摘要
学校品牌延伸是现代教育集团化办学的实质,是扩大优质教育资源供给、达成高位教育公平与优质教育均衡化的重要途径。而学校品牌延伸要素有哪些?各个要素的重要程度如何?要素之间的相互影响关系是什么?在教育理论和实践研究上都还是未解的难题。为精准量化基本的、主要的要素来阐释学校品牌延伸的实施过程,在对相关文献分析的基础上构建学校品牌延伸要素理论框架,进行案例研究,对实地采访的一手资料、调研获取的二手资料进行数据编码和分析等处理,多角度印证、完善要素,借助专家评价和层次分析计算出各要素权重。研究发现:学校品牌延伸要素包括母品牌学校特征、母品牌学校管理能力、学校品牌延伸相关性、延伸子品牌学校所处目标市场环境和延伸子品牌学校等5个维度要素及29个子要素;各要素的重要性不同,其核心要素是母品牌学校特征要素;各要素不是孤立的,存在相互影响关系。
School brand extension is the essence of the current group-based education,and is an important way to expand the supply of high-quality educational resources,to achieve high-level education equity and to balance the quality of education.What are the key elements for the extension of school brand?How important are the various elements?What is the mutual influence between elements?These are unsolved problems in educational theory and practical research.In order to accurately quantify the basic and main elements to explain the implementation process of school brand extension,this study builds a theoretical framework of school brand extension elements based on the analysis of relevant literature,conduct case studies,first-hand information on field interviews,second-hand information obtained through research,data encoding and analysis and other processes.It confirms and improves elements from multiple angles,and calculate the weight of each element with the help of expert evaluation and analytic hierarchy process.The study finds that:(1)School brand extension factors include 5 dimension elements and 29 sub-elements,such as parent brand school characteristics,parent brand school management capabilities,school brand extension relevance,extended sub-brand school’s target market environment,and extended sub-brand school;(2)The importance of each element is different,and its core element is the characteristic element of the parent brand school;(3)Each element is not isolated,and there is a mutual influential relationship among these elements.
作者
贾昂
王红
梁志坤
赵树新
JIA Ang;WANG Hong;LIANG Zhi-kun;ZHAO Shu-xin(University of Science & Technology Beijing, Beijing 100083, China;South China Normal University, Guangzhou 510631, China;National Institute of Education Sciences, Beijing 100088, China)
出处
《教育学报》
CSSCI
北大核心
2021年第1期194-208,共15页
Journal of Educational Studies
基金
国家社会科学基金教育学一般项目“全球化背景下国际政治生态演化对跨境教育政策影响研究”(项目编号:BFA190065)研究成果
世界银行贷款项目“中国教师教育改革引智咨询研究任务”(项目编号:TCC6)研究成果。
关键词
学校品牌
品牌延伸
延伸要素
母品牌
子品牌
案例研究
school brand
brand extension
extension elements
parent brand
sub-brand
case study
