| With the gradual establishment of relevant social work systems,the social work agencies in our country have been rapidly developed.At the same time,the problems such as monotony of service and lack of practical experience in organizational management have gradually emerged.Therefore,it is very important for social work agencies,through brand building,to optimize their management,enhance their professionalism,obtain the approval of stakeholders,and promote their professional and brand development.This article uses the case study method,selects Guangzhou B agency as the research object,and combines the basic view of "cultural capital theory",analyzes the emergence and accumulation of the cultural capital in the process of the B agency brand building,summarizes and extracts the experience strategy of the B agency brand building.The author divides the process of B agency brand building into: the birth of the brand in the budding period,the rapid promotion of service program in the development period,the reorientation in the adjustment period and the brand development of the service program in the transformation period.On this basis,by exploring the emergence and accumulation of cultural capital formed by brand building of B agency,the article summarizes three functions of cultural capital which are to be formed by brand building : strengthening team cohesion and creating human capital for development;enhancing the efficiency of professional services and increasing social credibility;obtaining stakeholders recognition and broadening the resource channels of development.At the same time,combined with the analysis perspective of different forms of capital in the theory of "cultural capital",this article analyzes the cultural capital formed by the brand building of B agency in three different forms of cultural capital: embodied cultural capital,objective cultural capital andinstitutionalized cultural capital,and the corresponding analysis summed up the contents of three aspects of brand building: the important foundation for the accumulation of human capital,the shaping of the brand service program to highlight the professional service capability and the institutionalized brand recognition to enhance the credibility of development,so as to promote the accumulation of different forms of cultural capital formed by brand building in social work agencies.Finally,through the analysis of different forms of cultural capital formed by brand building of B agency,this article further explores the transformation and accumulation of cultural capital formed by B agency brand building.Combining with the above research results,this article summarizes and abstracts the five aspects of B agency brand building strategy: Strengthen the construction of professional service team and create a talent base for brand building;Promote the experience and product of specialty service projects output and form the brand service project recognized by the society;Refine professional service experience and achievements,gain institutional recognition of brand building;Strengthen external exchange and dissemination,and realize the effective transformation of cultural capital formed by brand building;And integrate the resources of multiple stakeholders to form a joint force for brand building. |
