中外合作大学的品牌建设:为何,何为与何作为

发布时间：2018-09-19 15:58

【摘要】：伴随着中外合作大学的发展,品牌建设应该成为促进中外合作大学顺利办学的关键路径。品牌建设是中外合作大学应对教育市场激烈竞争的选择,是维系大学机构持续发展的需要,亦是增进社会公众对大学信任度的产物。从品牌理论视角分析,结合中外合作大学的主要特性,重点探讨了中外合作大学品牌建设的战略思路,认为中外合作大学的品牌目标确立应以教育消费者满意度提升为核心定位,品牌质量的打造应以培养国际型人才为重要内容,品牌形象的塑造应以理念、行为和视觉识别系统的完善为关键策略,品牌传播的开展应以大学国际知名度提升为主导方向。
[Abstract]:With the development of Sino-foreign cooperative universities, brand building should be the key way to promote the smooth running of Sino-foreign cooperative universities. Brand building is the choice for Sino-foreign cooperative universities to cope with the fierce competition in the education market, the need to maintain the sustainable development of University institutions, and the product of enhancing the trust of the public in universities. Angle analysis, combined with the main characteristics of Sino-foreign cooperative universities, focuses on the strategic thinking of brand building of Sino-foreign cooperative universities. It is pointed out that the establishment of brand objectives of Sino-foreign cooperative universities should focus on the promotion of consumer satisfaction in education, the building of brand quality should focus on the cultivation of international talents, and the shaping of brand image should focus on the cultivation of international talents. Idea, behavior and visual identity system are the key strategies, brand communication should take the promotion of university's international reputation as the leading direction.
【作者单位】：宁波诺丁汉大学中外合作大学研究中心;
【基金】：国家社会科学基金“十二五”规划2012年度教育学一般课题(BIA120075) 浙江省教育厅科研项目(Y201224603)
【分类号】：G649.2

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