麻省理工学院品牌建设的经验及其对中国双一流大学建设的启示探析

The Experienc of Brand Building of MIT on the Brand Construction of China’s "Double Top" Universities

目前,国内大学在学校品牌建设上缺乏可借鉴的案例,面对竞争日益激烈的高等教育市场,在国家"双一流建设"过程中如何打造有特色的"学校教育品牌"成为高校面临的重要问题。麻省理工学院立校150多年的时间里通过对于教育品牌的打造完成了由理工科学院向国际一流大学的转变,多年的探索为其发展积累了丰富的经验,在学校品牌建设过程中,麻省理工学院在品牌定位、品牌维护、人才培养、学科建设等方面的努力,为我国大学在"双一流"教育品牌建设方面提供了重要的参考与借鉴。

At present,domestic universities are short of referential cases in the school brand construction. Facing the increasingly fierce competition in the higher education market,how to build a distinctive "school education brand" has become an important issue for colleges and universities in the process of national "double first-class construction". Massachusetts Institute of Technology has transformed itself from a science and engineering school to a world-class university in more than 150 years by building an educational brand,In the process of brand building,MIT’s efforts in brand positioning,brand maintenance,talent cultivation,discipline construction and other aspects have provided an important reference for the construction of "Double-Tops" education brand in China’s universities.