经管类专业教育课程的课程思政建设研究——以“品牌管理”为例

课程思政是我国高校落实立德树人任务的基础性工作,是全面提高人才培养质量的重要任务,是每一位教师都必须具备的教育教学理念,是每一门课程都必须推进和落实的使命和责任。作为经管类专业教育中的核心课程,“品牌管理”开展课程思政建设具有积极的意义。“品牌管理”的课程思政建设可以围绕课程目标、教学内容、课堂教学、课程评价等内容展开。通过“品牌管理”的课程思政建设,可以全面推进经管类专业教育的课程思政改革,深化课程思政与思政课程的协同育人效应,为我国的经济建设和自主品牌的发展培养合格、优秀的人才。

“品牌管理”课程教学难点的处理技巧

高校某些课程的教学,往往会遇到或这或那的疑点和难点问题,需要我们认真做出处理。"品牌管理"课程教学过程中,如何处理绪言课的教学,如何讲清品牌形象、品牌资产等重要名词的概念,品牌与产品、品牌与名牌的主要区别,品牌个性中国化的内涵,区分品牌危机与企业危机、品牌危机与公共危机等疑难点问题,需要教师一一做出巧妙的处理。

Employer Branding Management As A Strategic and Organizational Control Tool

The issue of employer branding has always had an intrinsic interdisciplinary content, since it builds a bridge for cross-fertilization between different disciplines （strategic marketing, strategic management, and human resources management）. This paper presents employer branding as an approach based on effective strategic organizational resources and a precise employer branding management process. In this paper, the target is to define a possible frame in order to interpret employer branding techniques as control and regulation mechanisms. Control in organizations has long been a topic of interest for researchers and practitioners, alike who generally recognize that control mechanisms are needed to ensure that organizations may achieve their goals. It has been carried out a field work on the Italian Aeronautical Meta district, that generates annual revenues equal to EUR 8.7 billion and employees 36,300 people, of whom approximately 10% are employed in the space sector. Through this field work, the intention aim is to understand if and how employer branding may create, enforce, and set up internal and shared meaning and values. In particular, stemming from the empirical research＇s evidences, this paper tries to conceptualize employer branding as a factor to persuade and influence the way that organizational actors enact in a socially constructed context. In this effort, the aim is to understand how managers may affect meanings, values goals, and opinions through an effective action on employer branding that can play a crucial role in affecting sense-making processes, meanings, interpretations of the symbolic environment. The paper therefore opens up to new horizons, since it embraces a new application for employer branding, considering it as a modern control system and proposing an innovative approach in managerial control, founded on organizational identity as a key concept in an organizational citizenship＇s perspective

Destination Branding： Brand Management and Brand Engagement of Health and Wellness Tourism in Thailand and the ASEAN Region

The 10 ASEAN CAssociation of Southeast Asian Nations） countries in Southeast Asia have been united for ASEAN community in 2015. Thailand is one of the members who take health and wellness tourism responsibility about tourism and product information, and health and wellness tourism standardization. Therefore, the researcher has studied in health tourism image in Thailand and ASEAN, because the image is significant cost to promote health and wellness tourism. They are factors that influence image management and also image attributes about health and wellness tourism in Thailand and ASEAN countries. In this study, the author aimed at the examination of influenced factors and the attributes for Thailand＇s and ASEAN＇s images of health and wellness tourism management and finding out the relations among cognitive, affective, and brand engagement in Thailand and ASEAN. This research could be used as guideline information for creation of plans and governmental policies of health and wellness tourism of Thailand and ASEAN region as well. The data obtained in this study included overall image and destination brand engagement, or personal engagement through way of life and daily life of Southeast Asian people. Southeast Asia has its uniqueness according to its slogan ASEAN Southeast Asia： Feel the Warmth. This is considered as one of unique activities in health and wellness tourism. Tourists can have their direct experiences with unique tradition of each nation.

Study on Hotel Branding Strategies

With the fiercer competition of hotel business, much attention has been paid to hotel brand equity, and particular attention has been given to the concept of hotel brand and ways to improve hotel brand management. In this paper, the concept of hotel brand and problems in building hotel brand are discussed, and strategies for hotel branding are put forward.

The Status of Chinese Corporate Brand Management and Analysis of Promotion Measures

Through the introduction of Chinese brand management, this paper discussed the importance of brand management in enterprise development, and analyzed the status of corporate brand management, and proposed measures to strengthen corporate brand management.

Tianlun International Hotels’ New PR Director

Lately,Tianlun International Hotels announced the appointment of Claudia Jiang as PR Director.Jiang will take charge of branding promotion and public relations,as well as brand management of Tianlun International Hotels.Jiang graduated from the Beijing International Studies University and worked in HK CTS Hotels Co.Ltd.,responsible for brand standard establishment,public relations,new media applications,events,exhibitions,advertisements and promotions.