| On the background of the recent repaid development of globalization and media society, people have an eye on the school brand. As a developing country, the Chinese public school system has not yet been able to provide a standardized and stable general education due to undeveloped economy. Also, choosing a good school has always been one of the effective ways for people to better the younger generation's lives. Moreover, the wide spread of images of elite schools from western developed countries via massive media has been a heavy influence on how Chinese citizens view the "School Brand Promotion" phenomenon. Such phenomenon has become arguable among public educators and education system officials since it is involving more and more people. As the primary information and education provider in China, the public educators are ought to use the means of information system and media to analyze and structure a proper "School Brand Promotion" for primary education system in China.The discussion is structured into six sections.The author has mainly focused on the school brand promotion respect to the study of information system. First of all, the author thinks that the development of information system has changed our life style and the production method. "As a very strong application, information system has been a subject that has reached every aspect of our life." Using information system to help develop the primary education system Brand Promotion has opened up the scope of research studies. It also provides more significance to the social and cultural value. Using the information system to study the elementary education brand promotion is an objective need. The brand reflects the successfulness of an information system. Currently, the study of branded school promotions still at the initial stage, the focus is mainly put on college level and carries on the analysis from the economical and the economical management stratification. In using the information system study theory to seek its inherent laws and the characteristic in the bigger field of scope, enhance the primary education brand, at the same time we'll try to avoid from being misled by the factors such as over commercialization. Furthermore, there's a total insufficiency in resource among our primary education system and the imbalanced development condition. Therefore, by adapting building school brand, we will be able to resolve some of the problems we discussed above. Enhancing brand names for elite schools and building brand names for average schools will be the revolutionary and historical mission.The first part of this dissertation talks about the study of school brand effect in regarding the information system. First of the all, the author puts the study of school brand in the scope information system and for careful examines, it's clear that education is a component of information system. The ultimate goal of education and usage of information system is to fully develop the society. Next, conducting a research in the brand and the school brand and the significance, we conclude that school brand is one cultural phenomenon. It refers to the summary of a school with a high reputation, loyalty and the profound connotation and the special characteristics. It is an intangible asset to culture, behavior, and value. It is a part of the society. After defining the information system and brand, the author thinks that school brand produces the essential attribute which dials in information system, including the inner information distribution and outer information distribution. Holding the school brand as the core focus and using information system to create impacts. This is the fundamental difference between school brands and commercial brands. It uses various media to wide-spread the reputation, goal, and educational quality. The purpose of school brand is to promote the school and education not to commercialize and sell the school in the market. It is to portray a good public image but not to take advantage of the school brand and make profit. Instead, promotion on school and enhancement on school's reputation through media should be viewed as a way to balance and build an educational system. At the end, the author briefly talks about the inner media and outer media also the basic way and effect of school brand promotionThe second part of the article focuses on the researches' views of the school brand promotion. The study of promotion is a key element to school brand promotion. However, the detail target and procedure are still being studied and researched. In this part of the article, the author first defines the terms "promotion by media". Then, the author analyzes the different media involved in the promotion. By analyzing the experts from "Western City", the author thinks that in comparison made between news paper and media such TV channels and radio stations, the news paper can make a better impression on readers and present information more explicitly. The use of news paper is considered the primary method to promote school brand. In studying the internet as a mean of school brand promotion, the author uses the e-media from 7th Middle School in Chengdu, Sichuan, as an example. She compares the difference between internet media and traditional media and points out some of the advantage that internet media has over the traditional media. She also points out that radio is a reasonable way to promote school brand on campus.The third part is about the case studies on school brands disemination . As domestic issues of the theoretical research is still in its initial stage, there is no systematic theoretical system can be used to exemplify. As the schools brand is a complex social and communication phenomenon, involving the social, cultural, educational and other troubled relations intricate scene as a writer who is using the case study method, trying to spread its brand school behavior and understand the significance of building research. First, the author selected brand communication in the school the more successful cases—Chengdu Logjiang Road Primary School, in Chengdu, Sichuan, from 1994 to 2005 used newspapers and television reports for all the school awareness promotion. Brand output from the formation and use of the media in three stages. Secondly, another case is being Zongbei Secondary Schooi in Chengdu, Sichuan, the characteristics of the case is that starting from 1995, the school has been putting a conscious effort to use a variety of media brands schools and the spread of mold, after 10 years of practice, the school has evolved from a new school into the city's reputation and a higher profile schools Brand communication City schools reached an important way to the conclusion of its development of the schools. The author again of a school within a regional brand communication effectiveness empirical study, from 2003 to 2006 Wuhou district selected 12 City schools and 12 brands of quality education developed in a small village weak to hold one-to-one brand communication and output effect. A total of 12 schools to take 12-year survey of students and parents to principals and teachers of 24 schools in the sample survey of the region's schools to describe the effects of the dissemination of brand evaluation in the community evaluation of the effect on the region collected all the newspapers during the relevant reports, Brand spread that the school is an important regional balanced development path.The fourth chapter of this article is about the operating strategy of school brand dissemination. First, the author proposes the propagandists to enhance the ability of making advantage of the media which means that the main promoters, the school principals should have the ability of understanding , distinguishing and using the media, to establish good public opinions of the schools; the second part is on the culture strategies of the school brand dissemination, the author discusses the values of the brand culture strategy. proposing to find out the core of school culture and to establish the image of school and its cultural strategies. The third part is about the media strategy used by schools, the author researches the demands of the school brand, analysising four basic communication path of the school brand which are interpersonal communication, organizational communication, mass media and internet Communication.The fifth part of this article is about the research of the effect appraisal on school brand dissemination. First, the author carries on the theories from the general dissemination effect. Then , the author defines the school brand dissemination effect research, pointing out two dimensions of the effect evaluation which are both inside and outside dissemination effect appraisal, as well as the three main bodies which are the parents, the students, the teachers and the society. Then , the author selects 12 high quality city schools and 12 undeveloped rural schools to carry out one-to-one inside and outside brand communication research during the period of 2003 to 2006,within Wuhou district, in Chengdu, Sichuan . Though sample surveying on students of 12 grades from 12 schools and 24 principals and teachers, the author elicits descriptive estimates, and points out that effective school brand communication is an important foundation for balanced development.The final part includes the direction of primary and secondary schools in terms of brand promotion, In this chapter the author thinks that that primary and secondary schools are an important phenomenon in the media and social development and are an important part of the study, as well as the need for an in depth study of the topic. From the promoters (principals and teachers) Media Literacy spread to the media in shaping the image of the main complex integrated media and the effects are also evaluated on the merits further study. The promotion of primary and secondary schools includes promoters of the development of mass media brand quality and enhance the sense of participation, Audiences (mainly referring to the promotion of internal audiences students) to improve literacy, external promotion of scientific and reasonable use of the mass media to raise the main compound-principals and teachers create the image of the effectiveness of the mass media and promotion of the contents of the rational choice increased the use of the media set up on the agenda and public relations functions formed media integrated media, in order to achieve a better dissemination of results, while primary and secondary school education and regional brands and community cultural development of high relevance, in terms of behavioral strategies that will promote the availability of research results.
|
PDF Full Text Request