中小学学校品牌建设研究

摘要：随着中国市场经济体制的日趋成熟，品牌已渗入到人民生活的各个领域。随着教育改革的深入发展，学校之间的显性资源条件将逐步趋同，只有品牌才是独一无二、不可复制的资产，才是学校生命最持久的“动力之源”,才是学校的核心竞争力。因此建立品牌化学校己经提升到学校战略发展的高度了。在实践中我们也看到学校品牌开发建设日益为学校及教育行政部门所重视。论文分析了现今教育界的品牌发展现状,从理论和实践的角度尝试研究中小学学校品牌建设。论文主体分为五大部分:首先,前言部分就选题的背景,课题研究的意义,核心概念的界定,文献综述和研究方法作了说明;第一部分,阐述了学校品牌的特性和建设学校品牌的意义;第二部分,对中小学学校品牌建设的指导原则进行了说明;第三部分,以苏州为例,通过对中小学学校教师、校长及在读学生家长进行调查问卷的方式,采集、分析数据,从而对中小学学校品牌建设的现状有了比较清晰的了解并据此确立了论文主要的研究内容;第四部分,以CIS(组织识别系统)为理论基础,研究了中小学学校品牌形象策划的基本内容;第五部分,阐明了中小学学校品牌建设的具体措施;最后,是论文的结语。中小学学校品牌建设是教育管理领域的一个新课题,希望本文能对未来中小学学校品牌建设提供思路和有益的帮助。

关键词:品牌；中小学学校品牌建设；原则；策划

总结：论文主体分为五大部分:

首先,前言部分就选题的背景,课题研究的意义,核心概念的界定,文献综述和研究方法作了说明。

第一部分,阐述了学校品牌的特性和建设学校品牌的意义。

第二部分,对中小学学校品牌建设的指导原则进行了说明。

第三部分,以苏州为例,通过对中小学学校教师、校长及在读学生家长进行调查问卷的方式,采集、分析数据,从而对中小学学校品牌建设的现状有了比较清晰的了解并据此确立了论文主要的研究内容。

第四部分,以CIS(组织识别系统)为理论基础,研究了中小学学校品牌形象策划的基本内容。

第五部分,阐明了中小学学校品牌建设的具体措施。

最后,是论文的结语。中小学学校品牌建设是教育管理领域的一个新课题,希望本文能对未来中小学学校品牌建设提供思路和有益的帮助。

Abstract: With the development of China's market economy, brand has been very popular in people's daily life. The reform of the education system and the increasing demand of the high-quality education from the society make the education competition enter a new era.---- the competition of a school's Thus, building a school's brand has been a strategic problem. In practice, we also find that the brand developing is increasingly got much attention by schools and education departments.

This paper analyses the brand statues in the present educational area and tries to study how to build a school's brand in primary and secondary schools from theoretical and practical perspectives.

The main body of the paper consists of five parts. Firstly, is the introduction to explain the backgrounds of the research purposes, theoretical significance, some definitions and methods of the research. In the first part, I summarize the characteristics and significance of a school's brand. In the second part, I explain the principles that should be followed during operation. The third part is the status quot investigation to the teachers, principals, parents in primary and secondary schools. I analyses the collected data and thus have a general understanding of the present situation of building a school's brand in primary and secondary schools. According to these data, the main contents in this paper are set. In the fourth part, based on CIS, a corporate identity system(MIS, the mind identity system; BIS, the behavior identity system; VIS, the visual identity system), I clarify the strategy of a school's brand image. In the fifth part, I put forward the specific measures of building a school's brand. Finally, is the conclusion of the article.

Key words: the building of a school's brand in primary and secondary schools; principles; strategy

（张悦 苏州大学教育管理专业硕士学位论文）