职业教育声誉治理:理论内涵、价值意蕴与机制构建

Reputation Governance of Vocational Education:Theoretical Connotation,Value Implication and Mechanism Construction

当前,国家对职业教育的高度需求与重视和社会公众对职业教育的抵触与排斥存在矛盾冲突,其重要原因之一在于职业教育社会形象和声誉与其社会价值不相称。推进职业教育声誉治理是解决矛盾冲突、提升职业教育社会认同感、增强职业教育吸引力的重要一环。可塑性、信任和品牌是职业教育声誉治理的基础、关键和外在表征。声誉治理的微观价值是增加毕业生在劳动力市场中的竞争力,中观价值是激发和提高产教融合与校企合作的积极性和有效性,宏观价值是服务国家发展战略和打造中国特色职业教育国际品牌,底线价值是使职业教育获得不可复制的持续性竞争优势。在职业教育提质培优与高质量发展的背景下,应积极构建基于信任与激励、质量监督与评价、协同治理、“三”+“五”声誉治理的机制,助推职业教育增强软实力和竞争力、提升职业教育社会认同感和吸引力,从而重塑职业教育新的品牌形象。

At present,there is a contradiction between China’s high demand for and attention to vocational education and the general public’s resistance and rejection of vocational education.One of the reasons is that the social image and reputation of vocational education is not commensurate with its social value.Therefore,improving the governance of vocational education reputation is a crucial step to resolve conflicts,enhance social identity and attraction of vocational education.In vocational education reputation governance,plasticity,trust and brand are respectively the foundation,key and external representation.The micro value of reputation governance is to increase graduates’competitiveness in the labor market,the value in middle view is to stimulate the enthusiasm and improve the effectiveness of industry⁃education integration and school⁃enterprise cooperation,the macro value is to serve the national development strategy and build an international brand of vocational education with Chinese characteristics,and the bottom line value is to enable vocational education to obtain an irreplicable sustainable competitive advantage.In the context of quality improvement and value⁃added empowerment of vocational education,it’s necessary to build a governance mechanism based on trust and incentives,quality supervision and evaluation,collaborative management,and achieve the“3 Visions”and“5 Integrations,”to increase its soft power and competitiveness,enhance its social identity and attraction,and reshape its brand image.