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《Journal of Chongqing University of Arts and Sciences(Social Sciences Edition)》 2009-01
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On the Driving Mechanism and Methods of University Brand Molding

ZHANG Rui,ZHANG Yi(Institute of Brand Sciences,Chongqing University of Arts and Sciences,Chongqing 402160,China)  
University brand is one frontier issue of contemporary university operation study.Based on a brief review and comment on the status of university brand research,this paper puts forward research assumptions and an operational definiton of experiment,carries out a preliminary study focused on the driving mechanism of inner brand and stakeholder cognition of university brand,draws the model of molding process and molding methods of university brand and finally briefly describes and discusses the molding methods of universtiy brand from five perspectives,namely,university brand positioning and university spirit,positioning and cultivation projects of university inner brand,stakeholder experience and satisfactory projects,integrated marketing and communication of university brand and organization and management of university brand molding.
【Fund】: 全国教育科学“十一五”规划项目“高校与利益相关者互动发展的组织创新与行为调适研究”(项目号:BIA060047);; 中国高等教育学会“十一五”教育科学研究规划课题“大学品牌的形成机理及发展对策:以教学研究型大学为例”(项目号:06AIF0180018)的研究成果
【CateGory Index】: G640
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