卓越绩效管理模式下高职院校特色品牌建设研究

Research on the Construction of Characteristic Brand in Higher Vocational Colleges under the Performance Excellence Model

高职院校的品牌效应可以优化和拓展高职院校生存和发展的空间,盘活办学资源,为高职院校赢得更多的发展机遇。以柳州职业技术学院为例,基于卓越绩效管理模式,针对高职院校品牌建设,提出建立长效机制,成立品牌管理委员会;开展品牌调研,确定品牌定位;制定品牌发展规划,完善品牌要素;开展品牌宣传,构建立体多维传播格局;进行品牌建设评估,优化发展规划等有效措施。

The brand effect of higher vocational colleges can optimize and expand the space of survival and development of higher vocational colleges,activate the resources of running schools,and win more development opportunities for higher vocational colleges.Taking Liuzhou Vocational and Technical College as an example,based on the performance excellence model,this paper puts forward to establish a long-term mechanism and a brand management committee for the brand construction of higher vocational colleges,to carry out brand research and determine brand positioning,to formulate brand development plan and perfect brand elements,and promotes the brand by building a multi-dimensional communication pattern,and evaluates the brand construction to optimize the development planning.