【作者】 郭俊鹏；

【导师】 庞孟栀；

【作者基本信息】 东北师范大学 ， 高等教育学， 2009， 硕士

【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。更多还原

【Abstract】 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.更多还原