论地方院校品牌专业和特色专业的软实力  

On the Soft Power of Brand Specialty and Characteristic Specialty in Local College and University

作　　者：丁谦[1] 孙金洲[1] 孙建[1] 敬震海[1] 

机构地区：[1]重庆工商大学经济贸易学院,重庆400067

出　　处：《技术经济与管理研究》2010年第1期85-88,共4页Journal of Technical Economics & Management

基　　金：教育部青年专项课题<地方高校特色专业的核心竞争力研究>(课题批准号:EIA080285;主持人:丁谦)的阶段性成果之一

摘　　要：品牌专业和特色专业的一般评估标准着重于硬实力,而地方院校专业建设存在的问题说明,硬实力正是地方院校的现实困难。因此,地方院校在品牌专业和特色专业建设过程中应注重软实力的提升——根据专业软实力所表现出的非赢利性、文化根植性和象征消费性,通过品牌战略创新,创造品牌专业和特色专业的品牌价值,提高专业的品牌号召力,从而进一步强化地方院校的专业特色。The general appraisal standard of brand specialty and characteristic specialty emphasizes hard power, but the question of specialty construction in local college and university showed that the hard power is just the practical difficulty in local college and university. Therefore, the local college and university should pay attention to the soft power in specialty construction-According to the characteristics of non-earning capacity and rooted culture and symbolic consumption in specialty soft power, to create brand value of brand specialty and characteristic specialty and improve the brand appeal of specialty based on the innovation of brand strategy. Thus further to strengthen the specialized characteristic of specialties in the local college and university.

关 键 词：地方院校 专业建设 软实力 品牌价值 

分 类 号：G640[文化科学—高等教育学]