我国图书情报硕士专业学位教育的品牌建设  

Research on the Brand Construction of MLIS Education in China

作　　者：洪秋兰 王媛媛 HONG Qiulan;WANG Yuanyuan

机构地区：[1]福建师范大学社会历史学院

出　　处：《图书馆论坛》2023年第11期79-87,共9页Library Tribune

基　　金：国家社科基金一般项目“面向文化强国的中国图书馆学学科特色化发展战略研究”(项目编号:22BTQ035);福建师范大学新文科项目“新文科背景下图情档学科高质量信息化人才培养研究”(项目号:W202116)研究成果。

摘　　要：我国图书情报硕士专业学位(MLIS)教育历经十余年发展,培养单位突破70所,已成为专业学位研究生教育体系里不可或缺的组成部分。但在建设过程中,存在培养目标同质化、教育模式特色不够等问题,需提升品牌建设意识,彰显专业品牌特质,推进专业质量发展。文章分析我国MLIS教育品牌建设的现实需求,借助CBBE品牌资产模型,基于MLIS特殊的教育规律和人才培养模式,修正和再定义品牌模型,提出MLIS品牌建设策略。After more than ten years of development,Master of Library and Information Studies(MLIS)has become an indispensable part of the professional graduate education system in China,though there are such problems as homogenization of training objectives and lack of characteristics of education mode.Therefore,it is necessary to enhance the awareness of MLIS brand construction,highlight the characteristics of MLIS professional brands,and improve the quality of MLIS professional development.This paper first analyzes the practical needs of MLIS brand construction in China.Then,taking the distinctive education rules and talent training models of MLIS into full consideration,and guided by Customer-Based on Brand Equity(CBBE)model,it revises and redefines the brand model of MLIS,and puts forward some strategies of MLIS brand construction in response to the marketization trend of Chinese education.

关 键 词：品牌建设 图书情报 硕士专业 学位教育 教育品牌 

分 类 号：G643[文化科学—高等教育学] G250-4[文化科学—教育学]