长春工业大学人文信息学院品牌建设策略研究
发布时间：2018-10-30 16:32
【摘要】： 随着全球经济一体化向纵深发展,我国的市场逐渐呈现出多方位竞争的趋势。民办高校(独立学院)是市场竞争的主体之一,随着我国高等教育投资主体的多元化、办学形式的日益多样化,及教育供给的进一步扩大化,受教育者拥有更多的选择权,民办高校(独立学院)的市场竞争更加激烈。长春工业大学人文信息学院竞争取胜的关键是树立良好的品牌声誉。因此树立品牌意识,实施品牌战略,对于长春工业大学人文信息学院来说至关重要,直接关系到学校的生死存亡与可持续健康发展,长春工业大学人文信息学院必须重视品牌建设。 本论文主要以品牌定位、品牌CIS设计、品牌传播等品牌相关理论为理论研究基础,制定了相应的、适用于长春工业大学人文信息学院的一套品牌整合营销措施。本文共分五个部分:第一部分是对长春工业大学人文信息学院的现状及问题的分析;第二部分是对品牌及教育品牌的理论界定极其内涵解读;第三部分是长春工业大学人文信息学院的品牌定位策略;第四部分是长春工业大学人文信息学院品牌的CIS策略;第五部分是长春工业大学人文信息学院品牌的推广及维护策略。最后,结论阐明了品牌建设是长春工业大学人文信息学院的立身之本,它是一个长期的、持续的、系统的、全局的动态过程。
[Abstract]:With the development of global economic integration, the market of our country gradually presents the trend of multi-directional competition. Private colleges and universities (independent colleges) are one of the main bodies of market competition. With the diversification of higher education investment subjects, the increasingly diversified forms of running schools, and the further expansion of educational supply, the educated have more options. Private colleges (independent colleges) market competition is more fierce. The key to win the competition of College of Humanities and Information of Changchun University of Technology is to establish a good brand reputation. Therefore, establishing brand awareness and implementing brand strategy are of great importance to the College of Humanities and Information, Changchun University of Technology, and are directly related to the survival and sustainable and healthy development of the school. The College of Humanities and Information of Changchun University of Technology must attach importance to brand building. Based on the theories of brand positioning, brand CIS design, brand communication and so on, this paper formulates a set of brand integrated marketing measures which are applicable to the College of Humanities and Information of Changchun University of Technology. This paper is divided into five parts: the first part is the analysis of the current situation and problems of the College of Humanities and Information of Changchun University of Technology, the second part is the theoretical definition of brand and education brand and interpretation of its connotation. The third part is the brand positioning strategy of the College of Humanities Information of Changchun University of Technology; the fourth part is the CIS strategy of the College of Humanities Information of Changchun University of Technology; the fifth part is the promotion and maintenance strategy of the brand of College of Humanities Information of Changchun University of Technology. Finally, the conclusion shows that brand building is the foundation of the College of Humanities and Information of Changchun University of Technology, which is a long-term, continuous, systematic and global dynamic process.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G649.2
本文编号：2300541
[Abstract]:With the development of global economic integration, the market of our country gradually presents the trend of multi-directional competition. Private colleges and universities (independent colleges) are one of the main bodies of market competition. With the diversification of higher education investment subjects, the increasingly diversified forms of running schools, and the further expansion of educational supply, the educated have more options. Private colleges (independent colleges) market competition is more fierce. The key to win the competition of College of Humanities and Information of Changchun University of Technology is to establish a good brand reputation. Therefore, establishing brand awareness and implementing brand strategy are of great importance to the College of Humanities and Information, Changchun University of Technology, and are directly related to the survival and sustainable and healthy development of the school. The College of Humanities and Information of Changchun University of Technology must attach importance to brand building. Based on the theories of brand positioning, brand CIS design, brand communication and so on, this paper formulates a set of brand integrated marketing measures which are applicable to the College of Humanities and Information of Changchun University of Technology. This paper is divided into five parts: the first part is the analysis of the current situation and problems of the College of Humanities and Information of Changchun University of Technology, the second part is the theoretical definition of brand and education brand and interpretation of its connotation. The third part is the brand positioning strategy of the College of Humanities Information of Changchun University of Technology; the fourth part is the CIS strategy of the College of Humanities Information of Changchun University of Technology; the fifth part is the promotion and maintenance strategy of the brand of College of Humanities Information of Changchun University of Technology. Finally, the conclusion shows that brand building is the foundation of the College of Humanities and Information of Changchun University of Technology, which is a long-term, continuous, systematic and global dynamic process.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G649.2
【引证文献】
相关期刊论文 前1条
1 李军;;基于CIS系统下黄河科技学院卓越品牌建设的研究[J];经济研究导刊;2013年19期
相关硕士学位论文 前1条
1 秦军;A大学MBA教育品牌建设研究[D];西南交通大学;2011年
，本文编号：2300541
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