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MBA硕士毕业论文_安PH民办高校品牌形象管理研究PDF

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我国民办高校兴起于上世纪八十年代,在国家政策的鼓励和支持下,随着高等教育 改革不断深入,民办高校已迅速发展成为我国高等教育的重要组成部分。在国家统筹推 进“双一流”建设重大战略的历史机遇期,在“互联网+”时代背景下,教育产业化进 程加速,高校之间的竞争日益激烈。民办高校想在激烈的教育市场竞争中生存和发展, 就必须不断深化改革,提升育人质量,打造品牌特色。 民办高校的管理层都非常重视学校的社会声誉和品牌形象,在办学的过程中进行了 很多积极实践,民办高校在大众心目中的品牌形象逐年得到改善,但民办高校对于品牌 形象的管理还普遍处于探索阶段,对品牌形象管理缺乏系统的理解和认知,用品牌战略 的高度来规划民办高校品牌形象,并进行系统有效的经营管理,是民办高校提升核心竞 争力,实现品牌化发展的战略选择。 基于这样的一种背景,本文以西安PH民办高校为例,以品牌的内涵、品牌定位、 品牌形象、品牌危机管理、CIS理论等品牌相关理论为研究基础,结合国内外文献资料 进行阐述,根据PH自身特点,运用调查研究、文献研究和案例分析等方法,通过对PH 品牌形象管理现状进行深入调研和分析,发现PH在品牌形象管理中存在品牌形象规划 不足、学科特色优势不突出、师资结构不均衡、科研基础薄弱等问题,在对PH民办高 校品牌形象管理现状和存在问题进行综合分析的基础上,运用企业品牌形象管理的相关 理论,从品牌形象定位,强化品牌规划,改善品牌形象,加强品牌传播,强化品牌维护 等五个方面,提出西安PH民办高校品牌形象管理的有效措施,促进西安PH民办高校的 品牌核心竞争力和品牌影响力的提升,为PH学院高层管理者制定品牌形象管理措施提 供借鉴和参考,进一步丰富和完善了陕西民办高校在相关领域研究。 关键词:民办高校;品牌形象管理;CIS理论 III Abstract Private colleges and universities rose in the 1980s. Under the encouragement and support of national policies, with the deepening of higher education reform, private colleges and universities have rapidly developed into an important part of higher education in China. In the historical opportunity of the national strategy of "double first class" construction, the industrialization of education has been accelerated in the era of "Internet plus", and competition among universities has become increasingly fierce. In order to survive and develop in the fierce competition of education market, private colleges and universities must deepen the reform, improve the quality of education and create brand characteristics. The management of private colleges and universities attaches great importance to the social reputation and brand image of the school. In the process of running the school, many positive practices have been carried out. The brand image of private colleges and universities in the public mind has been improved year by year, but the management of the brand image of private colleges and universities is still in the exploration stage, lacking systematic understanding and cognition of the brand image management, and using the height of brand strategy It is a strategic choice for private colleges and universities to plan their brand image and carry out systematic and effective management to enhance their core competitiveness and realize their brand development. Based on such a background, this paper takes pH private university in Xi'an as an example, taking brand connotation, brand positioning, brand image, brand crisis management, CIS Theory and other brand related theories as the theoretical research basis, combining with domestic and foreign literature, according to pH's own characteristics, using the methods of investigation, literature research and case analysis, through the brand image management of pH Through in-depth investigation and analysis of the current situation, it is found that pH has some problems in the brand image management, such as insufficient brand image planning, lack of discipline characteristics, unbalanced teacher structure, weak scientific research foundation, etc., and analyzes the favorable and unfavorable factors affecting the brand image management of pH college. Based on the comprehensive analysis of the current situation of the brand image management of pH private colleges and universities, this paper puts forward IV effective measures for the brand image management of pH private colleges and universities in Xi'an from five aspects: brand image positioning, strengthening brand planning, improving brand image, strengthening brand communication, and strengthening brand maintenance, so as to enhance the core competitiveness of the brand of pH college In order to provide reference for senior managers of pH college to formulate brand image management measures, and further enrich and improve the research of Shaanxi private colleges in relevant fields. Key words:Private university; brand image management; CIS theory V 目 录 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景及意义 .......................................................................................................... 1 1.1.1 研究背景 ............................................................................................................ 1 1.1.2 研究意义 ............................................................................................................ 2 1.2 国内外研究综述 .......................................................................................................... 2 1.2.1 国内研究现状 .................................................................................................... 2 1.2.2 国外研究现状 .................................................................................................... 4 1.3 研究框架、内容及方法 .............................................................................................. 5 1.3.1 研究框架 ............................................................................................................ 5 1.3.2主要研究内容 ..................................................................................................... 6 1.3.3 研究方法 ............................................................................................................ 7 第二章 PH民办高校品牌形象管理研究相关理论基础 ........................................................ 8 2.1 品牌的内涵 .................................................................................................................. 8 2.2 品牌定位 ...................................................................................................................... 9 2.3 品牌形象 ...................................................................................................................... 9 2.4 品牌危机管理 ............................................................................................................ 11 2.5 民办高校品牌形象管理 ............................................................................................ 11 2.6 CIS理论 ...................................................................................................................... 13 第三章 PH民办高校品牌形象管理调研与分析 .................................................................. 15 3.1 PH民办高校的基本情况 ........................................................................................... 15 3.2问卷调查的设计 ......................................................................................................... 16 3.2.1 调查目的 .......................................................................................................... 16 3.2.2 问卷设计 .......................................................................................................... 16 3.3问卷调查结果及数据分析 ......................................................................................... 17 3.3.1 调查结果统计分析 .......................................................................................... 17 3.3.2 校友与在校生部分调查数据对比分析 .......................................................... 19 3.3.3 教工调查反馈差距较大项目的分析 .............................................................. 20 第四章 PH民办高校品牌形象管理现状及存在问题分析 .............