【作者】 龚常智；

【导师】 秦启文；

【作者基本信息】 西南师范大学 ， 应用心理学， 2005， 硕士

【摘要】 高校后勤集团形象建设是当今高校后勤集团发展的新领域,是高校后勤集团发展的战略武器和竞争工具。从国际上企业形象设计的发展趋势看,80年代是企业形象CI最为流行的时期。进入90年代CI的策划继续深化,同时城市形象定位和设计相继在发达国家和地区兴起。如“无限的旅游业,无限的新加坡”和香港的“东方之珠,购物天堂”等形象口号尽人皆知。 目前国内学术界和教育主管部门对高校后勤集团的研究和经营都十分重视,每年学术界发表的有关高校后勤集团论文多达数百篇。可以说高校后勤集团的研究和经营已成为经济界的热点。其中以北京、上海和武汉三市对高校后勤集团研究最为系统、最为深入。而重庆市虽然对高校后勤集团有过零散研究,但与直辖市的地位,与重庆高校的后勤集团资源丰度都不相符合。而且这些研究主要集中在徐君亮先生所划分的中间层次和最基本层次上,而对其最高层次即重庆高校后勤整体形象尚未有人研究。本文的研究即是力图填补这一空白。因此系统地、综合地研究重庆高校后勤集团已势在必行。 在人类历史的发展进程中,人们从来没有像今天这样强调形象的价值与魅力。个人在社会交往中,讲究个人形象;企业在经营活动中,需要企业形象;政府在行政活动中,讲究政府形象。随着信息化、全球化步伐的加快,形象概念已由个人形象、企业形象、政府形象发展、深化为城市和区域形象,其内容包括自然与社会的方方面面。从某种意义上讲,对形象的追求与塑造已成为维系个体、群体、企业、政府、事业单位及城市、区域等社会组织生存、发展的一种基本目标与手段;形象的触角已延伸到社会生活的各个角落,人类正在步入一个形象制胜的时代。现在有越来越多的地区认识到了形象的重要性,开始重视高校后勤集团形象的塑造。不少地区已开始比较自觉地进行高校后勤集团形象设计与建设,成为推动区域发展的一种新思路。因此,分析高校后勤集团形象的价值便具有一更多还原

【Abstract】 The building of identity of college logistics group is a new field of the development of college logistics group nowadays, and is also tactic weapons and competitive tools. From the development trend of design of corporate identity in the world, corporate identity is the most popular in the 1980s, while the orientation and design of city identity springs up in the developed country and region, with the deepening of CI scheme in the 1990s. For example, it is well-known for the identity slogan, "infinite touring, infinite Singapore", "Hongkong is the precious pearl of the eastern, the heaven of the pruchasing ",etc.At present, the research and management about college logistics group plays an important role for domestic academe and department of education charge, for there are several hundreds of science papers published about the college logistics group. Accordingly, the problem has become the hotspot in the economics field, while it is studied the most systemic and profound in the city of Beijing, Shanghai and Wuhan. Though it has scattered research about identity of college logistics group in Chongqing city, it doesn’t accord with the status directly under the jurisdiction of the center. Meanwhile, the research concentrate on the middle level and the basic level compartmentalized by Xu Junliang, while the highest level has not yet been studied, ie the whole identity of college logistics group of Chongqing. Consequently, it is very necessary to study the identity of college logistics group of Chongqing systemically and synthetically. The aim to the paper is try to fill up the blank.During the progress of human being ’s development, people never paid attention to the values of image till the present society. Individual values personal images in更多还原