职业院校品牌运作研究

On the Brand Operation of Vocational Colleges

通过品牌运作可以实现职业院校品牌资产的快速扩张,主要方法是发挥次级品牌知识的杠杆作用和利用品牌延伸策略。职业院校次级品牌知识来源主要包括办学单位、地理区域、就业渠道、品牌联盟、许可授权、名人背书、事件、第三方资源等。职业院校品牌延伸能够充分实现品牌价值,实现学校低成本扩张。品牌延伸策略主要有校办企业、校企合作、兼并收购、连锁/托管、继续教育和成立子品牌组织。某种意义上,职业院校品牌运作是一种品牌关系的运作。

Brand assets of vocational colleges can realize rapid expansion through brand operation,which primarily includes application of the leverage function and brand extension strategy.Secondary brand knowledge of vocational colleges mainly consists of education institutions,geographical areas,employment channels,brand alliance,licensing and authorization,endorsement of famous people,events and third party resources,etc.Extension of vocational college brands can fully realize their brand value,and schools can realize low-cost expansion.Brand extension strategy involves school-run enterprises,cooperation between school and enterprises,mergers and acquisitions,chain management/trusteeship,continuing education and setting up sub brand organizations.In a sense,brand operation of vocational colleges is that of brand relationship.