以专业为核心的高校形象顶层设计研究——基于营销战略三角模型的视角

Research on the Top-level Design of Colleges Images around Majors Based on Triangle Model of Marketing Strategy

大学迫切需要探寻未来发展的新源泉,这对高校至关重要。研究认为,围绕专业开展的、对基于品牌专业、专业特色以及以主流专业和专业群为背景的校园文化的准确定位正是解决这个问题的有效选择,而这三个构成大学发展形象定位的重要因素的顶层设计,正是基于营销战略三角模型视角得出的结论。但是每所学校不能狭隘地理解这些核心要素的结构性变化与顺序选择,应该从各校实际出发,精心培育经过顶层设计确认的要素的累积和积淀,才会更接近于发展的概念与实质。

It is very important for a college to explore the new sources for future development of campus culture.To this end, the article believes that we need to define campus culture in accordance with the curricular, serving the building of brand majors, embodiment of major features, creation of mainstream majors and curricular cluster. These three important factors, which are important to the top-level design of college images, are concluded from the triangle model of marketing strategy in this paper. However, the article also argues that the structural changes and ordering of these cornel factors should not be understood on a narrow basis. To approach the conception and essence of development of campus culture, we should set out from the real situation of the colleges and determine the factors of top-level design after years of researches.