新建本科院校品牌核心竞争力研究

中南民族大学硕士学位论文新建本科院校品牌核心竞争力研究姓名：钟国华申请学位级别：硕士专业：教育经济与管理指导教师：蔡琼20080501I=(++)++=IIAbstractAlongwiththedevelopmentofmarketeconomyinourcountryandthereformofthehighereducationsystems,thecompetitiontrendofthehighereducationcan'tconverse,asagreatandnewlyarisenpowerofhighereducation,brandcorecompetenciesfornewly–establishedcollegesisveryandimportantandnecessarytoitdevelopscontinuouslyandobtainsthecompetitiveadvantageinthehighereducation.Throughtheanalysisofbrandcorecompetenciesdefinition,contentandcharacteristicsfornewly–establishedcolleges,wegettoknow:thebrandcorecompetenciesfornewly–establishedcollegesisacontinuouscompetitionabilitywhichwasformedthroughtheintegrationofcollegebrandmanagement,Comparedtoothercompetitorscanremarkablyinthemarketcompetitiondemonstratethebrandintrinsicquality,thetechnology,theperfectservice,canremarkablyrealizethevaluedemandwhichthecustomerregardsasimportantalsonoteasilyimitatedbythematch.Itmayuseadirect-viewingformulatoexpressthebrandcorecompetenciesfornewly–establishedcolleges,thatisthebrandcorecompetencies=(quality+skill+ability)+thesuperiority+gainstrength=successfullyobtainstheresourceswhichcontinuestodevelop.Itplaysanvitalroletogrowsanddevelopstonewly–establishedcollegesthemselves,tothecompetitor,isinvisible,imitateswithdifficulty,istheintegrationofthebrandquality,thetechnology,theskillandtheserviceabilitywhichnewly–establishedcollegesisinsolepossessionof,isonekindofabilitywhichthenewly–establishedcollegesmaylong-termkeeponthecompetitiveadvantage.Ithasthevaluesuperiority,thecompetitiveness,theductility,theintegrationetctheessentialcharacteristicandthedynamic,thegeneralofnatureandnotTradabilityandsoonthegeneralcharacteristic.Thethesistakesthedevelopmentofthebrandcorecompetenciesfornewly–establishedcollegesasthevein,theanalysisthoughtthat,thebrandleadership,thebrandinnovativeandthebrandmarketstrengthisthebrandessentialfactorabilityofthenewly–establishedcolleges,thiskindofessentialfactorabilityispreciselythebasicintegrantpartofthebrandcorecompetencies.Intheanalysisofthefactorofthebrandcorecompetenciesfornewly–establishedcolleges,thethesisalsomakesananalysistothemajoreffectfactorandtheirinterrelationshipintheformingprocessofthebrandcorecompetencies,namely,makesomeexplorationstotheformingmechanismofthebrandcorecompetencies,itsinfluencefactorsmainlyarebrandIIIknowledge,resources,universitycultureandmanagementintegration.Finally,tothemisunderstanding,thestageandthewayofthebrandcorecompetenciesfornewly–establishedcollegesmakesomeexplorations,finallyitanalyzesthatthecultivationofthebrandcorecompetenciesfornewly–establishedcollegesisforthepurposeoffacilitatingtheformationandthedevelopmentofthebrandessentialfactorability.Keyword:Newly–establishedcolleges,Brand,corecompetencies,Brandcorecompetencies1______21200017224%2006100200767,,200712006100://218.199.48.20/readnews.php/877[][]2005339——343231.1955BurleighB.GardenerSidneyJ.Levy1200626JaneHemsley-BrownandShivonneGoonawardana.Brandharmonizationintheinternationalhighereducationmarket.JournalofBusinessResearch,InPress,CorrectedProof,Availableonline23March2007.42.1982Perspectivesonhighereducation:EightdisciplinaryandComparativeViewsShapiro1982FombrunandShanley1990Aaker1996T.Mazzarol.Criticalsuccessfactorsforinternationaleducationmarketing.IntJEducManage12(1998),pp.163–175.T.MazzarolandG.N.Soutar.Sustainablecompetitiveadvantageforeducationalinstitutions:asuggestedmodel.IntJEducManage12(1999),pp.287–300.[].——200115[].——2001121133—134200619253ParamewaranGlowacka4BrandharmonizationintheinternationalhighereducationmarketBrownGoonawardana123456R.ParamewaranandA.E.Glowacka.Universityimage:aninformationprocessingperspective.JMarkHighEduc6(1995),pp.41–56.J.Ivy.HigherEducationinstitutionimage:acorrespondenceanalysisapproach.IntJEducMange15(2001),pp.276–282.A.M.George.Thenewpublicrelations:integratedmarketingandpublicrelationsstrategiesforstudentrecruitmentandinstitutionalimagebuilding:acasestudyoftheUniversityofTexasatSanAntonio,JNonprofitPublicSectMark7(2000),pp.17–31.JaneHemsley-BrownandShivonneGoonawardana.Brandharmonizationintheinternationalhighereducationmarket.JournalofBusinessResearch,InPress,CorrectedProof,Availableonline23March2007.6Brown2.19941[]2005220067200532000720062200667,2199842006332005122006220063200682006184520061200442005520051200582005591990C.K.(C.K.Prahalad)G.(G..Hamel)(Thecorecompetenceofthecorporation)1990(1992)1993199420044200620062006220072C.K.PrahaladandGaryHamel:TheCoreCompetenceoftheCorpo-ration.HarvardBusinessReview,May-June,1990,p81—82.2004219141020072111.2.121979[]20062320051913“”“”1990C.K.(C.K.Prahalad)G.(G.Hamel)“”“”“”“”12=++20041521[]200617[]2006222005214=A-B====(++)++=1.120041719152342.123162-1,,200417,,,(),,,,18[]..20034019..77447220,2006821,,,1.222.3.123233-13-124:252627,()(SWOT),,(1),(2),,,2006228,29=(++)++=301.2.311[].20012[].G.20013[]19974[][]20055[]6[]S19877[]19898[]20019[]200110[]200611[]200512[]20031320041420061520021620041720053218[]R200319[]SamHillChrisLederer20042020062120032