高校党建品牌创建的全流程模型探索——基于品牌理论  

作　　者：靳祥鹏[1] 庞伟[1] 陈泽曼 

机构地区：[1]中山大学微电子科学与技术学院,广东珠海519070

出　　处：《高教学刊》2024年第22期180-183,共4页Journal of Higher Education

基　　金：广东省党的建设研究会2022年度自选课题“推进党员教育工作体系化研究”(无编号);中山大学2022年度党建理论与实践研究课题“品牌理论视角下的党建品牌全流程构建模式”(无编号)。

摘　　要：创建党建品牌是高校党组织提升组织力的重要方式,也是促进党建工作和业务工作融合的重要抓手。在品牌理论视角下,党建品牌的创建是系统而长期的过程,需要分阶段逐步推进。高校党建品牌创建全流程模型从品牌战略、品牌组合、品牌资产、品牌管理和品牌关系五大阶段入手,层层递进。首先,挖掘专业特色,结合育人目标形成宏观品牌;其次,通过横向和纵向联动,完善品牌体系;再次,通过线上线下协同宣传,增强品牌效应;从次,通过发挥支部战斗堡垒和党员先锋作用,扩大品牌影响;最后,通过加强考核,提高品牌质量。通过阶段性的精准施策,最终形成兼具影响力和美誉度的品牌体系。Creating party building brand is an important way for university Party organizations to enhance their organizational strength,and an important grasp to promote the integration of party building work and business work.From the perspective of brand theory,the creation of Party building brand is a systematic and long-term process,which needs to be promoted gradually in stages.The whole process model of Party building brand creation in colleges and universities starts from five stages:brand strategy,brand portfolio,brand assets,brand management and brand relationship,and progresses step by step.Firstly,it taps the professional characteristics and forms a macro brand combined with the goal of educating people;after that,it improves the brand system through horizontal and vertical linkage;then it enhances the brand effect through online and offline collaborative publicity;it expands the brand influence by playing the role of branch fighting fortress and Party members'pioneer;finally,it improves the brand quality by strengthening the assessment.Through phased and precise policies,a brand system with both influence and reputation will eventually be formed.

关 键 词：高校党建 党建品牌 全流程 品牌理论 品牌效应 

分 类 号：G641[文化科学—高等教育学]