本文選題：中學(xué) + 學(xué)校品牌形象��； 參考：《新疆師范大學(xué)》2008年碩士論文

【摘要】： 隨著我國教育改革的深入發(fā)展,學(xué)校之間顯性的資源條件逐漸趨同。學(xué)校只有走內(nèi)涵型建設(shè)的道路,才能滿足家長和學(xué)生的需求。學(xué)校品牌形象的識別設(shè)計可以幫助學(xué)校整合資源,提升學(xué)校形象,實現(xiàn)學(xué)校的內(nèi)涵發(fā)展。 目前對學(xué)校品牌形象(設(shè)計)的研究成果大多集中在高校,以中學(xué)為個案開展學(xué)校品牌形象設(shè)計的研究寥寥無幾。因此,筆者選擇普通中學(xué)作為研究對象,運用內(nèi)容分析法、案例分析法和調(diào)查研究法,試圖尋找適合普通中學(xué)建設(shè)自己學(xué)校品牌形象的途徑,為中學(xué)塑造學(xué)校品牌形象提供理論方面的借鑒和實踐方面的參考。 第一部分引言。主要包括五個部分:一是選題的緣由;二是研究目的及意義;三是核心概念界定,在界定品牌和學(xué)校品牌概念基礎(chǔ)上,提出了學(xué)校品牌形象、學(xué)校品牌形象識別設(shè)計的內(nèi)涵;四是文獻綜述;五對研究思路及研究方法進行了說明。 第二部分介紹企業(yè)品牌形象識別理論及其對中學(xué)品牌形象識別設(shè)計的啟示。 第三部分提出了中學(xué)品牌形象識別設(shè)計的前提——學(xué)校品牌定位及開展中學(xué)品牌形象識別設(shè)計時應(yīng)遵循的原則。 第四部分從理論層面提出了中學(xué)品牌形象識別設(shè)計的內(nèi)容體系:理念識別系統(tǒng)、行為識別系統(tǒng)和環(huán)境識別系統(tǒng),并就如何構(gòu)建中學(xué)理念識別系統(tǒng)、如何修煉中學(xué)行為識別系統(tǒng)、如何設(shè)計中學(xué)環(huán)境識別系統(tǒng)進行了研究。 第五部分從實踐層面為烏市73中進行了品牌形象的識別設(shè)計工作。該項設(shè)計工作主要是從理念識別、行為識別和環(huán)境識別三方面展開,與第四部分的內(nèi)容體系相對應(yīng),以增強本研究的實踐價值。 第六部分是創(chuàng)新與不足。
[Abstract]:With the deepening development of education reform in China, the dominant resource conditions between schools converge gradually. Only by taking the road of intension construction can school meet the needs of parents and students. The identification design of school brand image can help school to integrate resources, promote school image and realize the connotation development of school. At present, most of the research achievements on school brand image (design) are concentrated in colleges and universities, and the research on school brand image design based on middle school is very few. Therefore, the author chooses the ordinary middle school as the research object, uses the content analysis method, the case analysis method and the investigation research method, tries to find the suitable way for the ordinary middle school to build its own school brand image. It provides theoretical reference and practical reference for middle school to mold school brand image. The first part is introduction. It mainly includes five parts: first, the reason of choosing the topic; second, the purpose and significance of the research; third, the definition of the core concept, on the basis of defining the brand and the school brand, the connotation of the school brand image and the school brand image identification design are put forward. The fourth is literature review, and the fifth is the explanation of research ideas and methods. The second part introduces the theory of corporate brand image identification and its inspiration to the design of middle school brand image recognition. The third part puts forward the premise of the middle school brand image identification design-the school brand positioning and the principles to be followed when developing the middle school brand image recognition design. The fourth part puts forward the content system of the middle school brand image recognition design from the theory level: the concept identification system, the behavior recognition system and the environment identification system, and how to construct the middle school idea recognition system and how to practice the middle school behavior identification system. How to design the middle school environment identification system is studied. The fifth part carries on the brand image identification and design work for Wushi 73 from the practical aspect. The design work is mainly carried out from three aspects of concept recognition, behavior recognition and environment recognition, corresponding to the content system of the fourth part, in order to enhance the practical value of this study. The sixth part is innovation and insufficiency.
【學(xué)位授予單位】：新疆師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G639.2

【引證文獻】

相關(guān)碩士學(xué)位論文 前2條

1 程辰;南京市行知小學(xué)教育品牌形成的個案研究[D];南京師范大學(xué);2011年

2 歐軍明;基于CIS戰(zhàn)略的學(xué)校形象建設(shè)研究[D];廣西師范學(xué)院;2012年

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本文編號：2036414