国家开放大学品牌建设:社会关系、成长路径与策略选择

Brand Building of the Open University of China: SocialBrand Social Relationship, Growth Path and Strategic ChoiceRelationship, Choice

国家开放大学与地方广播电视大学是一个统一整体,其品牌建设不能只停留在国家开放大学本身层面,而是应该把全国广播电视大学系统纳入统一规划。本文从分析开放大学学生的"组织属性"出发,重新阐释了国家开放大学与社会组织之间的关系,对影响国家开放大学品牌建设的关键变量进行了筛选,描绘了国家开放大学品牌成长轨迹,给出了国家开放大学品牌建设策略选择。

The Open University of China(OUC) and regional Radio and TV universities form an inseparable whole, and brand building of OUC must put the latter into a unified planning rather than consider OUC itself. Based on the organizational attribute of the OUC students, this paper explains anew the relationship between OUC and social organizations, and screens the key variables affecting OUC brand building, describes the brand growth path, and proposes strategic choices for OUC brand building.