论品牌特质对提升大学品牌收益的作用

On the path to improve the proceeds from university brand

大学品牌特质不但是影响大学品牌声誉的基础,也是提高大学品牌收益的根本,它通常是以延续办学绩优禀赋的方式不断为大学品牌收益提供物质和精神上的保障。为此,大学管理者要勇于排除干预品牌特质形成的制度障碍,以持续的办学投入维护品牌特质的作用效度,为提升大学品牌收益提供支持。

The idiosyncrasy of university brand is not only the basis of affecting the prestige of university brand, but also the fundamentality of improving proceeds from that. It usually provides the physical and spiritual support for proceeds from university brand constantly by the way of extending educational merit and endowment. Therefore, the university administrators should have the courage to exclude the intervention of the university systematic obstacles to the formation of brand idiosyncrasy. They also should maintain the effective validity of brand idiosyncrasy through continual educational investment to support improving the proceeds from university brand.