The School Brand Construction

Under the background of changing times, the thesis studies school brand construction according to the demand for brand in schools' development from the of cultural perspective, considering schools' characteristics. The author tries to break some research shortages, such as simple transplantation of course concepts, producing idea from practice, lack of rationality, etc. The research manages to make clear the thinking of School Brand construction with Chinese history and culture.This Thesis mainly adopts literature research method, comparison method and history method to study the concept, contents, basis, subject, principle, strategy, guarantee mechanisms and objective of School Brand construction. From chapter 2 to chapter 7, what is school brand construction and principles, subject, aim and content of school brand construction are discussed. Chapter 1, namely introduction, points out the meaning of the study and why to build school brand. Chapter8 and chapter 9 explore how to build school brand.We think that School Brand construction is based on the thinking of ages change and school change, and school characteristics. It should follow the principles, such as life, quality and character...etc. It depends on the integrated dissemination strategy containing core value of School Brand concerning spirit, vision character concerning material and behavior character pointing to the inner part of a school, in addition to system guarantee. School Brand construction relies on full cooperation of school governors, teachers and students to show the obvious difference and taste by essential school culture concerning school interior and social effect, consumer effect concerning school exterior .Specifically, construction of school brand should follow the theoretical and actual principles. Theoretical principles include accomplishments of research on brand. Actual principles include the characteristics of social changing times in which schools are, thought of school changing and characteristics of schools themselves. According to the dissimilarity of time length of School Brand construction's form, we divide the targets into long-term target and short-term target. According to the internal and external need of School Brand construction, the contents of it can be understood from the two aspects of directing at internal and external need of school. School Brand and school culture are two sides of one coin, from the perspective of culture. The key content of School Brand is school culture, which embodies school brand. School Brand's core value at spiritual aspect and visual and behavioral personalities at material aspect can be understood through the content of School Brand which directed at the interior of schools. Social effects and consumer's effects can be understood through the content of School Brand which directed at the exterior of schools. On the basis of schools' characteristics and brand building characteristics, the principles of construction of school brand composes life, quality and personality.There are theoretical and practical significance on the construction of school brand. Its theoretical aim is to explore the essence and the general rule of construction of school brand so as to construct its theoretical system. The theoretical meaning of the study is followed by: exploiting a new study area for school management science, providing materials for school brand research on the philosophical aspect. The practical meaning of the study is to promote and guide the building of the school brand, to encourage people to build the school brand. Finally, the paper clarifies the basic theoretical problems in order to exert the influence on construction of school brand.The paper divides the process of construction of school brand into two stages, internal and external construction of school brand. The former needs to construct the core values of school brand, and visual, behavioral personalities. The latter needs to examine the problems and reasons existing in the consumer's effects, and then provides some strategies, which can be understood as integrated communication strategies. The guarantee mechanisms of construction of school brand composes institution guarantee, process guarantee, and implementation guarantee...