微时代下地方高校校园文化品牌建设的路径透视——以安阳师范学院校园文化品牌建设为例

On the Route of Local University Campus-culture Brand Construction in the Micro Era:A Case of Campus-culture Brand Construction in Anyang Normal University

随着高等教育市场竞争加剧,大学纷纷通过实施品牌战略来获取稀缺的优质教育资源。地方高校的竞争“劣势”地位逼迫其在品牌建设上须有其鲜明的特质。本文以安阳师范学院校园文化品牌建设为例,通过对安阳师范学院校园文化品牌面临的挑战和现实误区的分析,对地方高校品牌建设遵循的原则和路径进行了有益探索,以期对地方高校品牌建设的实践有所借鉴和帮助。

With the developing marketing competition of the higher education, universities tend to obtain the excellent educating resource by carrying on educating brands. The inferior competition position of local universities forces them to establish their distinctive characteristics of the campus-culture brands. In order to be helpful for the local university campus-culture brand construction, this essay takes the case of Anyang Normal University for example to explore the principles and the route of local universities campus-culture brand construction, with the analysis of the challenges and realistic misunderstandings Anyang Normal University faces.