当今高校品牌战略的构建

品牌战略在企业的运用由来已久,在激烈的市场竞争中,打造名牌是企业发展的必然选择。而高等学校长期以来都是在政府的主导下,没有企业的市场风险,因而缺乏品牌意识。但随着社会的发展、我国教育体制的改革及教育市场的日益开放,高校之间的竞争越来越激烈,高等教育市场化现象越来越明显,高校已经进入"竞争时代"。树立品牌意识,创造和拥有品牌,增强自身在未来竞争中的实力,构建具有核心竞争力的高校品牌是我国高校发展的必经之路。

Construction of Brand Strategy in Colleges and Universities

The application of brand strategy in enterprises has a long history.In the fierce market competition,it is an the inevitable choice of the enrreprises.Colleges and universities live under the protection of the government for a long time,without the market risks of enterprises,and therefore lacking in brand consciousness.But with the development of society,the reform of the structure of education,and the increasing opening of educational market,the competition between universities is fiercer and fiercer,The marketization of higher education enters the" competition era".To establish brand consciousness,create and own brands,enhance capability in the future competition,and construct brand with key competitiveness is the only way for the developwent of colleges and universities.