论中国高校核心竞争力品牌战略中的CIS系统

On CIS of brand strategies of core competitive advantages among Chinese universities

为了增强高校的核心竞争力,构建高校品牌战略,多角度地分析了大学核心竞争力的内涵及构建品牌战略的意义,论述了增强高校核心竞争力的措施。指出:高校的竞争实质上是一种品牌形象的竞争,同时,大学的核心竞争力作为大学展开竞争的基础和较为抽象的理论,外化为高校品牌形象;要增强高校的核心竞争力关键是要重视高校品牌的建设,构建高校品牌战略;高校品牌建设的一大利器即是创建高校形象识别系统。

In order to improve the core competitive advantages and to establish brand strategies among Chinese universities,the connotations and significances are analyzed from many perspectives.The measures of enhancing core competitive advantages are researched at several aspects.It is pointed that the competition among universities is fundamentally a competition of brand image;at the same time,as a competition base and an abstract theory,core competition advantages will visualized into brand images of universities.The key of enhancing the core competitive advantages for universities is to pay great emphasis on brand construction,and construct brand strategies for universities.One of the powerful tools of brand construction is to establish collegiate identity system(CIS).