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The New Considering About Developmental Strategies Of Modern Universities

Posted on:2006-07-01Degree:MasterType:Thesis
Country:ChinaCandidate:S G TangFull Text:PDF
GTID:2167360155971449Subject:Educational Economy and Management
Abstract/Summary:PDF Full Text Request
Considering strategically the future of university, undoubtedly, will become an extremely important subject in the course of university development. According to the variable exterior environment and its own progress logic, the university must put forward a strategic target, which can match the reality of university development, encourage the public as well, so as to push the university to obtain continuous development. Knowledge-based economy is increasingly thriving in the 21st century. The knowledge will become the most important strategic resources this age. As the specialized place that spreads, produces and creates knowledge, the position and function of university will promote gradually. With China joining WTO, well growth of market economy system as well as quick footstep of higher education into market, the competition of universities would be gradually vigorous. Facing the background, subjects have come into the agenda of university development as follows: how universities develop; how universities establish the development strategy. This research analyzes the trend of gradual progress for modern university from angle of view of brand marketing theory. It states that brand competition is the strategic choice for the quick development of university; for the development of modern university, it has become a basic principle to set up pre-eminent brand. The logic circuit of the article is: it probes into the general theoretical problem of university development strategy first; regarding this as the foundation, it then analyzes the necessity and possibility that the university puts brand strategy into practice. The author thinks that the future development of university will regard brand strategy as the guide. At the same time, it picks a few typical cases both at home and abroad as substantial evidence. Finally it draws up an initial outline for the establishment and descending of university brand.
Keywords/Search Tags:University, Brand, Development Strategy
PDF Full Text Request
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