开放大学视角下电大教育品牌重塑战略探析

Analysis on the Brand Reshape Strategy of TV University Education from the Perspective of Open University

经过30余年的发展,"电大教育"作为一项独立的教育品牌已经被社会接受,但是,随着高等教育市场的竞争加剧,"电大教育"的品牌影响力开始弱化。在开放大学建设背景下,研究品牌重塑战略理论,结合国内开放大学办学情况,利用SWOT分析模型总结"电大教育"品牌的优劣势,探索"电大教育"品牌重塑的策略。

After more than 30-year development, ‘TV university education＇ have been widely accepted by the society as a independent education brand, however, along with the accelerated competition of university education market, the brand impacts of ‘TV university education＇ have been weakening. Under the background of open university construction, this paper analyzes brand reshape strategic theory, summarizes the advantages and disadvantages of ‘TV university education＇ brand, and explores the brand reshape strategies of ‘TV university education by combining the school running situation of open universities in China and using SWOT analysis model.