新时代社区教育品牌培育的价值、挑战与路径  

Values,Challenges and Approaches of Cultivating Community Education Brand in the New Era

作　　者：贾红彬 张永 徐濛 JIA Hong-bin;ZHANG Yong;XU Meng(Department of Community Education,Shanghai Open University;Department of Education,East China Normal University)

机构地区：[1]上海开放大学社区教育部,上海200433 [2]华东师范大学教育学部职业教育与成人教育研究所,上海200062

出　　处：《教育理论与实践》2022年第19期20-25,共6页Theory and Practice of Education

基　　金：上海市教育委员会和上海市教育发展基金会2017年度“晨光计划”项目“社区教育品牌学习项目的建设路径与可持续发展策略研究”(项目编号:17CGB01)的研究成果。

摘　　要：近年来,品牌培育已经成为不同层面推动社区教育高质量发展的重要抓手。通过社区教育品牌培育,可以发挥品牌的导向、赋能与示范作用。当前,我国社区教育品牌正处于集中涌现期,但要把品牌培育好还需要突破一些现实挑战,即品牌的规划愿景有待明确,保障机制有待完善,社会资源有待融合,特色亮点有待彰显,宣传效能有待拓展,等等。促进社区教育品牌培育,应筑牢品牌培育的工作基础,稳步增强品牌的服务能级,加快形成品牌培育共同体,完善品牌的生命周期管理,注重品牌文化的宣传推广。In recent years,brand cultivation has become a significant facilitator in stimulating the high-quality development of community education. Through the brand cultivation of community education,we can give play to the guiding,enabling and exemplary role of brands. At present, China’s community education brands are in the period of centralized emergence,but to cultivate the brands well,we still need to break through some practical challenges,that is,the planning vision of brands needs to be clarified,the guarantee mechanism needs to be improved,the social resources need to be integrated,the characteristic points need to be highlighted,and the publicity efficiency needs to be expanded. To promote the brand cultivation of community education,we should lay a solid foundation for brand cultivation,steadily enhance the service level of brands,accelerate the formation of brand cultivation communities,improve the life cycle management of brands,and pay attention to the publicity and promotion of brand culture.

关 键 词：新时代社区教育 品牌培育 服务能级 品牌培育共同体 品牌生命周期管理 品牌文化 

分 类 号：G77[文化科学—教育学]