高职院校品牌延伸领域及实施分析

Study on higher vocational colleges' brand extension strategy

随着我国职业教育市场竞争的加剧,走品牌发展的道路成了高职院校发展战略的必然选择。如何充分发挥品牌资源的潜能,利用品牌价值为院校创造最多效益,将成为高职院校一项重大战略决策,这就要求品牌在成长和发展过程中不断延展,也即进行品牌延伸。本文对高职院校品牌延伸的内涵、目的和延伸领域进行分析。

With the growing market competition in vocational education, higher vocational colleges are bound to set foot on the road of brand development. How to bring brand resources potential into full play and to create most benefits with the use of brand value will become an important strategy for the higher vocational colleges which requests that the brand extend unceasingly, that is, higher vocational colleges should make brand extension. This paper makes analysis on the connotation, purposes and fields of higher vocational colleges＇ brand extension.