数据库营销技术在高校品牌传播中的应用

随着教育市场竞争压力加大,中国高校日趋开始重视品牌建设与传播。厦门大学嘉庚学院科研孵化项目"高校品牌传播的媒介研发策略与实践"、大学生创新创业训练计划项目"非营利性组织的整合品牌传播实验"通过充分实验和实践,探索了中国高校品牌传播借鉴数据库营销技术的必要性、中国高校应用数据库技术进行品牌传播的基本原则、中国高校利用数据库技术开展品牌传播的基本流程和实施中的注意事项。

The Application of Database Marketing Technique in Institutions of Higher Learning Brand Communication

With the increasing competitive pressure of the educational market,Chinese institutions of higher education are beginning to pay attention to brand building and communication.Through the combined experiments and practice of the research incubation project "media exploration strategies and practice of higher learning brand communication" and the innovative training program,"non-profit organization's integrated brand communication experiment" of Tan Kah Kee College of Xiamen University,the team members explored the necessity of database marketing in Chinese higher education brand communication,the application principles of database techniques in brand communication,the basic brand dissemination technological process of the database technology and matters needing attention in its implementation.