随着我国高等教育工作的向前推进，高等教育行业也随之进入蓬勃发展阶段，给 民办高校带来了良好的发展契机。然而，越来越多民办高校的兴起与发展，高校间的 生存竞争压力也日益激烈。如何让民办高校获得更多的生源以谋求自身的发展，成为 众多民办高校管理层关注的核心问题。 “品牌”的出现及品牌效应带来的巨大机遇，引起越来越多的教育从业者对学校 品牌的关注。对民办高校而言，品牌提升能够为其挖掘更多的发展机会，可以让学校 在原有基础上，上升为更高水准的高校，获得更多的关注与生源。而有了生源，民办 高校才能获得持续长远的发展。在当前环境下，品牌塑造成为民办学院形成竞争优势 的重要基矗随着民办高校的蓬勃与发展，越来越多的高校已逐渐认识到品牌塑造的 重要作用，并开始付诸实践。 选取民办高校的品牌塑造为研究方向，以石家庄 XX 职业学院为案例，通过文献 研究法、调查研究法、案例分析法、层次分析法等研究方法，从品牌塑造中品牌定位、 形象系统、质量管理、整合传播四步骤进行研究。研究表明石家庄 XX 职业学院，在 品牌塑造中存在许多问题：缺乏品牌塑造的意识；品牌定位不够精准与现实存在差距； 品牌不具有差异性；现有视觉系统不具有吸引力、理念系统不具特色、行为建设不够 完善；管理水平不足；整合传播有效性不高等。提出应树立现代化的品牌塑造理念， 开展特色化的品牌定位；在形象系统提出打造独特的视觉系统、建立科学的理念系统、 形成富含文化的行为系统；在质量管理上提出提升品牌塑造能力，完善品牌塑造管理 组织、建立品牌管理的反馈机制；在整合传播方面上提出应丰富当前的宣传途径、积 极的开展口碑营销、促进校企合作、主动参加多种社会活动等建议。 关键字：民办高校 品牌塑造 石家庄 XX 职业学院河北地质大学硕士学位论文 III ABSTRACT With the development of higher education in China, the higher education industry has also entered the stage of vigorous development, which brings a good opportunity for the development of private universities. However, with the rise and development of more and more private colleges and universities, the pressure of survival competition among colleges and universities is increasingly fierce. How to get more students for private colleges and universities to seek their own development has become the core issue concerned by the management of many private colleges and universities. The emergence of "brand" and the great opportunities brought by the brand effect have aroused the attention of more and more education practitioners to the school brand. For private colleges and universities, brand promotion can dig more development opportunities for them, and make the school rise to a higher level of colleges and universities on the original basis, and get more attention and students. With the source of students, private colleges and universities can achieve sustainable and long-term development. Therefore, brand shaping is becoming more and more important for private colleges and universities. Taking the brand shaping of private colleges and universities as the research direction and taking Shijiazhuang XX Vocational College as the case, this paper studies the brand positioning, image system, quality management and integrated communication in brand shaping through literature research, investigation research, case analysis, analytic hierarchy process and other research methods.Research shows that Shijiazhuang XX Vocational College has many problems in brand building: lack of awareness of brand building; brand positioning is not accurate and there is a gap between reality; the brand is not different; the existing visual system is not attractive, the concept system is not unique The behavior construction is not perfect; the management level is insufficient; the effectiveness of integrated communication is not high. It is proposed that a modern brand building concept should be established, and a distinctive brand positioning should be established; in the image system, it is proposed to create a unique visual system, establish a scientific concept system, and form a culturally rich behavior system; Improve the brand-building management organization and establish a feedback mechanism for brand management; in民办高校的品牌塑造——以石家庄 XX 职业学院为例 IV terms of integrated communication, it is proposed to enrich the current publicity channels, actively carry out word-of-mouth marketing, promote school-enterprise cooperation, and actively participate in various social activities. Keywords: Private Colleges, Brand Shaping, Shijiazhuang, Vocational College Of XX河北地质大学硕士学位论文 V 目 录 摘要...............................................................................................................................I ABSTRACT................................................................................................................. III 第一章 绪论...............................................................................................................- 1 - 1.1 研究背景与意义..................................................................................................- 1 - 1.1.1 研究背景 .................................................................................................. - 1 - 1.1.2 研究意义..................................................................................................- 2 - 1.2 研究内容与目的..................................................................................................- 2 - 1.2.1 研究内容..................................................................................................- 2 - 1.2.2 研究目的..................................................................................................- 2 - 1.3 文献综述..............................................................................................................- 3 - 1.3.1 品牌研究综述..........................................................................................- 3 - 1.3.2 大学品牌研究综述..................................................................................- 4 - 1.3.3 民办高校品牌塑造研究综述..................................................................- 4 - 1.4 研究思路与方法.................................................................................................- 5 - 1.4.1 研究思路..................................................................................................- 5 - 1.4.2 研究方法.................................................................................................- 5 - 1.5 研究框架与创新点...................................................................................................- 7 - 1.5.1 研究框架..................................................................................................- 7 - 1.5.2 研究创新点..............................................................................................- 7 - 第二章 相关概念及理论...........................................................................................- 9 - 2.1 相关概念..............................................................................................................- 9 - 2.1.1 民办高等学校..........................................................................................- 9 - 2.1.2 品牌塑造................................................................................................- 11 - 2.1.3 层次分析法............................................................................................- 11 - 2.2 理论基础............................................................................................................- 14 -民办高校的品牌塑造——以石家庄 XX 职业学院为例 VI 2.2.1 品牌定位理论........................................................................................- 14 - 2.2.2 形象系统系统理论................................................................................- 16 - 2.2.3 质量管理理论........................................................................................- 17 - 2.2.4 整合传播理论........................................................................................- 17 - 第三章 石家庄 XX 职业学院职业学院品牌塑造的 SWOT 分析........................... - 19 - 3.1 石家庄 XX 职业学院职业学院的优势条件......................................................- 19 - 3.2 石家