品牌建设与创新产出的关系研究——基于信号理论的视角

Research on the Relationship Between University Brand Building and Innovation Output——based on Signal Theory

高校的品牌建设是高校发展过程中必须面对的问题,本研究基于信号理论的核心构念建构了高校品牌营建的体系,并分析了高校品牌建设与创新产出的关系,研究结果显示高校可以从加强高校领导人的政治关联、营建高校与地方政府的良好关系、选择优质客户进行交易以及积极争取第三方评价机构的正向评价四个维度来构建高校品牌,优质的高校品牌资源将正向影响高校的产出绩效,而且高校品牌营建的四个维度之间存在着一定的逻辑关系,需要协同推进才能实现高的产出绩效.

University brand building is a problem that must be faced in the process of university development.Based on the core construct of signal theory,this study constructs the strategy of university brand building.The research results show that universities can construct university brands from four dimensions:strengthening political connections between leaders,building good relations with local governments,selecting high-quality customers for transactions,and actively seeking positive evaluation from third-party evaluation institutions.High-quality university brand resources will positively affect the output performance of universities.There is a certain logical relationship among the four dimensions of university brand building,which needs to be coordinated to achieve good results.