独立学院品牌形成的影响因素及其实证分析  

An Empirical Analysis on Influencing Factors of Brand Molding of Independent Colleges in Universities

作　　者：樊倚天[1] 

机构地区：[1]湖南商学院教务处,湖南长沙410205

出　　处：《湖南商学院学报》2012年第4期125-128,共4页Journal of Hunan Business College

基　　金：湖南商学院北津学院院级教研教改立项课题"高校独立学院品牌形成的影响因素及塑造方法研究"

摘　　要：文章在简要回顾和综述独立学院品牌研究现状的基础上,构建了独立学院品牌形成的影响因素模型和研究假设,运用实证研究的方法探讨独立学院品牌形成的影响因素。实证结果显示,独立学院品牌的形成受两方面因素的影响,一方面,独立学院品牌受院长品牌、师资品牌、学生品牌、学科品牌、校园文化品牌等一系列内部品牌影响,是这些内部品牌支撑的结果;另一方面,独立学院品牌存在于其利益相关者的内心当中,利益相关者对独立学院的满意度和美誉度,直接影响他们对独立学院积极参与和支持的程度,这是塑造独立学院及其内部品牌形象的基础。假设得到验证。This paper briefly reviews and summarizes the brand research status of the independent college in university,constructs the influencing factor model and research hypothesis of brand molding of the independent college,and explores the influencing factors of brand molding of the independent college by using the empirical research method.The empirical result shows that two aspects of factors will affect the brand molding of independent college.On the one hand,the brand of the independent college is affected by a serial of interior brands,such as dean brand,teacher brand,student brand,discipline brand and so on.These interior brands support the college brand.On the other hand,the brand of the independent college is affected by the cognition of the interest-related parties.Their satisfaction degree and favorite degree are the important foundation which acquires their participations and supports.The hypothesis is validated eventually.

关 键 词：独立学院 品牌塑造 影响因素 

分 类 号：G648.7[文化科学—高等教育学]