摘要：中小学学校品牌相关研究作为近些年来教育管理的一个新热点，逐渐受到教育管理学者和教育管理实践工作者的关注。实施品牌战略是中小学学校适应教育国际化潮流、应对经济全球化挑战的必然选择，是新课程改革不断深化背景之下，学校求得发展的根本举措,在整合优质教育资源和促进基础教育在多样化中寻求均衡化发展方面意义重大。所以为顺应国际新环境和新时代文化发展的趋势的要求，在变革时代的大背景下，本文从学校发展自身对品牌的诉求着手，结合学校组织特性进行学校品牌建设研究。

本文按照中小学校品牌内涵与功能、建设的要素和系统框架分析，以及基本方案的顺序展开论述。首先，笔者对中小学品牌内涵进行了解析"在进行品牌哲学思考基础上,笔者提出学校品牌是一种人的关系，学校文化则是关系建立的基础。而学校品牌的内涵核心是学校的文化品位，培植独特的学校文化的过程也就是创建学校品牌的过程。其次，笔者搭建了中小学学校品牌建设的系统框架并进行了要素分析"笔者认为,学校品牌建设的要素有：文化、战略和管理。没有管理支持，战略就无以实现；而没有战略部署,管理就没有方向和层次；而只有扎根于文化，战略才能浸润人心。在学校品牌培植的过程中，只有形成从内向外辐射的文化场，才能对内达到共同愿景，对外扩大品牌张力，获得美誉度和社会认可。据此，本文构建了学校品牌建设系统框架图。在此基础之上，本文还提出了学校品牌建设的基本方案，即找准品牌定位、制定品牌战略、加强品牌推广、完善品牌维护。最后，笔者以山西省XX实验小学为个案,对其品牌战略进行了分析，并就其品牌进行了调查，对品牌管理进行了检视，从“实然”的角度分析了近年来在品牌战略管理中取得实效的成功经验和管理方法，期望为中小学学校品牌建设的研究提供具有一定理论价值的分析工具，并对学校管理提供具有实践意义的可行路径。

关键词：品牌；学校品牌；学校文化

总结：

本文分为三部分，第一部分为导论，包括研究问题的提出、核心概念界定、研究目的和意义、研究方法以及文献综述。

第二部分为第一章至第三章，阐释了学校品牌的内涵及品牌声誉、学校品牌的运行机制和功能；系统研究了中小学学校品牌建设的CIS战略，精神文化、制度文化、物质文化组成的学校文化，愿景管理、制度管理、技术管理三大管理支持的系统框架；阐述了学校品牌系统建设的基本方案——制定品牌战略、完善品牌维护、加强品牌推广。

第三部分为案例分析。使用理论对山西省某实验小学品牌战略组合进行了分析，并进行了品牌调查和结果分析，指出品牌建设能让学校走上内涵式生存和发展的道路。

Abstract: Presently, studies on the School brand, as one of the research focus, have gradually caused the great concerns of scholars of educational management and educational administrators. Under the background of deepening the new curriculum reform in China, implementing the school brand strategy is an inevitable choice for schools to meet the educational internationalization requirement and take up the challenges with economic globalization. It is also the fundamental measures for the primary and junior secondary schools to peruse their further development and plays the important role in integrating educational resources to promote the diversified and balanced development of primary education. So, under the background of deepening reform, to meet the demands of the new international environment and the cultural development in a new era, this article, which is based on an appeal of the development of schools for the brand and related with school organization characteristics, studies the brand construction of the primary and secondary schools.

This article dissertates by the sequence of the connotation and the function of the school brand, then the elements and the frame of the school brand construction system, and the construction strategy of the school brand. Firstly, the author analyses the connotation of the school brand. On the reflection of brand philosophy, the author holds that the school brand is a kind of relationship of people, the construction of which bases on the school culture. What’s more, the cultural grade of the school is the actual connotation of the school brand. And cultivating the unique school culture is the process of the creation of the school brand. Secondly, the author points out that there are three essential factors of school brand construction, the culture, the strategy and the management, and puts forward factor analysis. With these elements, the author has constructed and analyzed the frame of school brand construction system in the article. Without the management support, the strategy cannot be realized, and without the strategy, there is no direction and arrangement in the management, meanwhile, only through the implantation of culture can the strategy be implemented willingly by the members of the school. Hereby, this article presents the configuration frame diagram of this construction system. On this basis, the article proposed four strategies to construct school brand, which are the school brand localization strategy, the school brand founding strategy, the school brand promotion strategy and the school brand maintenance strategy. Finally, to analyze its brand strategy and management, the author makes a case study on an experimental elementary school of Shanxi, through which this paper presents the successful experiences on how to effectively carry out the brand strategy from a practice point of view. By this thesis, the author expects to create analyzing tool with theoretical significance for the following study of the construction of the school brand and provide a practical method to the brand management of the primary and junior secondary schools.

 Keywords: Brand; School Brand; School Culture

（李旭 教育经济与管理专业 首都师范大学硕士学位论文 2009年5月）