摘要
随着我国教育体制的改革以及市场经济体制的充分发展,每所高职院校必然要面对高职院校与普通本科院校之间、以及高职院校与高职院校之间的激烈竞争。如何在激烈的竞争中脱颖而出、求生存、求发展,是每所高职院校的管理者与教师必须思考的问题。笔者认为:实施品牌战略,尤其是进行品牌定位,让自己的学院在消费者头脑中留下独特而深刻的记忆,进而成为其就读大学的首选高校,不失为21世纪高职院校建设和发展的一把利器。
本文首先对品牌、以及高职品牌等的概念进行界定,为SA职业学院品牌定位研究提供理论基础。其次,通过SA职业学院所处的内部和外部环境分析,发掘出SA职业学院实施品牌化的必要性与可行性。最后,运用战略品牌管理的品牌定位理论,结合实例,研究SA职业学院进行品牌定位时所遵循的原则、所涉及品牌定位流程,分析SA职业学院与其他高职院校的共同点和差异点,提出SA职业学院进行品牌定位的具体策略。这部分的内容是本论文的核心部分。
品牌定位的重要性已经得到我国企业界的认可,相关理论也是逐渐流行并日趋成熟。与此相对应的是在高职教育领域内的研究还十分薄弱,本论文希望通过SA职业学院品牌定位的实例研究,理清地方高职院校定位的思路,为高职院校品牌化提供些许参考意见,为教育领域内的品牌研究尽绵薄之力。
With the reform of education system and well growth of market economy system, the competition between the vocational & technical colleges and ordinary universities, and the competition within vocational & technical colleges would be gradually vigorous. Managers and teachers of every vocational & technical college have to think about how to highlight itself, how to survive and how to develop in the fierce competition.
The writer thinks that brand management strategy, especially the brand positioning , which can put an unique and profound image about one’s own colleges in consumers’minds , will become the first sharp weapon for the construction and development of vocational & technical colleges.
In order to provide the theoretical basis for the research of brand positioning of SA vocational & technical college, firstly, this dissertation defines and interprets some basic concepts include brand, brand of vocational & technical college, etc. Then , it analyses and explains the necessity and feasibility of brand building of SA Vocational & Technical College by the analysis of inside and outside environment of SA Vocational & Technical College . Lastly, the dissertation uses the theory of brand positioning in Strategic Brand Management and combines with practical case, to explores the principles and procedures should be followed by the SA Vocational & Technical College when it puts the brand positioning in practice. This dissertation also analyses the similarities and differences between the SA Vocational & Technical College and the other vocational & technical colleges in ChengQing City of China, so that the writer can proposes specific strategies for brand positioning for SA Vocational & Technical College. This part of the content is the core part of this dissertation
The importance of brand positioning has been recognized by our business community, the related theory is also gradually popular and becomes more mature. Correspondingly, the study of brand positioning is rather weak in the field of vocational education.
Through the case studies of brand positioning of SA Vocational & Technical College, this thesis hopes to clarify the thinking how do the local vocational & technical colleges implement the brand positioning strategy, to provide some reference for the brand building of local vocational & technical colleges, and to contribute a little for the brand study in the field of education.
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