| 论大学品牌战略及其经营管理策略 |
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| 引用本文： | 田汉族.论大学品牌战略及其经营管理策略[J].湖南师范大学教育科学学报,2011,10(4):39-43,47. |
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| 作者姓名： | 田汉族 |
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| 作者单位： | 首都师范大学教育学院,北京,100000 |
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| 基金项目： | 国家哲学社会科学“十五”规划一般课题“走向合作的学校组织再造”[BFA080046]; 北京市教育科学“十一五”规划2009年度立项课题“促进北京市基础教育均衡发展的制度创新研究”[AHA09111] |
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| 摘 要： | 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。
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| 关 键 词： | 大学品牌 品牌战略 战略设计 经营管理 |
On Strategies of Operation and Management of University Brand |
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| TIAN Han-zu.On Strategies of Operation and Management of University Brand[J].Journal of Educational Science of Hunan Normal University,2011,10(4):39-43,47. |
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| Authors: | TIAN Han-zu |
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| Institution: | TIAN Han-zu(College of Education,Capital Normal University,Beijing 100037,China) |
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| Abstract: | With the acceleration of the Popularization and internationalization process of higher education in China,strategy management has become more and more important to the development of universities.Brand strategy has become a key strategy for the sustained development of university.To process the brand strategies of university,it is necessary to determine scientifically its position based on market investigations and SWOT analysis,and create its brand image through the method of university identification syst... |
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| Keywords: | university brand brand strategies strategy programmer operation and management |
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