高职院校品牌文化的增值机理与提升策略

Increment Mechanism and Promotion Strategies of Brand Culture of Higher Vocational Colleges

借助管理学、教育学、营销学、心理学等学科知识,运用文献资料法、图表分析法,对高职院校品牌文化的特殊价值及创造过程进行深入分析,研究认为,品牌文化价值增值有八个基本机理,即创造性的劳动增值、需求满足最大化、信用交易的信号、心理契约存续、文化差异化增值、选择成本最小化、文化内涵的迁移和审美价值。基于此,分别从八个方面提出高职院校品牌文化价值提升的策略:丰富内涵、文化驱动、信用承诺、心理契约、文化营销、文化崇尚、提升价值、提升品质。

Based on know-ledge of Management Science, Pedagogy, Marketing and Psychology, the paper deeply analyzes the special value and the building process of the brand culture of higher vocational colleges with literature review and chart analysis. The results show that the increment of the value of brand culture has eight essential mechanisms： the increment of creative labor, the maximization of need satisfaction, the signal of the credit transaction, the continuing existence of the psychological contract, the increment of the cultural differentiation, the minimization of alternative costs, the migration of the cultural connotations, the aesthetic value, etc. On this basis, this paper puts forward the strategies respectively from eight aspects to enhance the value of the brand culture of higher vocational colleges, namely, rich connotation, culture driving, credit commitment, psychological contract, culture marketing, culture admiration, value promotion, and quality improvement.