哲学视域下的民办高校品牌建设

The Brand Construction of Private Universities in Philosophical Perspective

以马克思主义哲学去指导民办高校品牌建设活动,才能增强民办高校品牌建设的自觉性和功效性。要遵循唯物史观以人民群众为本的原则,坚持"以生为本"的品牌建设宗旨;要遵循唯物辩证法矛盾分析法原则,正确处理好普遍规律与特殊规律、巨资投入与资金短缺、规模效益与办学质量、专业建设与社会需求、举办者与校长、品牌塑造与品牌传播的矛盾关系;要遵循马克思主义价值论原则,坚持民办高校品牌评价的民众主体、实事求是的评价原则和利教利民的评价标准。

In order to enhance the consciousness and effectiveness of brand building in private colleges and universities,Marxist philosophy should be used to guide the activities of brand building in private universities.We must adhere to the"people oriented"principle of historical materialism,and persist in the tenet of"student oriented"brand building.We should follow the principle of contradiction analysis of materialist dialectics to deal with the contradictory relationship between universal law and special rule,capital investment and capital shortage,scale benefit and school running quality,specialized subject construction and social demand,host and school master,brand molding and brand publicity.We should also follow the principle of Marxism theory of Axiology and adhere to the principle that the public is the appraiser of the brand evaluation of private colleges and universities and the principle of"seek truth from facts"evaluation and the evaluation criterion of benefiting the education and the people.