大学品牌经营战略源动力与策略研究  

On Driving Force and Strategy of Brand Management Strategy in Universities

作　　者：郑哲文[1] 周铁军[1] 

机构地区：[1]中南林业科技大学,湖南长沙410004

出　　处：《中南林业科技大学学报（社会科学版）》2012年第1期59-62,共4页Journal of Central South University of Forestry & Technology（Social Sciences）

摘　　要：我国的高等教育规模与教育实力发展得益于我国经济实力的增强和社会对人才的大量需求,也必然面临新的挑战;实施高校品牌战略,强化品牌经营战略,提升高校实力,是一件刻不容缓的工作,是我国教育部门和政府一项长远战略;对品牌经营建设源动力调查数据分析表明汇聚全体师生员工意愿、审时度势、树立品牌意识一、制定品牌经营战略是十分必要的和符合时势的,并提出了对大学品牌经营策略和应注重的问题。China’s higher education benefits much from the enhancement of economic strength and the vast demand for talent in its scale and educational strength development,which is bound to be faced with new challenges.The implementation of the university brand strategy,strengthening the brand management strategy and enhancing the strength of universities is both an imperative that work and a long-term strategy of China’s education departments and the government.The survey data analysis for the driving force for brand management building shows that it is necessary to integrate the will of all the staff and students,assess the situation and establish brand awareness,and form the brand management strategy in line with the times.The paper proposes that the university should focus on brand management strategy and issues to emphasize.

关 键 词：大学品牌 源动力 调查分析 

分 类 号：G40[文化科学—教育学原理]