开放教育招生宣传与学校品牌形象塑造的思考  

Considerations on Enrolment Promotion of Open Education and Establishing University Brand Image

作　　者：周雯[1] 

机构地区：[1]天津广播电视大学,天津300191

出　　处：《天津电大学报》2011年第3期71-74,共4页Journal of Tianjin Radio and Television University

摘　　要：开放教育招生宣传是有计划地通过各种宣传媒介向招生目标群传递有关学校开设的专业、招生数量、规格要求、办学特色等信息,让社会大众广泛参与开放教育学习的一种宣传活动。目前,招生宣传存在注重规模忽视品牌形象创建的问题,缺乏长远意识。开放教育招生宣传与学校品牌形象塑造是相辅相成的互补关系,招生宣传的科学策划,既要有利于学校品牌形象的塑造,又要促进学校的质量内涵建设,只有双轨并进,才能实现双赢。Enrolment promotion of open education is a kind of promotion for the social public to take part in open learning by releasing the information through various media in a planned way on the offered curriculum,the number of enrolment, specification requirements and characteristics of running the school.However,the promotion of enrolment focuses more on scale rather than the brand image,leading to the lack of long-term development.The enrolment promotion is supposed to be in the complementary relationship with the brand image.The enrolment image needs to be scientifically designed,which can help establish the university brand image,and improve the quality of the university.Only the enrolment promotion and the establishment of brand image go forward hand in hand can win-win effect be achieved.

关 键 词：开放教育 招生宣传 品牌塑造 互补双赢 

分 类 号：G728[文化科学—成人教育学]