بررسی عوامل مؤثر در تدوین استراتژی‌‌های برندسازی دانشگاه‌‌های مبتنی بر آموزش الکترونیکی

نویسندگان

1 استاد، گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه تهران

2 کارشناس ارشد مدیریت کسب‌وکار، دانشکده علوم انسانی، دانشگاه مهر البرز

3 کارشناس ارشد مدیریت فناوری اطلاعات، دانشکده فناوری اطلاعات، دانشگاه مهر البرز

4 دانشیار، گروه مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه قم

چکیده

این تحقیق به بررسی عوامل مؤثر در تدوین استراتژی‌های برندسازی در دانشگاه‌های مبتنی بر آموزش الکترونیکی ‌می‌پردازد. هدف اصلی این تحقیق شناسایی عوامل مؤثر در تدوین استراتژی‌های  برندسازی یکی از دانشگاه‌های مجازی استان تهران است. در این مقاله تلاش شده است عوامل مؤثر بر تدوین استراتژی (مرحلة اول از فرآیند مدیریت استراتژیک) برای دانشگاه‌های مبتنی بر آموزش الکترونیکی، بر اساس پیشینة تحقیق و نیز تجارب چندین ساله فعالیت این نوع دانشگاه‌ها در‌‌‌ ایران، جمع‌آوری شوند و با دیدگاه‌سنجی از استادان یکی از دانشگاه‌های مجازی استان تهران مورد بررسی و تجزیه‌وتحلیل قرار گیرند، شاخص‌ها و عواملی که در تدوین استراتژی برندسازی موفق در یک دانشگاه الکترونیکی مؤثر است بررسی و شناسایی شود، همچنین عواملی که باعث نگهداری و ارتقای برند دانشگاهی هستند معرفی کرد تا با استفاده از آن‌ها بتوان با ارائة راهکارهای علمی و عملی، یک برند موفق دانشگاهی را به وجود آورد. این پژوهش از نظر هدف کاربردی و از نوع توصیفی-پیمایشی است، از منظر گردآوری داده‌ها، میدانی و ابزار آن پرسشنامه است. نتایج تحقیق حاکی از این است که عوامل بنگاهی/دانشگاهی، عوامل محیطی خارجی، عوامل محیطی داخلی و عوامل ادراک دانشجو، تأثیر مثبت و معناداری بر تدوین استراتژی‌های برندسازی دانشگاه‌های آموزش الکترونیکی دارند. 

کلیدواژه‌ها


عنوان مقاله [English]

Investigating Effective Factors of Branding Strategies in E-Learning based Universities

نویسندگان [English]

  • Abbas Monavvarian 1
  • Javad Safavieh 2
  • Narges Aghakhni 3
  • Jalal Rezaee nour 4
1 Professor, Faculty of Management, University of Tehran
2 MS in Management (MBA), Mehralborz University
3 MS in Information Technology Management, Mehralborz University
4 Associte Professor, Faculty of Technology and Engineering, University of Qom
چکیده [English]

This study examines the factors contributing to the development of branding strategies in e-learning based universities. The purpose of this paper is to identify factors contributing to the development of branding strategies in a virtual university in Tehran. In this paper, the factors wich affecting strategy (the first stage of the strategic management process) for e-learning based universities, based on the literature and the experience of many years of activity, in this type of Iranian universities, are collected and using professors’ perspectives we can provide scientific and practical strategies that help university to create a successful brand. The survey research strategy conducted for this study. This study is an applied descriptive survey research, Data collection is based on field Studies and questionnaire is used for collecting data. The results indicated that institutional /academic factors, external environmental factors, internal environmental factors and student perceptions factors, had positive and significant effects on development of branding strategies for e-learning based universities.

کلیدواژه‌ها [English]

  • Brand strategy
  • branding
  • E-learning based universities
  • brand strategic management

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