高校形象建设评价指标体系的构建及运用

【作者】 陈丹；

【导师】 罗黎辉；

【作者基本信息】 昆明理工大学 ， 教育经济与管理， 2010， 硕士

【摘要】 高校形象是一所高校在办学过程中经过长期地积累、沉淀而形成的,是对学校自身特色和个性最好的诠释与表现。高校形象识别系统作为高校形象建设的一个有效打造工具,近年来在高校形象建设方面取得了很大的成绩。本论文通过对国内外高校形象研究成果的搜集和比较,将研究重点确定为运用高校形象识别系统对高校的形象建设进行评价。以大学形象识别系统的三大组成部分：理念识别系统、行为识别系统、视觉识别系统作为评价基础,结合实际情况,建立评价指标体系,以此评价昆明理工大学的形象建设。在论文的绪论部分提出了高校形象建设的目的与意义,将国内外关于大学形象的一些相关研究进行整理和归类,得出本次研究的重点——以大学形象识别系统为基础对高校形象建设进行评价,并根据实际情况提出研究的思路和方法。接下来,阐述了大学形象识别系统的定义、由来、发展和现状,并且将大学形象识别系统与企业形象识别系统做了比较分析,认为由于组织所追求目标的不同导致了两者在理念识别、行为识别和视觉识别等方面都存在着不同。之后,从大学形象识别系统的主要构成要素当中选出了23个要素来初步构建高校形象建设的评价指标体系,并通过李克特五级量表和因子分析法确立最终的评价指标体系。然后,结合已建立的评价指标体系与评价模型,得到对昆明理工大学形象建设的评价结果。研究表明,问卷填写者对昆明理工大学形象建设的评价为较接近满意,人员素质、特色学科、校训、学风、科研成果等因素对该校形象建设的影响相对较大。最后,针对昆明理工大学形象建设中14个重要影响因素提出了相应的建议。更多还原

【Abstract】 The image of university is the best explanation and performance for its characteristics, which forms in a long time university development. In recent years, it has made great achievements in image-building of university by University Identity System (UIS), which is used to be an effective tool for image-building of university.The research priority of this paper is using UIS to evaluate the image-building of university. It is identified by collecting and comparing the domestic image-building research results of university. UIS includes University Mind Identity (UMI), University Behavior Identity (UBI) and University Visual Identity (UVI). This three aspects of UIS are the base of evaluation, which are used to evaluate and research the actual conditions of image-building of Kunming University of Science and Technology (KMUST)In introduction part of this thesis, the purpose and meaning of university’s image-building have been brought up. Based on the review of home and abroad university’s image-building research and the focus of this study is image-building evaluation with UIS. The idea and method of this study also has been proposed. Next, the paper introduced the definition, origin, development and current situation of UIS, and there is a comparative analysis between UIS and Corporate Identity System (CIS).On this basis, we hold that the reason why UIS and CIS have many differences between their Mind Identity (MI), Behavior Identity (BI) and Visual Identity (VI) is organization’s goals are different from each other. After that,23 factors are selected from the main elements of UIS, which is to build the evaluation index system for image-building of university. Likert scale and factor analysis are used to establish the final evaluation index system. Then, the evaluation index system and the evaluation model are used to evaluate the image-building of KMUST. The conclusion of this study showed that the evaluation result in the image-building of KMUST was slightly satisfied, and subject characteristics, university motto, the style of study, research results and other factors had played greater impact. Finally, on the basis of 14 important factors that have been proposed, the thesis put forward relevant suggestions that were to construct the image of KMUST.更多还原