独立学院品牌建设的路径探讨
摘要
近年来,随着我国高等教育规模的快速增长,各项相关改革不断深化,一些地方和高校在高等教育办学机制方面进行了大胆探索,其中由普通高校按照新的机制和模式试办的相对独立的二级学院(独立学院)发展较快,独立学院是我国在经济体制转型时期出现的一种新的高等教育办学模式,它是由普通本科高校按新的机制、新模式举办的本科层次的二级学院,它适应了计划经济体制向市场经济体制转轨的需要,满足了高等教育规模快速增长的需求,体现了高等教育大众化阶段的需要,适应了民办高等教育健康发展的需要。但是由于独立学院师资、机制以及社会地位等内外两方面的问题,独立学院存在着各种各样的问题,使得独立学院的发展举步维艰,于是独立学院的品牌建设提上案头。不断发展、巩固和完善是独立学院发展亟需解决的问题,而独立学院的品牌建设是独立学院在新的历史时期进行准确的定位,发挥自身的独特作用所必须探索的,是满足社会对不同人才的需求,提高自身发展的必由之路,因此,如何打造独立学院的品牌就成为广大高等教育工作者应该积极思考的问题。
本文共分为五部分对独立学院的品牌建设进行了论述。论文第一部分是对独立学院以及独立学院品牌建设的现状研究论述,提出了进行独立学院品牌建设的目的和意义以及在此指导下的我国独立学院品牌建设的思路和方法。第二部分是在独立学院发展的基础之上,对独立学院的涵义、产生背景、特征和发展困境的分析,对独立学院进行了细致的论述。第三部分是在介绍品牌内涵和品牌理论分析的基础上,对独立学院的品牌建设的依据和内容以及独立学院品牌的内涵做了全方位的概括,提供了独立学院品牌建设的理论依据。第四部分是从具体的独立学院建设案例出发,对独立学院的品牌建设进行分析,从理论到具体,从宏观到微观,为我们进行独立学院的品牌建设提供了经验总结。第五部分是从独立学院品牌建设的路径出发,对独立学院品牌建设进行了细致的探讨,为独立学院品牌建设提供了一定的理论指导。
In recent years, with our country higher education scale's swift growth, each item of related reform deepened unceasingly, some places and the university have carried on the bold exploration in the higher education school mechanism , set up as an experiment by the ordinary university according to the new mechanism and the pattern the relatively independent second-level institute (independent institute) developed quickly, the independent institute is one kind of new higher education school pattern which appeared in the economic system reforming period in our country, it is a second-level college of undergraduate course level hold by the ordinary undergraduate course according to the new machine-made and pattern, it adapted the need changded from the planned economy system to the market economy system, satisfied the demand of the higher education scale’s swift growth, manifested the demand of the higher education popularity stage, adapted the need of the people higher educational healthy development . But because of the inside and outside two aspect's questions of the independent institute teachers, the mechanism as well as the social position and so on, the independent institute has various problems, causes the development of the independent institute's to be hard to start, therefore the independent institute's brand construction raises the table-top. Develop, consolidation and perfect are the questions which the independent institute develops unceasingly needs to solve, but the independent institute's brand construction has to explore about carrying on the accurate localization and exerting its own role in the new historical period, satisfies the society to the different talented person's demand, enhances the way of own development must be taken, therefore, how to make the independent institute's brand become the question which the general higher education worker should ponder positively.
This article altogether divided into five parts to carry on the elaboration to the independent institute brand construction. The first part elaborates about the independent institute as well as the independent institute brand construction’s present situation research, proposed the goal and significance of carriying on the independent institute brand construction as well as the thought and methoud of our country’s independent institute brand construction under this instruction. The second part is in the independent institute develops above the foundation, analyze the independent institute's implication, background, features and development difficult position, elaborates the independent institute carefully. The third part is in the introduction brand connotation and in the brand theoretical analysis foundation, has made the omni-directional summary to the independent institute's brand construction's basis and the content as well as the independent institute brand's connotation, has provided the independent institute brand construction theory basis. The fourth part is start from the case of the concrete independent institute construction, carries on the analysis to the independent institute's brand construction, from the theory to concrete, from macroscopic to microscopic, provides the experimental summary of constructing independent institute brand for us. The fifth part embarks from the way of the independent institute brand construction , has carried on the careful discussion to the independent institute brand construction, has provided certain theory instruction for the independent institute brand construction.
本文共分为五部分对独立学院的品牌建设进行了论述。论文第一部分是对独立学院以及独立学院品牌建设的现状研究论述,提出了进行独立学院品牌建设的目的和意义以及在此指导下的我国独立学院品牌建设的思路和方法。第二部分是在独立学院发展的基础之上,对独立学院的涵义、产生背景、特征和发展困境的分析,对独立学院进行了细致的论述。第三部分是在介绍品牌内涵和品牌理论分析的基础上,对独立学院的品牌建设的依据和内容以及独立学院品牌的内涵做了全方位的概括,提供了独立学院品牌建设的理论依据。第四部分是从具体的独立学院建设案例出发,对独立学院的品牌建设进行分析,从理论到具体,从宏观到微观,为我们进行独立学院的品牌建设提供了经验总结。第五部分是从独立学院品牌建设的路径出发,对独立学院品牌建设进行了细致的探讨,为独立学院品牌建设提供了一定的理论指导。
In recent years, with our country higher education scale's swift growth, each item of related reform deepened unceasingly, some places and the university have carried on the bold exploration in the higher education school mechanism , set up as an experiment by the ordinary university according to the new mechanism and the pattern the relatively independent second-level institute (independent institute) developed quickly, the independent institute is one kind of new higher education school pattern which appeared in the economic system reforming period in our country, it is a second-level college of undergraduate course level hold by the ordinary undergraduate course according to the new machine-made and pattern, it adapted the need changded from the planned economy system to the market economy system, satisfied the demand of the higher education scale’s swift growth, manifested the demand of the higher education popularity stage, adapted the need of the people higher educational healthy development . But because of the inside and outside two aspect's questions of the independent institute teachers, the mechanism as well as the social position and so on, the independent institute has various problems, causes the development of the independent institute's to be hard to start, therefore the independent institute's brand construction raises the table-top. Develop, consolidation and perfect are the questions which the independent institute develops unceasingly needs to solve, but the independent institute's brand construction has to explore about carrying on the accurate localization and exerting its own role in the new historical period, satisfies the society to the different talented person's demand, enhances the way of own development must be taken, therefore, how to make the independent institute's brand become the question which the general higher education worker should ponder positively.
This article altogether divided into five parts to carry on the elaboration to the independent institute brand construction. The first part elaborates about the independent institute as well as the independent institute brand construction’s present situation research, proposed the goal and significance of carriying on the independent institute brand construction as well as the thought and methoud of our country’s independent institute brand construction under this instruction. The second part is in the independent institute develops above the foundation, analyze the independent institute's implication, background, features and development difficult position, elaborates the independent institute carefully. The third part is in the introduction brand connotation and in the brand theoretical analysis foundation, has made the omni-directional summary to the independent institute's brand construction's basis and the content as well as the independent institute brand's connotation, has provided the independent institute brand construction theory basis. The fourth part is start from the case of the concrete independent institute construction, carries on the analysis to the independent institute's brand construction, from the theory to concrete, from macroscopic to microscopic, provides the experimental summary of constructing independent institute brand for us. The fifth part embarks from the way of the independent institute brand construction , has carried on the careful discussion to the independent institute brand construction, has provided certain theory instruction for the independent institute brand construction.
引文
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[40][42]闫德明.学校品牌个性的组织识别研究[D].华南师范大学博士学位论文,2006.
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[43][美]布兰汉姆等.兰登书屋韦氏简明英语词典[M].上海:上海世纪出版集团译文出版社,2004:83.
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[49]乔春洋.品牌定位[M].广州:中山大学出版社,2005:3,7-9,34.
[50]Raggio, Randle D.; Leone, Robert P. The theoretical separation of brand equity and brand value: Managerial implications for strategic planning[J].Journal of Brand Management,2007(5):380-395.
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[52]Temple,Paul. Branding higher education:illusion or reality? [J].Policy and Practice in Higher Education,2006(1):15-19.
[53]温辉.独立学院品牌发展战略研究[D].湖南师范大学硕士学位论文,2007.
[54]闫德明.学校品牌:为什么?是什么?做什么?[J].现代教育论丛,2004(6).
[55][56]周静.打造职业教育品牌之路的探索[J].继续教育研究,2005(6).
[57]靳希斌.论教育服务及其价值[J].教育研究,2003(1).
[58]来茂德.独立学院:中国高等教育发展的新探索[M].杭州:浙江大学出版社,2004:160.
[61]杜国海,杨世红.独立学院新探索(2006年卷)[M].重庆:云南大学出版社,2007:9.
[62]阙海宝.独立学院经费问题探讨[J].煤炭高等教育,2005(5).
[63]江净帆.论独立学院的校园文化建设[J].重庆教育学院学报,2006(2).
[64]Xu Jinming; Yang Jin; Yu Yan. The Future Reform and Development of Higher Education Teacher Training in China. [J].Chinese Education & Society,2005(6):17-38.
[2]齐鹿坪.独立学院的管理体制问题研究[D].华中师范大学硕士学位论文,2006.
[3]吕小柏.独立学院资产归属之探析[J].武汉理工大学学报(社会科学版),2006(3).
[4][9]杨帆.改革与完善我国独立学院治理结构的思考[J].黑龙江教育(高教研究与评估版),2005(10).
[5][13]吴长青.独立学院的政府管理研究[D].华中科技大学硕士学位论文, 2005.
[6][15]肖江淑.独立学院管理中的问题及对策研究[D].湖南师范大学硕士学位论文,2006.
[7]周丽艳,武丹.独立学院人才培养目标探析[J].辽宁高职学报,2007(3).
[8]葛秋颖.独立学院应用型人才培养模式的构建探析[J].高教高职研究,2007.
[10][12]关红霞.独立学院内部运行机制研究[D].武汉理工大学硕士学位论文, 2006.
[11]朱正亮,鄢烈波.独立学院运行机制初探[J].理论月刊,2005(9).
[14][18]姜毅.独立学院师资建设问题探析[J].教育发展研究,2006(6).
[16]张小兰.独立学院可持续发展研究[D].中国地质大学硕士学位论文, 2006.
[17]陈畑子,袁瑾洋.独立学院师资队伍建设的理论思考与实践[J].民办高等教育研究,2005(2).
[19]李良寿.打造教育品牌迎接入世挑战[J].湖南教育,2002(12).
[20]李旭辉,刘仁富.学校,你的“品牌”有多重?[J].四川教育,2002(Z1).
[21]吴颖民.自我超越与时俱进——论优质教育品牌及其持续发展问题[J].广东教育,2003(12).
[22]殷智新.坚持内涵发展战略,打造优质教育品牌[J].江南论坛,2002(11).
[23]周文良.论现代学校的品牌塑造策略[N].教育导报,2004-5-22(3).
[24]吴杰.学校品牌塑造之策略[J].科教文汇,2007(4).
[25]王琳.学校品牌扩展策划研究[J].教学与管理,2005(1).
[26]卢志文.打造品牌学校的五个“需要”[J].河北教育(综合版),2006(11).
[27]王根顺,郝路军.高校品牌发展策略探析[J].中国农业教育,2006(1).
[28]李维民.论设置民办本科院校的必要性及可行性[J].民办教育研究,2004(5).
[29]曹淑江.论教育的经济属性、教育的公益性、学校的非营利性与教育市场化[J].改革教育理论与实践,2004(9).
[30]费坚.当前我国独立学院“独立”的困境研究[J].高教探索,2008(1).
[33]教育部. 2006年全国教育事业发展统计公报[EB/OL]. http://www.moe.edu.cn/edoas/website18/level3.
[34][59]夏志强.高校独立学院市场化运营研究[M].成都:巴蜀书社.2007.8:29-30、66.
[35]周济.促进高校独立学院持续健康快速发展[J].教育发展研究,2003(8).
[37]教育部.独立学院设置与管理办法.教发(2008)26号.2008-02-22.
[38][60]王金琼.独立学院面临的内外困境及路径选择[J].现代教育科学,2008(1).
[39]刘凤泰.从专项查看独立学院的生存与发展[J].中国高等教育,2005(17).
[40][42]闫德明.学校品牌个性的组织识别研究[D].华南师范大学博士学位论文,2006.
[41]叶万春,万后芬,蔡嘉清.企业形象策划——CIS导入(第二版)[M].大连二东北财经大学出版社,2006.
[43][美]布兰汉姆等.兰登书屋韦氏简明英语词典[M].上海:上海世纪出版集团译文出版社,2004:83.
[44]罗锐韧.哈佛管理全集[M].北京:企业管理出版社,1997:1114.
[45]郭国庆.市场营销学通论[M].北京:中国人民大学出版社,1999:180.
[46][47]年小山.品牌学[M].北京:清华大学出版社,2003:51,35-37.
[48]乔春洋.品牌论[M].广州:中山大学出版社,2005:35.
[49]乔春洋.品牌定位[M].广州:中山大学出版社,2005:3,7-9,34.
[50]Raggio, Randle D.; Leone, Robert P. The theoretical separation of brand equity and brand value: Managerial implications for strategic planning[J].Journal of Brand Management,2007(5):380-395.
[51]温辉,袁静.独立学院品牌的战略创新[J].发明与创新,2008(3).
[52]Temple,Paul. Branding higher education:illusion or reality? [J].Policy and Practice in Higher Education,2006(1):15-19.
[53]温辉.独立学院品牌发展战略研究[D].湖南师范大学硕士学位论文,2007.
[54]闫德明.学校品牌:为什么?是什么?做什么?[J].现代教育论丛,2004(6).
[55][56]周静.打造职业教育品牌之路的探索[J].继续教育研究,2005(6).
[57]靳希斌.论教育服务及其价值[J].教育研究,2003(1).
[58]来茂德.独立学院:中国高等教育发展的新探索[M].杭州:浙江大学出版社,2004:160.
[61]杜国海,杨世红.独立学院新探索(2006年卷)[M].重庆:云南大学出版社,2007:9.
[62]阙海宝.独立学院经费问题探讨[J].煤炭高等教育,2005(5).
[63]江净帆.论独立学院的校园文化建设[J].重庆教育学院学报,2006(2).
[64]Xu Jinming; Yang Jin; Yu Yan. The Future Reform and Development of Higher Education Teacher Training in China. [J].Chinese Education & Society,2005(6):17-38.