Contemporary education in China does have some problems that are difficult to solve in a short time. Although the education circle has always emphasized the all-round development of morality, intelligence and physique, the reality of exam-oriented education leaves moral education in a blank and there is no room for aesthetic education. Fan Paopao's appearance is not accidental. He is the inevitable product of moral education, especially aesthetic education crisis. For a long time, aesthetic education has been neglected in China's education sector. The higher the educational background, the less you know about aesthetics and etiquette. The concept of education is seriously lacking.
The "dual system" structure of China society will not fundamentally change in the short term, and it is difficult to fundamentally change the pattern of education. Under this realistic condition, higher education and quality education in primary and secondary schools will be "scarce resources" for a long time. How to allocate this scarce resource is an important problem to be solved in the "system design" of any education system; This is a basic background of China's educational "system design".
It can be said that the serious lack of awareness of introducing CI image in China's education field has been manifested in all educational links! It is also an indisputable fact that the image of education is seriously distorted. The tendency of education commercialization is too heavy, which also makes the education problems in China worse.
First, the industrialization of education in China is not desirable.
Many economists in China have formulated a prescription of "educational industrialization" to treat China's education, and the theoretical basis is mainly the so-called "public goods" theory. However, from an economic point of view, judging whether a social product, whether tangible or intangible, is a public product or not, should become a public product depends not only on whether the product is produced by the government, but also on whether the product itself must be produced by the government. Generally speaking, those items that are produced by the government or that are best or must be produced by the government can be called public goods because the transaction cost is too high. For example, national defense is a public product that must be organized and produced by the government, because in any society, it is impossible for citizens to directly organize troops, produce weapons, defend frontiers, protect people and decide wars through transactions.
Second, educational institutions should pay attention to the construction of the core concept of multiple intelligences
Our current education is more prominent in utilitarian education. From "growing up to be an official" and "making a lot of money" when I was a child to finding a good job in a university, I fought my way out in the tide of going abroad, all of which were driven by interests. In this context, the basic rights of being a man are replaced by the technical rights of making a living. Replace humanistic moral education with class political education. The whole education system pays more attention to the cultivation of English and professional education, sacrificing adults with success and misleading enlightenment with learning.
A person who only pays attention to immediate interests will not become a climate and will not be killed immediately, but a person who pays attention to practical interests is an extremely dangerous nation and may be knocked down and beaten immediately. At present, there is a great lack of humanistic and moral education in universities. Most of our traditional masterpieces are idle in the library. After all, watching too much of these education may only make you understand, but you can't get a diploma in Band 4, go abroad or find a good job. Personally, I am not opposed to learning English, going abroad or learning practical subjects well. I just hope that there will be more humanistic and moral knowledge structures in our education system.
Third, create a good educational environment-teachers are free to teach and students are free to learn.
This is the principle of the relationship between teachers' teaching and students' learning. Teachers are only academic experts, not management experts. Teachers themselves have no administrative power to manage schools. Managing a school is a community matter, and the direction of running a school is decided by the school board of this community. However, teachers must have teaching autonomy (deciding teaching materials, teaching contents, teaching methods, examination methods, grading methods, etc.). Accordingly, students should have the right to learn independently (choose schools, majors, courses, teachers, etc.). The conflict between teachers' teaching autonomy and students' learning autonomy is regulated by the two-way choice of teachers and students.
School education is an important way of intergenerational transmission of human culture. Through teachers' teaching and students' learning, many universal and normative contents in human culture have been passed from the previous generation to the next generation. In this process, teachers should not only independently study a certain aspect of human culture, but also cultivate students' ability to critically inherit and create human culture. To do this, we must ensure that teachers have great autonomy in teaching and how to teach, and students have great autonomy in learning and how to learn. The conflict between teachers' autonomous teaching and students' autonomous learning is regulated by the multiple selection processes of teachers choosing schools, teachers choosing students, students choosing schools and students choosing teachers.
Fourthly, education should integrate the spirit of fraternity and establish humanistic values.
China people lack the spirit of fraternity. What is fraternity? Is to treat all members of society equally, regardless of rank or distance, and get along well with each other. Having said that, we all know that China people don't lack love, but just like to classify people and adopt different attitudes towards them. Fei Xiaotong, a famous sociologist, once described China society as ripples caused by a stone thrown into the water. Family is the center, then neighbors, then fellow villagers, and so on. If you have two families, you should love your family first. People with different neighborhoods love their neighbors first. People from different towns and villages love their fellow villagers first. If there are people who are not classmates, first of all, love classmates. People of different parties love their peers first. Therefore, a group of China people always have no equal relationship with each other. They always distinguish between high and low, near and far, and then form different gangs. Fighting between gangs. There are also family and family divisions within gangs, so there are also struggles within gangs. This is the ideological root of China people's love of infighting.
5. Shaping the core connotation of "harmony" culture and creating a new brand of vocational education.
—— Case: The actual effect of introducing CIS image strategy into Shanghai Business School.
Adjacent to Nanjing Road, the first commercial street in Shanghai, there is a national key secondary vocational school-Shanghai Business Tourism School, which focuses on business and tourism and integrates aviation services, information technology, exhibitions, art and other professional education. The school's predecessors-Shanghai Commercial Vocational and Technical School and Shanghai Tourism Service Vocational and Technical School are the first batch of national key vocational schools, enjoying a high reputation in the country.
In 2007, the consultant of Ogut College successfully introduced CIS image strategy project into Shanghai Commercial Tourism Vocational School. The central intention of this strategy is to create a cultural atmosphere based on cultivating, shaping and improving the harmony and happiness of teachers and students, and then create a good educational environment for teachers and students, so that every student can fully enjoy high-quality educational services, realize the all-round development of students, and help students build a psychological world of fraternity. Orientation: the school-running concept of "harmony among people and happiness among people". Reflect the core connotation of the school's "harmonious and happy" culture, and make the school truly become a "happy garden for students and a loving garden for teachers".
Ogut's creative experts adopted the abstract tree shape of heart-shaped and human-shaped combination image in the main design of the school emblem, which reflected the industry attribute of "ten years of trees, a hundred years of people" in school education. The branches and leaves of the tree are surrounded by abstract humanoid dynamics, which embodies the school culture of "harmony and happiness among people". The various postures of human body not only show colorful campus life, but also show that vocational schools emphasize "teaching students in accordance with their aptitude", and the ultimate goal of education is "everyone knows and everyone has skills". The opening above the sign indicates that the school adheres to the principle of service, employment-oriented, advocates open running and actively participates in the construction of a harmonious society. The water pattern below the sign symbolizes the geographical location of the school-on both sides of the Pujiang River in Shanghai, Dapeng modeling symbolizes the strength and prospects of the school-fruitful and enterprising. The school has four campuses and a Shanghai Modern Business Open Training Center, which are located in the bustling Nanjing Road, Bund, Yuyuan Tourism Mall and Lujiazui Financial and Trade Zone. The unique geographical location combines the modern commercial atmosphere of the central business district with the rich cultural heritage of Shanghai's old and new tourist landmarks, cultivates the modesty, self-confidence and calmness of business students, and follows the school motto of "dedication, respect for morality, harmony, enterprising, civilization and etiquette".
After the introduction of CI image strategy, the overall mental outlook can be completely renewed. In the initial branch, they went their own way; Uneven educational resources; Information dissemination is chaotic; The idea of running a school is not clear; Behavior recognition is not standardized; Uneven visual transmission and other issues for system integration. At present, under the impetus of the education policy, vision and mission, the combination of production and education, and the strategy of school-enterprise cooperation. At present, it has established long-term close cooperation with more than 200 well-known enterprises such as Fortune 500 enterprises, internationally renowned enterprises and listed companies, and built more than 100 off-campus training bases, striving to achieve zero docking between schools and enterprises and help students take the first step in their careers.
Since then, the school not only pays attention to the cultivation of students' professional skills, but also attaches importance to the cultivation of moral sentiments, codes of conduct and fraternity. Cooperate with the school to build a team of aesthetic education teachers who love their jobs and students, and escort the healthy growth of students' body and mind.
Dean of Ogut Research Institute signed a long-term strategic partnership agreement with Dean Li of Shanghai Business School. After that, Ogut experts continued to help the school optimize artistic aesthetics, etiquette education and skill training, so that the students constantly trained by the school gradually became modern professionals with elegant temperament, good civic awareness and love. This is the internal source of the long-term sustainable development of middle schools in China.
In the field of education, Ogut international organization advocates "building the spirit of national fraternity, optimizing the humanistic environment of China people's lifelong education, and perfecting the construction of humanistic value ideology". This is also the core values and operational characteristics that this intellectual institution has been pursuing for educational institutions in China.
Sixth, improve soul education and let innovative ideas blossom and bear fruit.
The core foundation of CI strategy lies in MI concept, which is the soul of running a school. The perfection of soul and soul will enlighten the infinite creativity of educating people and scholars. The goal of education is nothing more than cultivating natural persons. Any attempt to impose knowledge and moral requirements on students will destroy the foundation of cultivating people's personality. Our teacher thinks it's for the children's future, to arrange everything for them. In fact, it is this external forced interference that destroys the beautiful flower of mankind-innovation.
The management mode of primary schools and universities in China is the same. Once upon a time, there were a large number of famous schools in China, including Peking University, Tsinghua, Fudan University, Shanghai Jiaotong University, Nankai, Yangzhou Middle School, Mingde No.1 Middle School and Dongshan Middle School. Why are there few schools with outstanding personality characteristics among all kinds of schools now? Since the reform and opening up, why has the United States trained more than 40 Nobel Prize winners and nearly 200 knowledge-based billionaires across the ocean, while the number of Nobel Prize winners in China is still zero? According to Xinhuanet, 82% of the invention patents approved in China are from abroad, with high technology content; Patent applications from China only account for 18%, with low technical content. As an educational institution that trains scientific research talents, doesn't it have a little responsibility? All this can only explain one fact, that is, our education has lost the soul of innovation, and the chief culprit leading to this tragic fate is the "score theory". If the reform of quality education is only a mere formality, touching its skin without treating its heart and remolding itself, I am afraid it will only end in failure. The reform of Band 4 and Band 6 is an example. On the surface, the concept of passing the exam has been abolished, but most schools have artificially drawn a score line, so the pressure on students has not decreased, but increased. For CET-4 and CET-6, they spent almost all their time and gained the ability to do multiple-choice questions. Communicating and writing in English seems to be a luxury. Can we still tolerate such an absurd exam? Our society can't tolerate a person without a soul, how can we tolerate an education without a soul!
First-class universities in China often cultivate inferior talents. This is a common phenomenon. Unwilling to create and pay. I just want to ask for it. After asking for knowledge from predecessors, I began to ask for diplomas; Began to demand high treatment; Began to demand status. That is, there is no concept of firmly creating value; I just didn't consider paying more for each other, the team and the society.
Now, Fan Meizhong, a talented student from Peking University, is born with ideas, but lacks the spirit of fraternity and professional ethics. Is this an accident? And his Peking University alumnus, Ms. Johnny Ma. The so-called talented woman at the other end of life. From this, we can feel that our children and grandchildren need love education, the backbone of our society needs love education, and our predecessors need lifelong education. Otherwise, a hundred years ago, a hundred years later, we Chinese descendants will continue to boycott Japanese goods wave after wave, as always! ! !
We should have our own strategies, methods, paths and tools to solve problems, and correctly understand the importance of introducing CI cultural strategies in the field of education. Only in this way can our innovative ideas take root and blossom.
We can look at the above case, how an ordinary secondary vocational school casts its soul and core values.
Therefore, it is not difficult for us to find a way out for education in China, and we can move towards the road of sustainable development in terms of health and environmental protection.
Let's do some healthy and beneficial work for education in China.
Mr. Cang Shi, the chief planner of Ogut brand marketing agency, provided the article. Welcome friends inside and outside the industry to discuss and exchange.
Aogute Brand Marketing (Shanghai) Consulting Organization: www.artbrand.com.cn
Ogut Brand Marketing Forum: www.artbrand.com.cn/bbs
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