Research On The Current Situation And Strategy Of Community Education Brand Cultivation

Community education is an important way to improve the comprehensive quality of the whole people and build a study-oriented society.Since the development of community education in China,community schools and residents' learning points have expanded rapidly,and the content of education has been increasing.Whether horizontally or vertically,the volume of community education has been continuously increasing,and residents' learning needs have been met.After the expansion of community education,some obvious problems appear,such as the homogenization of education content and low quality.In order to enhance the development of community education,community education brand cultivation must be put on the agenda.Community education brand is the connotation development stage of community education,which plays a positive role in resolving the problems of high similarity and low quality of community education content.This paper uses the literature method to collect relevant information on community education brands,and analyzes the current situation of brand cultivation in the national lifelong education activity week from the perspectives of group,content and form,so as to peek into the overall situation of community education brand cultivation in a small way.The study found that the community education brand is more oriented to the elderly and professional groups,mainly cultural construction,vocational education and other content,and the most used forms of activities are still reading festivals and cultural festivals.In order to comprehensively explore the current situation of the development of community education brands,this study selects representative community education brands,such as "ancient papermaking","ecological culture school","one point school","building classroom","TOP music school",etc.,using the observation method and interview method to obtain first-hand information,using parsons AGIL theoretical analysis framework,adapting from A-adopt needs;G-goal attainment goal;I-integration resource integration;L-The latency pattern maintenance model is maintained,and the dynamic change process of brand cultivation is analyzed in four aspects;using public service theory and lifelong education theory to analyze the lifelong education services provided by the community education brand described in the case for the students,the study found that these cases have the following significant characteristics,one is the continuous deepening of the connotation of the curriculum,the second is the rich innovation of the form of activities,the third is the aggregation and integration of educational resources,and the fourth is the high integration of community governance.The fifth is the promotion of communication and promotion,and the sixth is the development and growth of the brand itself.Through literature collection,field observation and interviews,it is concluded that the cultivation dilemma of community education brands in terms of target positioning,quality improvement,resource integration,and model operation is drawn.Finally,from the perspective of the AGIL model,the strategy of community education brand cultivation is proposed.First,adapt to external needs,including leading the needs of students,comprehensively providing teaching services,excavating regional highlights,and expanding brand characteristics.Second,to achieve the goal of improving quality,it is necessary to take the modernization of education as the basic goal and improve the quality of the community education brand;refine the goal and overall planning;put people first,and adhere to the principle of branding.Third,integrate resource elements,promote resource integration,and build a community education brand cultivation alliance;attract multiple subjects,and expand the team of community education brand talents.Fourth,to promote model innovation,we must highlight Chinese characteristics;formulate management mechanisms;strengthen external representation;and comprehensively use multimedia.