高职院校品牌价值影响因素分析

Higher Vocational Colleges Brand Value Influence Factor Analysis

随着现有学习方式多元化,政策的转变等因素,高职院校的品牌竞争越来越重要。但高职院校在品牌建设时面临诸多挑战,如财政支撑上的弱势,社会主流价值观的刻板印象等。该文独特地从学生的角度,通过问卷调查,了解影响高职院校品牌价值的诸多因素,发现院校创新能力、院校技能竞赛的能力、院校的师资管理、院校的校园文化建设和院校品牌的宣传对品牌价值影响很大,而财政力量与院校品牌LOGO设计的重要性则有待商榷。通过调查结果,为院校品牌建设提供相关建议。

With the diversification of existing learning methods and the change of policies, the brand competition of higher vocational colleges becomes more and more important. However, higher vocational colleges face many challenges in brand construction, such as the weak financial support, social mainstream values and stereotypes. Through questionnaire survey, We understand all the factors that influencing brand value in higher vocational colleges from the perspective of students, founding that innovation ability, competition ability, the construction of teachers management, campus culture of colleges and colleges brand propaganda had a great influence on brand value, and the importance of fiscal power and brand LOGO design is open to question. Based on the survey results, some Suggestions are provided for the brand construction of colleges.