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A Proposed Assessment Method for Image of Regional Educational Institutions

机译：区域教育机构形象的评估方法

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Market of educational services in the current Russian economic conditions is a complex of a huge variety of educational institutions. Market of educational services is already experiencing a significant influence of the demographic situation in Russia. This means that higher education institutions are forced to fight in a tough competition for high school students. Increased competition in the educational market forces universities to find new methods of non-price competition in attraction of potential students and throughout own educational and economic activities. Commercialization of education places universities in a single plane with commercial companies who study a positive perception of the image and reputation as a competitive advantage, which is quite acceptable for use in strategic and current activities of higher education institutions to ensure the competitiveness of educational services and educational institution in whole. Nevertheless, due to lack of evidence-based proposals in this area there is a need for scientific research in terms of justification of organizational and methodological aspects of image use as a factor in the competitiveness of the higher education institution. Theoretically and practically there are different methods and ways of evaluating the company's image. The article provides a comparative assessment of the existing valuation methods of corporate image and the author's method of estimating the image of higher education institutions based on the key influencing factors. The method has been tested on the Vyatka State Agricultural Academy (Russia). The results also indicate the strengths and weaknesses of the institution, highlights ways of improving and adjusts the efforts for image improvement.
机译：当前俄罗斯经济状况下的教育服务市场是各种各样的教育机构的复合体。教育服务市场已经受到俄罗斯人口状况的重大影响。这意味着，高等教育机构被迫为高中生竞争激烈。随着教育市场竞争的加剧，大学不得不寻找新的非价格竞争方法来吸引潜在的学生以及开展自己的教育和经济活动。教育的商业化使大学与商业公司处于同一平面，商业公司研究对形象和声誉的正面认知是一种竞争优势，这在接受高等教育机构的战略和当前活动以确保教育服务和服务的竞争力方面是可以接受的。整个教育机构。然而，由于在这一领域缺乏基于证据的提议，因此需要在图像使用的组织和方法方面的合理性方面进行科学研究，以作为高等教育机构竞争力的一个因素。从理论上和实践上，有不同的方法和方法来评估公司的形象。本文对现有的企业形象评估方法进行了比较评估，并根据主要影响因素对作者的评估方法进行了比较。该方法已在Vyatka国家农业学院（俄罗斯）上进行了测试。结果还表明了该机构的优势和劣势，突出了改进方法并调整了改善图像的工作。

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