企业文化视域下职业院校品牌文化建设探究

Exploration on Brand Culture Construction in Higher Vocational Colleges from the Perspective of the Enterprise Culture

随着职业院校跑马圈地式的发展,品牌文化建设的缺失已成为制约其发展的首要因素。职业院校在发展中极易忽视品牌文化的作用,因此构建特色品牌文化是提高院校发展的重要途径。本文从企业内涵对比职业院校品牌文化发展,强调企业与学校品牌文化发展之间的差异,结合星巴克企业优势对职业院校品牌文化建设提出了建议。

With the rapid development(just as enclosure by riding on running horses)of vocational colleges,the lack of brand culture construction has become the chief factor restricting the development of the colleges.It is quite easy for vocational colleges to ignore the role of brand culture in the process of the development.Therefore,the construction of featured brand culture is an important way to improve the development of the colleges.This paper contrasts the development of brand culture in vocational colleges from the perspective of the enterprise connotation,stresses the difference between the development of brand culture in enterprises and colleges,and based on the enterprise advantages of Starbucks,puts forward some suggestions for vocational colleges to develop their brand culture construction.