民办学校品牌塑造过程中的失信行为研究

发布时间：2018-01-13 17:35

本文关键词：民办学校品牌塑造过程中的失信行为研究　出处：《湖南师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展和生活水平的提高,人们对精神文化的需求越来越强烈,这为民办学校的创办与发展提供了客观条件。与此同时,国家为了积极鼓励、大力支持、正确引导民办教育事业的发展,特别颁布了《中华人民共和国民办教育促进法》、《中华人民共和国义务教育法》等一系列法律法规,民办学校的发展得到了制度保障,民办学校的生存和发展之路越来越顺畅。在理论上,良好的品牌形象使民办学校更容易得到学生(家长)的信赖、获得教育行政部门的支持、赢得投资者的关注等,从而帮助学校在激烈的竞争中拥有一席之地。可以说,塑造学校品牌形象已是必然的选择。在实践上,为了更好地获得生存和谋求发展,越来越多的民办学校借鉴企业成功的管理模式,重视学校的品牌塑造。一些学校通过提高学校的教育教学质量、发展符合本校历史和现实的特色、细心周到的全面服务以及“名校办民校”等各种途径,来打造学校品牌,并且获得了成功。但是,在品牌塑造过程中,有些民办学校完全把学校当成企业来经营和管理,忽视了“学校的本质是培养社会人才”这一根本,出现虚假宣传、夸大师资力量、空头承诺、组织其他优秀学生替考等失信行为。这些失信行为不仅直接损害学生(家长)的应有利益,而且不利于民办学校的长远发展,甚至对整个社会的诚信体系建设产生严重危害。因此,研究民办学校品牌塑造中出现的失信行为十分必要。本研究从民办学校品牌塑造中失信行为的表现出发,研究社会中被曝光的典型民办学校失信案例,从案例中观察和分析出失信行为的深层原因,包括社会原因(诚信体系的缺位)、经济原因(失信成本低)、思想方面的原因(对民办学校的性质认识不清)以及学校本身的原因(生存压力大)。在得出失信行为的原因过程中,建议从诚信体系的建设、失信成本的提高、优化学校的内外环境以及财政上扶持民办学校等方面思考治理失信行为的对策。
[Abstract]:With the development of economy and the improvement of living standard, people's demand for spiritual culture is more and more strong, which provides objective conditions for the establishment and development of private schools. At the same time, the state actively encourages. We strongly supported and correctly guided the development of private education, and in particular promulgated a series of laws and regulations such as the Law of the people's Republic of China on the Promotion of Private Education, the Law of the people's Republic of China on compulsory Education, and other laws and regulations. The development of private schools has been guaranteed by the system, and the road of survival and development of private schools has become more and more smooth. In theory, a good brand image makes private schools easier to be trusted by students (parents). Get the support of the education administration, win the attention of investors, so as to help schools to have a place in the fierce competition. It can be said that shaping the brand image of the school is an inevitable choice. In practice. In order to get better survival and development, more and more private schools learn from the successful management model of enterprises, attach importance to the brand shaping of schools. Some schools improve the quality of education and teaching. The development conforms to the school history and the reality characteristic, the careful thorough comprehensive service as well as "the famous school runs the civilian school" and so on each kind of way, creates the school brand, and has obtained the success. However, in the brand shaping process. Some private schools completely treat the schools as enterprises to operate and manage, ignoring the essence of "the essence of the school is to train social talents," the emergence of false propaganda, exaggerated teachers, empty promises. Organize other excellent students' discredit behavior such as substitute examination. These dishonest behaviors not only directly harm the interests of the students (parents), but also are not conducive to the long-term development of private schools. Therefore, it is necessary to study the behavior of dishonesty in the brand shaping of private schools. This study starts from the behavior of dishonesty in the brand shaping of private schools. This paper studies the typical private schools' dishonesty cases exposed in the society, and analyzes the deep causes of the dishonest behavior from the cases, including the social reasons (the absence of the credit system, the economic reasons (the low cost of dishonesty). Ideological reasons (not clear understanding of the nature of private schools) and the school itself (survival pressure is great. In the process of arriving at the cause of dishonest behavior, it is suggested from the construction of credit system. The improvement of the cost of dishonesty, the optimization of the internal and external environment of the school and the financial support of the private schools, etc.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G522.72

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