品牌建设与创新产出的关系研究——基于信号理论的视角  

Research on the Relationship Between University Brand Building and Innovation Output——based on Signal Theory

作　　者：苏皑[1,2] 康鹏胜 陶向南 SU Ai;KANG Peng-sheng;TAO Xiang-nan(Guangzhou Vocational College of Technology Business,Guangzhou 510001,China;China Macao University of Science and Technology,Macao 999078,China)

机构地区：[1]广州科技贸易职业学院,广东广州5100001 [2]澳门科技大学商学院,中国澳门999078

出　　处：《数学的实践与认识》2021年第7期290-298,共9页Mathematics in Practice and Theory

基　　金：广东省教育科学“十三五”规划课题:广东高职院校建设战略对区域职业教育竞争力提升的影响研究(2019GXJK240)

摘　　要：高校的品牌建设是高校发展过程中必须面对的问题,本研究基于信号理论的核心构念建构了高校品牌营建的体系,并分析了高校品牌建设与创新产出的关系,研究结果显示高校可以从加强高校领导人的政治关联、营建高校与地方政府的良好关系、选择优质客户进行交易以及积极争取第三方评价机构的正向评价四个维度来构建高校品牌,优质的高校品牌资源将正向影响高校的产出绩效,而且高校品牌营建的四个维度之间存在着一定的逻辑关系,需要协同推进才能实现高的产出绩效.University brand building is a problem that must be faced in the process of university development.Based on the core construct of signal theory,this study constructs the strategy of university brand building.The research results show that universities can construct university brands from four dimensions:strengthening political connections between leaders,building good relations with local governments,selecting high-quality customers for transactions,and actively seeking positive evaluation from third-party evaluation institutions.High-quality university brand resources will positively affect the output performance of universities.There is a certain logical relationship among the four dimensions of university brand building,which needs to be coordinated to achieve good results.

关 键 词：高校品牌 信号理论 协同推进 创新产出 

分 类 号：G649.2[文化科学—高等教育学]