高校思想政治教育品牌培育刍议——以西南交通大学“磐石计划”品牌培育为例

On the Brand Building of Ideological and Political Education in Colleges and Universities——A Case Study of the Brand Building of ROCK PROJECT in Southwest Jiaotong University

思想政治教育品牌培育是当前高校思想政治教育创新发展的一种新尝试、新趋势,亦是思想政治教育观念转变、方式转型的一条可选路径。从西南交通大学辅导员队伍建设"磐石计划"品牌培育实践可知:(1)高校思想政治教育品牌培育实践过程中应将品牌定位、品牌规划、品牌创建、品牌文化四个方面密切结合起来,注重打造思想政治教育"名牌";(2)要加强思想政治教育品牌培育研究,以确保思想政治教育品牌培育健康发展。

The brand building of ideological and political education is a new trend and endeavor of the current ideological and political education innovation in colleges and universities. Meanwhile, it is also one optional way to change the ideas and patterns of ideological and political education. Based on the implementation of ＂Rock Project＂ to develop the counselor team in Southwest Jiaotong University, the paper expounds that the brand building of collegiate ideological and political education is supposed to establish the brand, make the brand planning, create the brand and shape the brand culture in the process. The universities need to pay attention to the creation of the ＂famous brand＂ of ideological and political education, and strengthen the research on the brand building so as to ensure its sound development.