。如何打造学校品牌文化，凸显学校个性与特色，这正是学校文化515规划研究的主要课题。另外，学校文化建设还是促进青少年学生心理健康发展的直接途径。建设健康向上的学校文化可以为青少年个性自由发展提供广阔的天地，有助于造就个性鲜明、情趣高雅、知识丰富、结构合理、发展全面的人才这一教育目标的实现。因此，学校515系统的完善与否从一定程度上也反映出社会的发展程度和对人的尊重。中等学校品牌的塑造应注重从别人忽略的并且尚未开拓的方面入手，填补空白领域的策划。本文从心理学的角度出发去分析学校品牌形象的塑造是一个体现人文关怀的设计思路，并且从理论和实践的角度去尝试研究学校品牌形象塑造。理论部分在对学校品牌形象进行了多维分析的基础上，侧重探讨学校品牌形象塑造的意义及方法，阐述新时期学校品牌形象塑造的重要性及在实施过程中应把握的原则。实践部分旨在通过建构学校形象识别系统，将学校的形象、个性和特点有效地传播给社会公众，同时使全体师生对学校提出的教育理念达成共识，并有效地规范和协调自身行为，从而凝聚成学校强有力的核心竞争力。

关键词：学校品牌形象；515系统；学校文化；程序与方法

总结：第一部分为绪论，主要介绍了本课题研究的背景、现状，研究方法与研究意义。

第二部分为第二章至第四章，主要从心理学的角度出发去分析学校品牌形象的塑造是一个体现人文关怀的设计思路，并且从理论和实践的角度去尝试研究学校品牌形象塑造。理论部分在对学校品牌形象进行了多维分析的基础上，侧重探讨学校品牌形象塑造的意义及方法，阐述新时期学校品牌形象塑造的重要性及在实施过程中应把握的原则。实践部分旨在通过建构学校形象识别系统，将学校的形象、个性和特点有效地传播给社会公众，同时使全体师生对学校提出的教育理念达成共识，并有效地规范和协调自身行为，从而凝聚成学校强有力的核心竞争力。

Abstract: Competition in the 21 st century is not only the competition of the product quality, variety of combat, but also the competition of brand image. With the development of the times, following the theory of corporate brand image, brand image of the schools has become the hot point in the field of education in recent years. In the history of human development, education has never mentioned strategic and overall perspective on the political, economic, cultural and social development of various undertakings and human development, which brings about a significant and far-reaching impact.

Moreover, in recent years, the concept of quality education has been built in China based on the reform of education. Now quality education in our country is advancing rapidly. Secondary schools students are paid attention by Chinese educators. The development of society relies on their talents after they become adults.

They are the force of the future. Training qualified secondary school graduates is the duty of every educator. Truly human-oriented school education means that the secondary schools students can be provided a safe, comfortable, orderly life and learning environment. Mastering the psychological situation of students will promote effective communication between teachers and students. The internal and external communication of schools is the prerequisite that whether it will be accepted. By the construction project of brand image, schools can combine their advantages and resources so as to direct people and realize communication with people. Finally that will enhance the recognition and credibility. Therefore, the improvement of SIS reflects social development and respect for human beings.

This article analyzes a concept that the building of school brand image is a reflection of humanistic concern. The theoretical parts pay more attention on the meaning and guiding principles of schools brand building based on a mufti-dimensional analysis, and discuss the importance and principles in the course of operation of schools brand building.The aim is to construct the SIS and communicate the image, personality and features to the public. Meanwhile, all the faculties and students will have the same recognition of the schools educational concepts, regulate their behavior, and form the strong cohesion in the school.

Keywords: School Brand Image; SIS System; School Culture; Procedures and methods

（李颖 山东大学设计艺术学专业硕士学位论文）