大学品牌经营:内涵、特征与发展前景

On Connotation,Characteristics,and Developing Prospect of University Brand Management

大学品牌经营是将经济学的品牌理论创造性地应用于大学教育实践,目的是为社会公众提供大学具有品牌优势和特色的办学理念、师资、学科与课程等教育服务,从而形成大学个性化的发展优势,使大学的资源得以整合、核心竞争力得以提升。在市场经济持续推动、信息科技强力支撑和高等教育全球化发展的时代背景下,大学品牌经营将展现出内涵多样化、经营专业化、路径信息化和视野国际化的发展前景。

University brand management means applying the brand theory in economics to the practice of higher education, which aims to provide the public with some characteristic educational services in the philosophy of school management, teachers, and disciplines and courses, etc. Therefore, the individualized advantages of the university in its development can be gradually formed, and the resources of university can be integrated, as well as the core competitiveness of the university can be improved. Under the background of pushing ahead of market economy, the strong support of information technology and the global development of higher education, university brand management will open out a developing prospect with diversified connotation, specialized management, informative path and international view.