民办高校品牌建设与招生竞争力提升关系研究——以江西省为例

Analysis of the Relationship Between Brand Building and Recruiting Capability in Private Colleges——Taking Jiangxi Province for Instance

高等教育大众化已成为我国促进高等教育事业健康发展的新常态,各高校为获取优质生源充分利用自身优势来参与招生市场竞争。民办高校由于办学历史短、文化积淀少、办学实力弱,再加上自身发展中凸显的各项问题,使得民办高校日渐面临招生困境。为提升民办高校的招生竞争力,发挥和构建自身办学优势、创建特色品牌已迫在眉睫。为探索民办高校品牌建设与招生竞争力提升的关系,本文通过问卷调查的方式,利用探索性因子分析法,归纳影响民办高校品牌建设的主要潜变量因素,并提出针对性措施,以寻找提升其招生竞争力的有效途径。

With the continuous development of private colleges and various problems appearing in the development, the private colleges are facing the dilemma of student recruiting. The popularization of higher education has become the new norm for the healthy development of higher education in China. It is urgent to create college brands as all the universities are now taking their own advantages to compete in the recruitment market in order to obtain high quality students. In this paper, we use the methodology of EFA and CFA to explore the potential variables of brand building and find the effective approaches of increasing the capability of recruitment competitiveness in private colleges.