高职学院品牌延伸——谨慎决策

On Necessary Factors for Higher Vocational Colleges'Strategic Decisions in Brand Extension

日益加剧的高职教育市场竞争,促使高职院校走上品牌营造之路。品牌延伸为如何充分发挥品牌资源的潜能的决策提供了方向。品牌延伸有利也有弊,为了保证延伸的成功率,高职学院在对自己的品牌实行延伸决策时应考虑多方面因素,找到最合适的延伸方案。

Growing market competition in higher vocational education leads higher vocational colleges to the road of brand construction. Brand extension gives direction for how to bring brand resource potential into full play. There are advantages and disadvantages in brand extension. To assure the brand extension succcss, higher vocational colleges should consider all the necessary factors when carrying out the brand extension scheme to find out the most suitable extension decisions.