高校品牌研究_回顾与展望

©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[]2008-03-20[](:06AIF0180018)[](1976-),,,,,;(1971-),,,,,20087()Jul1,2008274JournalofChongqingUniversityofArtsandSciences(SocialSciencesEdition)Vol127No14:,(,402160)[],:,[];;;[]G647[]A[]1673-8004(2008)04-0018-05(),,,,2090,,,,,,,,,,,,,,,:,,2006,[1],,,2004400,600[2],,,:81©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[3],,(,),,,,,[4](),,:;;[5][6];()(),(),,,,,:;;,,[7],,,:,,,,,,[8],:,[9];,()[10];,,[11];,[12];WTO,[13];,[14];,,[15];,[16],[17],,,,,,():,()[18]91©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[19],[20],,[21],985[22],[23],,()[24](),:,,,,[25],[26],[27],,,[28],,[29],,,,[30]211,,,[31],,,,,,[32],[33],,UIS()()[34],[35],,,[36],[37](),,Rosen,,,Lawlor,,,[38]Sevier[39]Pulley02©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(),:CI,[40],[41],,,,[42],,,;;,Egerton,,,,,,,(;),(),,:,,,,,,,,,;,;,,,,,,,(),,,,,:1.:,;2.12©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[][1].[J].,1994,(1).[2],.[J].,2005,(2).[3].[J].,2003,(2).[4].[J].,2001,(9).[5]IanG.Evans.[M].,.:,2005.[6].[M].:,2004.[7],,.[M].:,2004.[8].[M].:,2004.[9],.[J].,2000,(7).[10],.[J].,2004,(2).[11],.,[J].,2002,(3).[12].:[J].,2005,(5).[13].[J].,2003,(1).[14].[J].,2005,(2).[15],.[J].,2002,(7).[16].[J].,2002,(16).[17].[J].,2001,(3).[18].[J].(),1998,(4).[19].[J].,1997,(2).[20].[J].(),2002,(4).[21],,.211[J].(),1995,(1).[22].[J].,2001,(1).[23].,,[J].,1995,(2).[24].WTO[J].,2003,(1).[25],,.[J].,2001,(3).[26].[J].(),2002,(8).[27],.[J].(),2001,(1).[28].[J].(),2004,(11).[29].[J].(),2002,(1).[30].[J].,2000,(8).[31].[J].,1998,(5).[32].[J].,2002,(12).[33],,.:[J].(),2002,(11).[34].,[J].,2002,(11).[35].:2010[J].,2003,(1).[36].:[J].(),2000,(1).(26)22©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[6],,,SWOT,,;,,,(1)[][1]B.[M].:,2002:127-132.[2].[R].:,2007-08-01.[3].[J].,2006,(6).[4].[J].,2006,(3).[5],.[J].,2003,(6).[6].PCO[J].,2007,(2).AResearchonConferenceandExhibitionBrandPositionofChongqingintheEraofExperienceEconomyWANGDong-qiang,TIANShu-qin(DepartmentofEconomy&Management,ChongqingUniversityofArtsandSciences,Chongqing402168,China;InstituteofBrandSciences,ChongqingUniversityofArtsandSciences,Chongqing402160,China)Abstract:Theexperienceeconomyhasenteredintoourlives.Accordingtothescholarsstudiesaboutcon2ferenceandexhibitionbrandpositionofChongqing,theauthorputsforwardconferenceandexhibitionbrandpositionstrategy,combingtheenvironmentoflocation,culture,touringandindustrialstructureinChongqing.Therearenaturalrelationsbetweenexperienceeconomyandconferenceandexhibitionbrand.Asconferenceandexhibitionbrandmanager,wecanchooseconferenceandexhibitionbrandpositiontacticsofChongqingfromtheperspectiveofbuildingfourkindsofexperience.KeyWords:experienceeconomy;conferenceandexhibition;brandposition(22)[37],.,[J].,2004,(4).[38]Lawlor,John.BrandIdentity[J].Currents.vol24,(9):16-23,1998.[39]Sevier,RobertA..BrandasRelevance[J].JournalofMarketingforHigherEducation.vol10,2001,(3).[40].[J].,2003,(1).[41].[J].(),2002,(1).[42],,.,[J].,2004,(2).StudyonUniversitiesSchoolBrand:ReviewandPerspectivesZHANGRui,ZHANGYi(InstituteofBrandSciences,ChongqingUniversityofArtsandSciences,Chongqing402160,China)Abstract:Thispaperattemptstoprovidearoughpictureofuniversitiesbrandresearchineasternandwesternacademiccircle.Toachievethis,itfocusesonreviewingandsummarizingthefindingsrelatedtomeaningandbasiccharacterofadvancedschoolbrand,importanceofuniversitiesbrandinganddevelopment,andbas2icwayandmethodofadvancedschoolbrandinganddevelopment.Finally,itpresentsthefutureresearchdi2rections.KeyWords:brand;advancedschoolbrand;brandinganddevelopment;wayandmethod62