高职院校非学历教育培训品牌化战略路径探析  

Analysis on Brand-building Strategies of Non-academic Education and Training in Higher Vocational Colleges

作　　者：邓晶晶 DENG Jingjing(Lifelong Education Center,Chongqing Open University(Chongqing Technology and Business Institute),Chongqing 400052,China)

机构地区：[1]重庆开放大学/重庆工商职业学院终身教育中心,重庆400052

出　　处：《重庆电子工程职业学院学报》2023年第6期38-44,共7页Journal of Chongqing College of Electronic Engineering

基　　金：2021年重庆开放大学(重庆工商职业学院)非学历教育科研项目“全媒体环境下高校非学历教育培训品牌推广策略研究”(项目编号:NDFXL2021-15)的研究成果之一。

摘　　要：随着现代社会对高素质技术技能人才需求量地不断扩大,非学历教育培训越来越受到重视.为适应新时代人才需求,学员在对职业技能培训需求量不断增大的同时,对培训质量也提出了更高的要求,这推动了非学历教育培训越来越重视品牌建设,走品牌化发展道路.文章从我国非学历教育培训的形势和存在的问题出发,分析了高职院校非学历教育培训品牌建设的必要性,探讨了非学历教育培训品牌的内涵,并结合重庆开放大学(重庆工商职业学院)非学历教育培训案例,从高职院校在非学历教育培训领域中的市场定位、资源优势出发,探析建设高职院校非学历教育培训品牌的路径与策略.With the continuously increasing demand for high-quality technical and skilled talents in modern society,the non-academic education and training has been paid more and more attention.In order to meet the demand for talents in the new era,the students’demand for vocational training and training quality is increasing.As a result,the non-academic education and training industry is paid more and more attention to the brand building,which leads to a brand-base development path.On the basis of the actual situations and existing problems in non-academic education and training industry,the necessity of brand building of non-academic education and training in higher vocational colleges was analyzed,and the connotation of non-academic education and training brands was discussed.The cases of non-academic education and training in Chongqing Open University(Chongqing Technology and Business Institute)were combined.And from the perspective of market positioning and resource advantages of higher vocational colleges in the non-academic education and training industry,the paths and strategies for brand building of non-academic education and training in higher vocational colleges were explored.

关 键 词：高职院校 非学历教育 职业培训 品牌建设 路径策略 

分 类 号：G724[文化科学—成人教育学]