高校品牌研究:回顾与展望

Study on Universities School Brand:Review and Perspectives

对国内外尤其是我国学术界在高校品牌领域就高校品牌的内涵与基本特征、高校品牌塑造和发展的重要性、高校品牌塑造和发展的基本途径与方法等方面的研究作了较系统的回顾的基础上,提出了该领域未来的主要研究方向:既必须要在理论创新、系统研究上下工夫,以初步确立我国"高校品牌"研究的理论体系。

This paper attempts to provide a rough picture of universities brand research in eastern and western academic circle. To achieve this, it focuses on reviewing and summarizing the findings related to meaning and basic character of advanced school brand, importance of universities branding and development, and basic way and method of advanced school branding and development. Finally, it presents the future research directions.