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1.
中国的高等教育，从精英化走向大众化，取得了举世瞩目的成就。但由于大众化理论准备不足、经济发展不平衡、盲目和从众的传统社会心态以及不正确的政绩观等原因，快速发展中的中国高等教育，受到了社会的诟诘，高层在总结反思，大学举办者和管理者也开始反思，扩招的势头开始减缓，并逐步回归理性。处于这一态性下的地方性大学需要尽快梳理存在的问题，坚持以人为本，调整发展战略，强化内涵发展和学科建设，以特色求发展，以特色促质量，以特色创品牌。 相似文献
2.
论大学品牌战略及其经营管理策略 总被引：1，自引：0，他引：1
田汉族 《湖南师范大学教育科学学报》2011,10(4):39-43,47
随着我国高等教育大众化、国际化的进程加快,战略管理在大学发展中发挥着越来越重要的作用,品牌战略已成为大学可持续发展的一种重要战略。实施品牌战略,需要大学在市场调研和SWOT分析基础上科学定位;成立专门组织,制订大学品牌战略规划;运用UIS设计与塑造大学形象,增强大学品牌的文化品味;提高教育服务质量,保证大学品牌的卓越品质;运用营销策略,积累大学的品牌资产。 相似文献
3.
高校贫困生资助模式探究 总被引：16，自引：0，他引：16
张怡真 《扬州大学学报(高教研究版)》2006,10(4):46-48
自我国高校实行扩招和收费制度改革以后,贫困生问题日益突显,成为高校发展中的一大难题。贫困生群体数量庞大,比例不断增加,不仅影响了学生的正常学业,而且引发了一系列的社会问题,严重制约了我国高等教育的发展。政府、高校均采取了一系列措施来救助贫困生,但仍存在许多问题。国外高校的先进做法值得借鉴,应在此基础上构建新的高校贫困生资助模式。 相似文献
4.
AbstractEntrepreneurship education has experienced four stages of development in Chinese universities, shifting from entrepreneurship show to entrepreneurship education, from teacher training to student education, from classroom teaching to multimodal teaching, and from imparting knowledge to cultivating skills. Currently, the weak links in entrepreneurship education in Chinese universities are primarily reflected in four areas: unsound curriculum design, a lack of qualified teachers for entrepreneurship education, a monotonous model for entrepreneurship education, and imperfect supporting mechanisms for entrepreneurship education. Constructive ideas for the entrepreneurship education system in Chinese universities are: to build a scientific curriculum-based educational system, establish a perfected entrepreneurial practicum system, build up a system for an outstanding corps of qualified teachers, construct a perfected educational model system, and perfect the evaluation system for entrepreneurship education. 相似文献
5.
ABSTRACTAs universities have succumbed to market discourses, they have adopted advertising strategies. It is not uncommon to see advertisements for them displayed in such mobile spaces as railway stations and alongside highways. Whilst it is true that such environments have always sought to take advantage of populations in transit, the fact that higher education institutions have turned to them as promotional sites, reflects the fact that the ‘transit’ demographic now includes large numbers of young people and high school students. In this paper, a sample of higher education advertisements found in Sydney’s transit spaces is analysed along with the ‘rationale’ provided by advertising companies responsible for their design. It is argued their existence reflects the fact that universities compete against one another for students and need to develop a persuasive ‘brand’. Thus in line with neo-liberalist constructions of subjectivity, they individualise the educational experience, and translate that experience into an economic asset, as a value-adding process. It is of note then that much of the imagery and copy of the advertising ‘visualises’ education as a journey and underpins the fact that mobility is an inescapable predicate of quotidian life. 相似文献
6.
Recent economic pressures have demanded higher education institutions respond with strong, authentic brand promises. This mixed method multi-case study explored the authenticity of common brand promises at three Universities in Canada through Twitter and Facebook postings from February to April 2016 using a cloud-based text and network analytic tool. Our study revealed the content shared on social media channels, while largely trustworthy, was fraught with shades of gray and revealed that sometimes brand promises were used against the university when they appeared disingenuous or threatened institutional norms around equity and social justice. Further, social media strategies are still largely limited to push notification suggesting universities are missing opportunities to strengthen their brand and counter negative messaging. For marketing managers it reinforces investments should be directed toward creating engaging and authentic content that can be expressed through multiple touch-points including social media and this can be monitored through low-cost analytic tools. 相似文献
7.
Positioning in Market Space: The Evaluation of Swedish Universities' Online Brand Personalities 总被引：3，自引：3，他引：0
Robert A. Opoku Magnus Hultman Esmail Saheli-Sangari 《Journal of Marketing for HIGHER EDUCATION》2013,23(1):124-144
The paper extends Aaker's previous empirical work on brand personality by exploring whether Swedish Universities communicate distinctive brand personalities in cyberspace. Employing a multistage methodology, data are drawn from the English Web sites of 17 Swedish universities and analyzed by using a combination of computerized content and correspondence analyses. Results indicate that some universities appear to have clear brand personalities, others take on a new face with regard to the obvious personality one would have initially associated them with, while others fail to communicate their brand personalities in any distinct manner. While illustrating a powerful but simple and relatively inexpensive way for institutions for higher education and brand researchers to study communicated brand personalities, this study also highlights the growing importance of brand positioning issues in internationalization and globalization of higher educational institutions. 相似文献
8.
徐高明 《南京晓庄学院学报》2006,22(2):70-73
伴随着高等教育活动范围的逐步扩大和功能的更加丰富,高等教育中的市场力量日益彰现。在我国高等教育改革中,市场力量也逐步得到关注和重视,高等教育的市场竞争显示出新的特点与态势。因此,我国高校的品牌化战略也随之应运而生。实施品牌化战略,有助于高校争取更多的办学资源,提供优质的教育产品和服务,提升学校竞争力,提高社会的普遍认同感。 相似文献
9.
从国际发展趋势来看,现代化的高等教育已经发展为一种品牌教育,现代化的大学已经发展成为一所品牌高校。从人才培养到社会服务,从高校的发展战略到学校的社会影响,从科研成果的产出到成果的转化为生产力等各个方面,无不涉及到高校的教育品牌建设。打造高校教育品牌有利于提高学校的知名度、美誉度、忠诚度,确保我国高等教育的可持续性发展。因此,从高校教育品牌具体内涵出发,运用层次分析法构建高校教育品牌建设的分析评价模型,具有十分重要的现实意义。 相似文献
10.
Esperanza Garza Salgado 《Journal of Marketing for HIGHER EDUCATION》2019,29(1):102-120
The growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to consolidate student loyalty. Among the strategies are those related to the use of social media, virtual brand communities and Brand Fan Pages (BFPs). This research aims to show the HEIs some new ways to increase brand loyalty through their BFP. Both qualitative techniques, 2 focus group sessions with students from public and private universities, and quantitative techniques, 200 interviews with young university students aged 18–23, were used to develop this research. Partial Least Squares (PLS) analysis was utilized to determine the relationship between variables. The main findings of the analysis indicate that it is possible for a higher education institution to increase student loyalty by generating positive experiences on their Brand Fan Page and generating greater platform use intensity. 相似文献
11.
基础教育新课程改革对肩负着中小学教师在职培训责任的高师继续教育提出了更新的要求和严峻的挑战。为满足新课改的师资要求,高师继续教育应依托高等师范教育资源,构建教师培养、培训一体化;调整课程设置,实现教学内容职业化;重塑教学模式,实现教师培训专业化;拥有相对固定的师资队伍,建设自己的品牌学科专业。 相似文献
12.
我国高校定位存在的误区及其对策研究 总被引：2，自引：0，他引：2
教育具有准公共物品和服务的属性决定了其最优的提供方式是政府和市场相结合的模式，因而教育走向市场就成为必然。目前，社会办学、国外大学的进入以及教育资源的竞争，使得高校之间的竞争态势日趋激烈。高校要在激烈的竞争中脱颖而出必须精心塑造自己的独特品牌形象，定位对品牌塑造具有独特的作用。分析我国高等学校在定位方面存在的误区，并提出解决问题的思路，具有重要意义。 相似文献
13.
地方大学旅游应用型人才培养模式探究 总被引：7，自引：0，他引：7
要：近几年，在旅游高等院校规模不断扩大、旅游专业人才供给量快速增加的情况下，旅游企业人才短缺问题仍得不到缓解，能够满足企业需求的人才缺口很大。作为旅游专业人才供给的重要生力军——旅游高等教育．特别是地方大学，应在旅游人才供需现状分析的基础上，以市场需求为导向．构建旅游应用型人才培养模式．从而保证地方经济和旅游业的持续性发展，为创建地方大学品牌优势和人才竞争优势打下坚实的基础。 相似文献
14.
目前,高等职业教育已经占据高等教育的半壁江山。从教育部高职高专处划归职成司,从推动地方本科院校向“应用型本科”转型,“4年制高职”已然成型。通过分析在职业本科与应用型本科之争中如何强化职业类型特征,如何建构中职、专科、本科职教体系,指出从产学研结合到工学结合、从工学交替到现代学徒制、从学历社会走向能力社会是解决这一问题的有效途径。在建设职业教育强国的时代背景下,我们需要站在哲学的高度,审视高等职业教育与地方经济发展的产业应用型人才的内在发展逻辑,高等职业教育的特色体现在工学结合和工学交替。 相似文献
15.
普通高校举办非学历继续教育的基本原则 总被引：2，自引：0，他引：2
文章对原则、教育的基本原则、非学历继续教育基本原则等几个相关概念的逻辑关系进行了分析,在此基础上,从相对独立性、品牌战略、专业化发展、资源联合等四个方面阐述了普通高校举办非学历继续教育的基本原则。 相似文献
16.
The current study endeavours to find out whether there is a relationship between university academics’ competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate students in Malaysian universities using a structured questionnaire. Results of analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM) revealed there is a significant relationship (total effect) between academics’ competence and customer-based brand equity. We found that the path from competence to brand equity goes through trust, likability, and commitment. Given the growing popularity of higher education in the new millennium and important role of academics in leading students to success, findings of the present study can enhance our understanding of academics’ branding and universities’ overall image. The implications and contributions of the study to university administrators and academics are discussed. 相似文献
17.
以经营理念发展大学,已经成为21世纪大学管理方式变革的渐强音。借鉴企业理念,移植企业成熟的制度来推进大学的自我经营,是大学应对高等教育失衡状况,寻求自我适应的重要途径。经营大学要注意增强成本效益、品牌形象、市场竞争、区域服务、团队合作的意识。 相似文献
18.
本文尝试从战略管理中的SWOT模型入手,对我国开放大学在发展开放教育时拥有的内部优劣势和外部的机会与威胁加以分析并提出对策。开放大学具有组织体系独特、学制灵活、网络技术成熟和远程教育经验丰富等优势;同时在品牌形象、人力资源(师资)和资金等方面存在劣势;十二五规划关于建立学习型社会的政策法律环境和经济人口环境为开放教育提供了机会;从波特五力模型可以看出,来自普通高校网络教育的有力竞争和传统成人教育形式的替代威胁是开放大学目前的主要威胁。SWOT矩阵分析提示:为应对不同的优劣势和机会威胁组合,开放大学需采取增长型、扭转型、多种经营和防御型等相应战略,现阶段以增长型和多种经营战略为主,辅以扭转型战略。 相似文献
19.
在"大众创业、万众创新"背景下,国内各大高校在创新创业人才培养模式上进行不断的探索。校企合作作为一种新型人才培养方式受到政府、高校以及社会的广泛关注,这一教育模式是适应高等教育发展、满足社会人才需求的必然趋势。应用型高校以培养社会所需的应用型人才为目标,构建科学的、基于校企合作的创新创业人才培养体系尤为重要。本文对当前应用型高校校企合作创新创业人才培养过程中的不足进行分析,并从校企合作的角度探讨构建创新创业人才培养模式的策略,旨在提升应用型高校人才培养质量。 相似文献
20.
民办高校品牌经营与策略 总被引：2，自引：0，他引：2
学校品牌是学校的一种无形资产,学校品牌能反映学校经营水平。民办高校品牌经营不仅是高等教育自身发展的必然要求,也是民办高校生存发展的必然要求。本文主要对民办高校品牌概念进行界定,对品牌经营必要性、品牌经营途径和策略等问题进行研究。 相似文献