摘要：学校品牌建设是学校改革与发展的新着力平台。建设学校品牌能够进一步提升学校的办学思想和境界，能够形成学校的办学特色和文化个性，能够提高学校的教育质量，使其培养出更多的优秀人才，更加受社会、家长和学生的拥戴和支持，从而成真正的优质教育资源。目前，我国教育发展存在的主要矛盾是优质教育资源的短缺与人民群众对优质教育资源的需求之间的矛盾。20世纪90年代以来，义务教育阶段择校问题就引起了国家的关注，“赞助费” “捐资助学费”“共建费”等各种形式的择校费虽明令禁止，但却不见效果。这一现象仍然是屡禁不止，并持续成为社会关注的热点。究其原因，我们现缺少“好学校”，学生上“好学校”难，上品牌学校更难。也就是说，是优质教育资源的缺乏导致了 “择校热”，导致了不正当、不公平的竞争。如何解决这一矛盾，如何让更多的学生享受到优质教育资源？进行学校品牌建设研究势在必行，大力推广及宣传优质学校品牌，是扩充优质教育资源，有效缓解和逐步解决这一矛盾的基本途径。

因此，本文以“民办学校品牌建设”的背景作为切入点，深入研究民办初中教育品牌建设的相关理论和基本概念，充分学习名校品牌建设经验，进而探讨初中教育BC中学校品牌建设实践案例，分析BC中学校在品牌建设途径中的优点与不足之处，总结BC中学校在品牌建设中可能会遇到的问题，提出可行且有针对性的优化措施,最后形成本研究结论。

通过本研究,一方面进一步完善BC中学品牌建设途径,使其品牌更具竞争力，逐步形成民办中学的优质教育品牌；另一方面对那些尚未进行品牌建设的民办学校及教育机构提供更优化、更符合当前教育现状的参考方案，以帮助其更快速、高效的达到塑造优质教育品牌的目的。

关键词：民办中学品牌；学校品牌建设；品牌建设途径

总结：

本文分为三部分。第一部分为第一章至第二章，分别从研究背景及意义、研究内容和方法、概念界定、研究基础理论及研究范畴。

第二部分为第三章至第四章，进行了名校品牌建设途径的解析，包括精细化管理、借助公关活动、营造品牌共鸣效应三大途径；进一步进行了BC中学校品牌建设途径的研究，包括中学简介、办校理念、学校存在的问题及优化措施、学校定位、三大品牌建设途径的表现、学校品牌价值三方面的评估。

第三部分为结论与展望。总结了BC中学通过对引入企业品牌建设理念与未引入企业品牌建设的影响力相比较，带来的显而易见的好处；并对深化品牌建设的研究进行了展望，希望能促进西南地区乃至全国民办教育的共同发展。

Abstract: School brand-building is the new focus of school reform and development. Building schools brand is able to farther enhance the school's educational ideas and realm, capable of forming local schools and cultural personality. It also can improve the quality of education in schools, gaining more supports from the society, students as well as their parents. The author believes that the main contradiction in the development of China's education is the shortage of quality educational resources and people's demand for high quality education resources. Since the 1990s, the issue of compulsory education school choice has aroused national attention. “Sponsoring fee”, “donating tuition fees”, “building fee” and other forms of school choice fees are banned, however, the effect was not obvious. This phenomenon continues to be the focus of attention. The reason is that we now we lack a “good school”, which can grantee the quality of education. In other words, “School Choice phenomenon” leads to a lack of quality educational resources, resulting in improper and unfair competition. How can we solve this problem, and get more students to enjoy high-quality education resources? The author believes that the school brand building can vigorously promote the expansion of the high-quality education resources, which is the basic way to resolve this contradiction.

Therefore, in this study, the author investigates private schools brand building background, and study the theory and basic concepts of the private junior high school education brand building. Then the author explores the junior secondary education in BC schools, analyzing the advantages and shortcomings of BC schools in the brand-building measures. The author also summarizes many problems BC facing in brand building, and provide some practical suggestions.

Through the study, BC school can be more competitive compared to other schools, and gradually it can form a private secondary school quality education brand; On the other hand, it can provide more optimized suggestions to other private schools in building up a quality school brand.

 Keywords: Private secondary brands; School brand building; Brand building pathways

（张春莉 工商管理专业 昆明理工大学硕士学位论文 2013年5月）