社会化媒体下的学校品牌管理

Research of the School Brand Management under Social Media

本文通过对美国以及中国社会化媒体下的学校品牌管理的典型案例进行分析,探讨在社会化媒体下的学校品牌管理的方法。文章主要运用了定量分析、内容分析、文本分析的办法对几个典型学校的社会化媒体进行分析,国外主要分析了林肯中学、格罗顿中学、哈佛大学、斯坦福大学,国内着重分析了北京市朝阳区实验小学、广州市第九十七中学、复旦大学。最后针对社会化媒体下学校品牌管理存在的问题提出了相关建议。

This paper, through analyzing typical cases on the school brand management under American and Chinese social media, explores the ways to manage school brand under social media. The methods of quantitative analysis, content analysis and text analysis are applied to look into several schools at home and abroad like Lincoln High School, Groton School, Harvard University, Stanford University, Beijing Chaoyang District Experimental Primary School, Guangzhou No. 97 High school and Fudan University. Finally, in accordance with the existing problems of the school brand management under social media, some related suggestions are put forward.