高校体育品牌化产业化发展模式初探

运用文献资料、案例分析等方法,论述了我国高校体育发展的现状和局限性,介绍了国际上高校体育品牌化和产业化发展的经验,结合我国目前部分高校在推动体育品牌化、产业化和社会化的探讨,通过深入分析这些模式的预期社会效益和经济效益,探讨其对于我国高校体育发展的积极影响.认为高校体育品牌化、产业化发展的创新模式有效弥补了我国现有体制下高校体育事业的不足,长期地促进高校教学及科研、高校与企业产学研良性互动,既能带动高校体育事业发展,又能带动高校各个相关专业学科的教学实践;既能带来勤工俭学和就业创业实践机会,更能为高校科研人员创造零距离研发机会;在为高校和企业发展自主知识产权和创造利润的同时,更为学生带来帮助和实惠,是我国高校体育和产学研发展具有积极意义的创新模式,为高校体育改革提供了有益的参考.     

基于系统角度的区域品牌建设理论研究

国内外学者从不同的角度出发对区域品牌建设理论进行了研究,取得了一定的成果,但总体上都未能形成系统的理论。针对现有研究的不足,试图能对现有的偏向区域品牌营销的研究提供一个整体的理论思路。基于这一考虑,从系统这一整体理论的角度分析并提出区域品牌建设是包含了区域品牌战略的制定、区域品牌的营销与实施和区域品牌管理的系统。     

Higher Learning,Greater Good: The Private and Social Benefits of Higher Education

Abstract

Everyone has a personal brand. To ensure success at work you need to manage your personal brand which is made up of your tangible and intangible attributes. This paper reviews the literature around personal branding, looks at some of the attributes and discusses ways you can reflect and begin to build your personal brand in a higher education context. The paper finishes with some five ways to make sure your personal brand fails!     

Library Experience Matters! Touchpoints to Community Engagement

ABSTRACT

This article explores the concept of service branding in the context of libraries and information organizations. We discuss community perceptions of library brand value from the librarian's perspectives in the context of public and academic libraries. Librarians’ thoughts and viewpoints in improving the community's library experience are also discussed. The findings highlight the importance of improving the library's visibility, creating appealing ambience, and developing a strategic branding plan in order to provide robust, compelling, and meaningful experiences for their community.     

From PISA to national branding: exploring Finnish education®

Since the recent global paradigm shift in the governance of higher education toward business and marketing, internationally competitive education is increasingly considered as an asset for governments. Consequently, governments started to invest in education branding and marketing their educational systems. In Finland, national interest in education branding rose especially since the country's success in the programme for international student assessment studies created a positive reputation of its basic education. In this article, the authors investigate how this reputation is transformed into a general Finnish education brand, based upon Finland's official Country Brand Report (2010). The governmental discourse on Finnish education reveals a fusion of education and national branding, which is why the authors suggest to discuss the Finnish education brand as Finnish education®. The article provides an analysis of the elements constituting the brand and opens up a critical discussion on the ethics of branding education through cultural and national characteristics.     

Brand personality in higher education: anthropomorphized university marketing communications

While the university prospectus is recognized as an important marketing communication tool for higher education recruitment strategies, it has become overlooked as many researchers have focused on other communication channels, such as social media and websites. Although focus has been placed upon Higher Education Institution (HEI) brand differentiation, little is known about the similarities and differences between institutional marketing communications utilized to build their brands. This research seeks to explore and analyze the prospectuses of the top 10 HEIs in the UK and to draw comparison between their relative positions using a brand personality lens. While the brand personality trait of sincerity was common for all of the HEIs, there was clear differentiation on the basis of other traits, demonstrating that brand personality deepens our understanding of HEI positioning. Two main brand personality groupings were evident among the top 10 institutions: excitement and competence.     

Social media in higher education: understanding how colleges and universities use Facebook

This study provides an understanding of the current social media landscape for higher education institutions. While it is recognized that consistency in school branding across all communications with stakeholders is important to attract and retain students, relatively little work has been done to determine specifically what type of content should be included in a school’s social media campaign, nor has there been an investigation as to the relative frequency of the content. The authors use content analysis to examine Facebook posts from 66 top US colleges and universities and engagement from their constituents on these posts. Results show that there are significant differences in engagement received on posts across institution type. Additionally, media type and posting frequency are factors that contribute to engagement. This study provides direction on how university social media managers can better manage their social media content to improve engagement and increase the reach of their posts.     

对电大远程开放教育招生工作的思考

随着我国远程开放教育迅猛发展,办学竞争日趋激烈,本文从塑造学校品牌、加强广告宣传、打造美誉度、咨询服务等四个方面对招生工作的作用进行了探讨。     

高校学生活动品牌化建设的实践与探索——以河北水利电力学院电气工程学院为例

为提高应用型本科学生的专业认知度以及综合素质,我校电气工程学院紧密结合专业特点、学生状态,以学生活动品牌化建设为着力点,大胆创新工作思路,创立了“思享加”、“追前沿”、“创梦行”等活动品牌,对学生活动的内容和形式进行积极实践与探索,取得了较好的效果,为实施素质教育、加强校园文化建设、提高人才培养质量提供了新的途径。