南昌市八一中学品牌建设研究.pdfVIP

要 随着社会主义市场经济的不断发展和社会的进步，品牌成为市场竞争的一个 重要表征。教育界同样也不例外，学校作为一个社会组织，同样应有着强烈的品 牌意识。创建学校品牌是我国教育发展的必然。争创品牌学校的工作，对激励学 校管理者的理想志向与勤奋敬业，提高学校在办学水平与效率上具有重要的现实 意义。同时，学校品牌也是学校自身发展和进步的重要因素之一。 本文以南昌市八一中学中学为案例，通过笔者自身实践和调查所掌握的一些真 实情况和数据，结合品牌管理的理论从八一中学的外部环境和内部条件两方面进 行分析，然后从品牌定位与塑造、品牌传播与维护等方面具体阐述八一中学的品 牌建设问题。最后对以上工作进行总结与评价，评价的结果是学校经过精心的品 牌建设后，极大提高了自身的品牌竞争力。 关键词：南昌市八一中学 学校品牌 品牌建设 1 Abstract With the rapid economic growth of China, brand has become an important symbol of market competition. The Brand effect is also suitable for schools. As a social organization, school should also have a strong demand for brand conscious. There are theoretical and practical significance on the construction of school brand. Its theoretical aim is to explore the essence and the general rule of construction of school brand so as to construct its theoretical system. The theoretical meaning of the study is followed by : exploiting a new study area for school management science, providing materials for school brand research on the philosophical aspect. The practical meaning of the study is to promote and guide the building of the school brand, to encourage people to build the school brand. This paper adopts Bayi Middle School as subj ect, based on schools characteristics, data and brand manage theory. The author analyzes it from the internal condition and external situation, and then explains it in detail from the brand creation and management, brand Communication and brand maintenance. Finally, the author summarizes and assesses the construction process, which leads to a successful result. Key word: Nanchang Bayi Middle School ; school brand; brand construction 2 目 录 1. 绪