基于企业形象识别系统理论的“双一流”高校品牌管理

The brand management of “Double First-Class” university under the perspective of corporate identity system

在国家积极推动"双一流"高校项目建设的教育时代背景下,"双一流"高校需要实施高校品牌管理策略来完善自身建设。结合品牌管理中的企业形象识别系统,运用企业品牌营销相关理论,分析"双一流"高校品牌形象管理的内涵及构件,以地方行业院校为例,探索"双一流"高校构建品牌形象识别系统的路径与措施。

Under the background of the education era in which the country actively promotes the construction of"Double First-Class"universities,"Double First-Class"universities need to implement college brand management strategies to improve their own construction.Combined with the corporate identity system in brand management,and uses the theory of corporate brand marketing to locate the brand image of"Double First-Class"universities.Taking local occupation colleges as an example,it summarizes the implementation path of"Double First-Class"universities brand management.