地域文化视角下高校品牌形象构建研究  

作　　者：张思望[1] 

机构地区：[1]西北大学,西安710127

出　　处：《高教学刊》2023年第14期83-86,共4页Journal of Higher Education

基　　金：陕西省社会科学基金项目“活化与重建--基于陕西地域文化的数字化品牌形象设计研究”(2017J014)、“陕西‘老字号’品牌情感永续设计研究”阶段性成果(17JK0747)。

摘　　要：在新的时代背景下,地域文化经常被用于区域化的经济文化建设。该文通过对地域文化与高校品牌建设之间的关联,采用内容比较、概念分析和共性比对等研究方法,在地域文化作为高校品牌建设的文化和内涵之源、高校品牌对于地域文化的保护和传承、地域文化之于高校品牌建设的价值等方面进行研究。研究指出高校品牌建设要在数字化时代提升品牌塑造的内容和范围、创新高校品牌形象构建的设计理念和提出五个品牌建设的思路。最后,研究地域文化的活化对于高校品牌数字化形象建设和高校品牌的全球化理念构建有着极其重要的意义。In the new era,regional culture plays a critical role in the regional economic and cultural construction.The paper conducts a research on the culture and connotation of university brands'construction based on their regional cultures,the protection and inheritance of the university brands to the regional cultures and the value of regional cultures in the brand construction of universities by using the methods of content comparison,conceptual analysis and commonness ratio.Through the research,this paper points out that the brand construction of universities should enhance the content and scope of brand building in the digital era,innovate the design concept of brand image construction of universities and put forward five ideas of brand construction.In the end,this paper concludes that the activation of regional culture is of great significance for the digital image construction of universities and the construction of the concept of globalization of university brands.

关 键 词：地域文化 高校品牌 品牌数字化 作用机理 构建路径 

分 类 号：G640[文化科学—高等教育学]