【摘要】： 品牌是一所高職院校精神、文化、實(shí)力的綜合象征,成功的院校無(wú)一不把品牌建設(shè)和推廣,視為學(xué)院發(fā)展的重要環(huán)節(jié),建立了各具特色的品牌建設(shè)戰(zhàn)略。近年來(lái),伴隨著我國(guó)高等職業(yè)教育的快速發(fā)展,學(xué)校數(shù)量和在校生人數(shù)都占了我國(guó)高等院校的半壁江山,擔(dān)負(fù)著為我國(guó)培養(yǎng)高技能、實(shí)用性人才的重任。但我國(guó)高職教育起步晚,在品牌建設(shè)的認(rèn)識(shí)上和具體實(shí)施過(guò)程中還存在一些問(wèn)題。比如,定位不準(zhǔn),高職院校在我國(guó)是一種非營(yíng)利性組織,在明確自身?xiàng)l件和發(fā)展優(yōu)勢(shì),確立自身地位、服務(wù)目標(biāo)以及未來(lái)發(fā)展方向上認(rèn)識(shí)模糊;品牌觀念停留在口頭上,沒有深刻理解品牌對(duì)于高職院校的實(shí)際意義就是實(shí)現(xiàn)差異化發(fā)展:沒有有效地品牌傳播途徑,對(duì)外界接觸少,不善于與媒體打交道等。因此,應(yīng)加強(qiáng)高職院校的品牌建設(shè)的差異化,即加強(qiáng)內(nèi)部管理,強(qiáng)化師資隊(duì)伍,提升辦學(xué)實(shí)力;樹立品牌意識(shí),實(shí)施品牌計(jì)劃,建立有效品牌傳播途徑,創(chuàng)建富有自身特色的院校品牌,把品牌建設(shè)作為當(dāng)前高職院校進(jìn)行職業(yè)教育改革和發(fā)展的重要手段和有效途徑。 本文以FL職業(yè)技術(shù)學(xué)院為對(duì)象,在分析問(wèn)題和總結(jié)經(jīng)驗(yàn)的基礎(chǔ)上,提出了具體的品牌建設(shè)方案。一是準(zhǔn)確定位:二是明確品牌建設(shè)的內(nèi)容,包括領(lǐng)導(dǎo)班子建設(shè)、制度建設(shè)、師資隊(duì)伍建設(shè)、專業(yè)課程建設(shè)、校園環(huán)境建設(shè);三是強(qiáng)化品牌傳播,包括與政府、駐地民眾、媒體和企業(yè)的溝通;最后是落實(shí)保障措施。
[Abstract]:Brand is a comprehensive symbol of the spirit, culture and strength of a higher vocational college. All the successful colleges regard the brand construction and promotion as an important link in the development of the college, and have established their own brand construction strategy with their own characteristics. In recent years, with the rapid development of higher vocational education in China, the number of schools and the number of students in colleges and universities account for half of China's institutions of higher learning, shouldering the important task of cultivating high-skilled and practical talents for our country. However, higher vocational education in our country started late, and there are still some problems in the cognition of brand construction and the concrete implementation process. For example, the positioning of higher vocational colleges in China is a kind of non-profit organizations, in clear their own conditions and development advantages, establish their own status, service objectives and future development direction is vague; The brand concept stays in the verbal, does not have the profound understanding brand to the higher vocational college actual significance is realizes the differentiation development: does not have the effective brand dissemination way, to the outside world contact less, is not good at dealing with the media and so on. Therefore, we should strengthen the differentiation of brand construction in higher vocational colleges, that is, strengthen the internal management, strengthen the teaching staff, and enhance the strength of running a school; Setting up brand consciousness, carrying out brand plan, establishing effective brand communication way, creating college brand with its own characteristics, taking brand construction as an important means and effective way for vocational education reform and development in vocational colleges and universities at present. Taking FL Vocational and Technical College as the object, this paper puts forward a concrete brand construction scheme based on the analysis of the problems and the summing up of experience. First, accurate positioning: second, make clear the content of brand building, including leadership group construction, system construction, teachers construction, professional curriculum construction, campus environment construction; Third, strengthen brand communication, including communication with government, resident people, media and enterprises; finally, implement safeguard measures.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：G718.5

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 刁俊;試論民辦高職院校教育品牌的構(gòu)建[D];復(fù)旦大學(xué);2010年

2 胡永鋒;H職業(yè)技術(shù)學(xué)院教學(xué)質(zhì)量品牌建設(shè)的研究[D];河北工業(yè)大學(xué);2010年

3 歐瑩;ZC學(xué)院品牌建設(shè)研究[D];廣東工業(yè)大學(xué);2012年

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本文編號(hào)：2429462