基于SWOT分析的河南开放大学品牌建设研究

Research on the Brand Construction of Open University in Henan Province on the Basis of SWOT Analysis

随着我国大学所处环境的变化,大学间的竞争态势已明显呈现,越来越多的大学意识到大学品牌建设的重要性和迫切性,部分大学开始引入品牌战略。为了适应新形势,广播电视大学正向开放大学转变。本文在河南开放大学建设的前期,梳理了河南广播电视大学的发展历史和社会贡献,分析了其内部具有的优势和劣势以及外部面临的机会和威胁,并据此提出了构建河南开放大学品牌建设的方法。

As the changes of the university environment in China, competitive situation among universities have been apparent, more and more universities realize the importance and urgency of the construction of university brand and some universities begin to introduce the brand strategy. In order to adapt to the new situation, Radio ＆ TV Universities have been transforming to Open University. This paper presents the development history and social contributions of Henan Radio ＆ Television University in the early period of the construction of Open University in Henan, analyzes its internal advantages and disadvantages and the external opportunities and threats, hereby proposes the methods to construct Henan Open University brand.