高职院校品牌形象塑造与学生再选择意愿  

Vocational College Brand Image Building and Students' Reselection Intention:The Mediating Effect of Perceived Value

作　　者：杨贤传 刘琼[2] 孙海燕[2] YANG Xian-chuan;LIU Qiong;SUN Hai-yan(China University of Mining ＆Technology,Xuzhou Jiangsu 221116;Tongling polytechnic,Tongling Anhui 244061)

机构地区：[1]中国矿业大学管理学院,江苏徐州221008 [2]铜陵职业技术学院管理系,安徽铜陵244061

出　　处：《广东技术师范学院学报》2018年第4期29-35,共7页Journal of Guangdong Polytechnic Normal University

基　　金：安徽省职业与成人教育学会2015年度教育科研规划课题"高职院校品牌形象塑造与考生选择偏好:影响机理及实证检验"(项目编号:CCB15001)阶段性成果;2017年度安徽省高校优秀青年人才支持计划一般项目(项目编号:gxyq2017248)阶段性成果

摘　　要：生源危机背景下,加快高职院校品牌形象建设已是大势所趋。基于贝尔品牌形象模型,以高职院校在校生为研究对象,实证分析了高职院校品牌形象塑造与学生再选择意愿的关系。结果显示:品牌形象正向影响学生再选择意愿,品牌形象通过感知价值的部分中介作用正向影响了学生再选择意愿。研究结论表明:导入品牌形象战略是加快高职院校改革和内涵建设的有效措施,高职院校需要强化品牌意识,注重品牌形象的宣传工作;社会也要尽快塑造崇尚职业教育的价值观,助力高职品牌形象建设。Under the background of student enrollment crisis, improving brand image building of vocational colleges become a general urgent trend for vocational colleges. Based on the Biel brand image model, the relationship between the brand image model and students＇ reselection intention was analyzed with vocational college students. The results show that the brand image positively affects students＇ choice, and perceived value partly mediates the relationship between colleges＇ brand image and students＇ choice intention. The study indicates that introducing brand image is an effective measure to accelerate the reform and internal construction of vocational colleges. The vocational colleges need to strengthen their brand awareness and pay attention to the media campaign of the brand image. The values of advocating vocational education should be developed as soon as possible to promote the construction of vocational brand image.

关 键 词：高职 品牌形象 感知价值 再选择意愿 安徽省 

分 类 号：G471.7[文化科学—教育学]