【作者】 夏江峰；

【导师】 应俊峰；

【作者基本信息】 华东师范大学 ， 教育经济与管理， 2005， 硕士

【摘要】 啤酒口味的“盲目”测试结果显示:当顾客不知道所尝试的几种啤酒品牌时,他们很少能够找出不同点,也就是说对口味的感觉基本相同:而当顾客知道品尝的啤酒是一些著名的品牌时,他们的感觉是非常有偏袒性的,同样的口味有不同样的感觉。 从以上测试我们看出品牌的不同凡响所在,一样的产品质量,由于品牌的不同,在受众心中的感觉是不同的,甚至是有天壤之别的。这种品牌效应对学校来讲同样是适用的。 所以成功的学校无一不把品牌开发视为学校的生命,制定与实施各具特色的“品牌战略”,采取综合配套措施,树立学校品牌形象,扩大品牌效应,促进品牌增值。在实践中我们也看到品牌开发日益为学校及教育行政部门所重视。然而学校品牌打造行为还远未成为所有校长和关心教育的人士的共识,或者说虽然在观念上已经有所意识,但是离付诸实践还有一定距离。 品牌塑造和品牌管理在企业界早风行已久,相关的理论也已比较成熟,于此相对应的是教育领域内的研究还十分薄弱,本论文希望通过对企业品牌塑造策略和相关理论的借鉴为学校品牌的塑造提供思路,为教育领域内的品牌研究添一砖加一瓦。 第一部分概述。包括五个方面的内容,一是选题背景和论文研究意义;二是概念界定,在界定品牌概念的基础上对学校品牌的概念进行界定,同时还分析了学校品牌与学校形象、学校特色的关系;三是相关文献的综述;四是对研究方法进行了说明;五是提供论文的框架和总体写作思路。 第二部分介绍学校品牌特征。首先对品牌特征做了概括,在这基础上得出学校品牌特征,并对学校组织与企业组织的品牌进行了比较。 第三部分学校品牌塑造的现状调查。从对学校品牌塑造必要性的认识;对学校品牌特征的认识;对学校品牌塑造相关因素的认识;对学校品牌塑造策略的认识;对学校品牌塑造策略保障因素的认识等五个方面进行分析。 第四部分学校品牌塑造的策略与保障因素。从学校品牌塑造因素提出基于因素的策略,从当今学校品牌塑造过程中的三大问题介绍了顾客满意、ISO9000和成本效益分析三个策略。从学校应拥有较大自主权这个方面对保障因素进行论述。这部分是本论文的重点。更多还原

【Abstract】 The result of the test of the "blindness" of the beer shows that when the customers don’t know the brands of the beer they taste, seldom can they find the different taste between them, that is, they feel taste almost is the same. However, when they have known what they taste are of some famous brands, the will have partiality for them, getting different feeling, even when the taste is the same.From the above test we can see the effect of the brand. Different brand give people different feeling, although with the same quality. The "Brand effect" is also suitable for schools. All the successful schools consider developing brand as its life. They work out and carry out the "Brand strategy", taking measures and accordingly create its brand images, enlarge its brand effect and promote its value. In practice, we also find that the brand developing is increasingly got much attention by schools and education departments. However, such kind of activity hasn’t been realized by all the headmasters and people who concerned about education, or rather, although the consciousness has been united, to put it into practice still has a long way to go.The brand creation and management has long been popular in the circle of business and the relative theory is ripe, but it is still weak in the study in education field. This paper means to provide certain thought to the study of brand in this field.This thesis includes five parts. Part one is brief introduction, including background and meanings; the connotation of school brand; the connection between school brand and school characters; documents research; research methods; and the frame of the paper.Part two introduces characters of school brand. Firstly, the characters are summarized on the base of discussion of brands. Then, the brand between school and enterprise is compared.Part three is status quo investigation and factor analysis of shaping school brand. On the base of investigation, I analyze three factors: the principal, teachers and school culture, which inflect the molding of school brand.Part four, center of the paper, discusses the policy of building school brand. Three policies are presented: Customer Satisfaction, ISO9000 and Cost Effectiveness analysis. I think the school should have more self-determination rights.更多还原