文档介绍：足,由此阐释品牌塑造的必要性和可行性,明确品牌对独立学院的重要意义;第四部分主
要阐述独立学院品牌塑造的内涵,提出品牌塑造的目标;第五部分是独立学院品牌塑造的
具体策略,就品牌定位阶段、品牌建设阶段、品牌传播阶段分别提出独立学院进行品牌塑
造的措施。品牌定位阶段,树立品牌意识,关注和分析国内外教育市场的发展与变化,整
合独立学院内外各种资源,准确定位;品牌建设阶段,加强独立质量基础、校园文化和特
色建设,实现独立学院以特色创立品牌,以质量保证和强化品牌,以文化提升品牌价值的
目标,凸显独立学院品牌的内涵和个性;品牌传播阶段,通过对内对外进行传播推广,扩
大独立学院影响,树立起自己良好的品牌形象,最终得到消费者认知和认可;最后是结论
部分,主要概括本研究的主要内容和观点。
【关键词】品牌;独立学院;独立学院品牌;独立学院品牌塑造
II
A Study on Brand Establishment of The Independent Colleges
Candidate: Liuyun Qin Supervisor: Maoxun He
Subject:Higher education Specialty:Higher Education Management Grade:2005
Abstract
With the establishment and gradual improvement of China’s socialist market economy,
especially after joining the WTO, China's education market and the education environment has
undergone major changes, the development of China's education was both an opportunity and a
challenge. Then the market mechanism was introduced in the field of education, and the
deepening of the reform of China's higher education, to make higher education in China face
petition in the international and domestic, various types and at all levels of colleges
and universities must be market-oriented, in petition for survival and development.
Independent Colleges which as an ponent part of China's Higher Education must
also be involved in petition naturally, to enhance their own strength, and obtain the
power of development. Although independent colleges has achieved a rapid development in a
few years time, and has achieved a lot of ess, as well as made tremendous efforts for the
development of higher education in China, face to petition, Independent College how
to e its problem, to play its advantages of autonomy and flexibility of school system and
the operational mechanisms, obtain the initiative petition, fight for a place in the
education market, these problem must be faced and solved in their development. Implementation
of brand strategy, highlighting their own characteristics and adv