大学品牌:一个系统的文献审查
Xiao Yaping1, Nguyen Thi Thu Huong2, Nguyen Hoang Nam3
1School of Economics, Central South University of Forestry and Technology, Changsha, Hunan, China.
Heliyon
|June 22, 2023
概括
本研究回顾了大学品牌管理,确定了从企业营销中获得的关键策略和经验教训,以加强学术机构.
科学领域:
- 商业和管理的管理.
- 高等教育研究 高等教育研究
背景情况:
- 品牌管理至关重要,但在学术机构中经常被忽视,特别是在高等教育中.
- 发展强大的大学品牌对于机构发展和竞争优势至关重要.
研究的目的:
- 确定,评估和分析大学品牌管理策略.
- 探索高等教育中品牌管理的理论基础.
- 为管理人员,学者和从业人员提供见解.
主要方法:
- 2000年至2021年间发表的43篇学术文章的系统审查.
- 从ScienceDirect, Emerald Insight 和 SpringerLink 的文献分析.
- 专注于品牌管理理论,定位,身份和营销策略.
主要成果:
- 确定了大学品牌管理的关键理论和策略.
- 强调了高等教育机构品牌形象和定位的重要性.
- 从企业实践中提取了有价值的营销教训,适用于大学.
结论:
- 有效的大学品牌管理可以显著提高竞争优势.
- 采用企业营销策略为学术机构提供了宝贵的教训.
- 这一审查为大学品牌提供了新的视角和研究方向.
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