高职院校品牌个性开发路径研究

Study on Brand Personality Development of Higher Vocational Schools

随着高等教育大众化阶段的到来,高职院校教育品牌的特色化和个性化发展已成为学校生存与发展的必然的选择。文章分别从品牌定位与学院特色文化、品牌形象塑造与满意度工程、品牌整合营销与传播、品牌专业建设、品牌质量管理与评估等五个方面对目前高职院校品牌个性塑造路径进行阐述,为进一步创建高职教育品牌的内涵式、个性式发展,创造了坚实的基础。

With the arrival of population of higher education,the characteristics and individuality of brands of higher vocational schools has become a necessary choice of the survival and development of school.This paper elaborated the brand shaping paths of higher vocational schools from five aspects,the brand positioning and characteristics of college culture,brand image shaping and satisfaction project,brand integration marketing and communications,brand professional construction,brand quality management and evaluation,to further create intensional and characteristics development of higher vocational schools brand,creating a solid foundation.