论大学的品牌战略  

On the brand strategies of university

作　　者：张凤辉[1] 

机构地区：[1]河北师范大学新闻传播学院,河北石家庄050091

出　　处：《河北师范大学学报（教育科学版）》2005年第2期103-108,共6页Journal of Hebei Normal University(Educational Science)

基　　金：河北省教育厅 2 0 0 2年重点课题<高等教育产业化研究>阶段性成果

摘　　要：面对高等教育规模的扩大、大学转型和市场化的深入 ,大学应制定正确的品牌战略。大学品牌的价值不仅使大学获得巨大的竞争优势 ,而且还有利于大学各种资源的整合及消费者对其识别与选择。在大学品牌的创建过程中 ,尤其要注意品牌核心价值的设定、品牌个性的塑造、精神思想的培育 ,树立具有高品质和深刻内涵的品牌形象。大学品牌应在不断创新中增值 ,以便更好地适应社会和人的发展需求 ,在对品牌的经营中应加强管理与保护。With the increase of the scale of undergraduate enrollment, transformation of nature of university, and further development of marketing process, each university should have its proper brand strategies. The value of the university brand may gain it immense priorities of competition, and facilitate an integration of the resources, so as to improve its fame to the consumers. However, it is advisable, in the course of brand strategic construction, to consider the definition of its kernel value, individuality, spirituality, stature as well as possibility of added value. The second-phase commitment is to protect its copyright and management.

关 键 词：大学 品牌战略 核心价值 核心竞争力 市场营销 

分 类 号：G640[文化科学—高等教育学]