网络环境下关工委品牌建设的新机遇、新挑战、新路向

New Opportunities, New Challenges, and the New Direction of Brand Building in Committee for the Care of the Next Generation in the Network Context

网络环境下关工委品牌建设迎来新机遇,包括重塑品牌建设主客体之间沟通的桥梁和纽带形式;提升优质教育资源的品牌内涵优势,加速品牌价值的建构与生成;延伸文化传递舞台空间,扩大品牌功效辐射功能。研究对全国31个省级行政区的58所不同类型高校的45 475位大学生和1 298位教师进行调查。结果发现,关工委品牌宣传力度羸弱与网络环境深度融合不足造成品牌传播的断裂分离;关工委教师责任自觉的均质化要求与网络意识薄弱的异质性表现形成落差;多元性的学生服务诉求与无序性的品牌服务质量有限之间存有张力;品牌保障资源短缺与品牌评价机制匮乏之间的迟滞冲突等新挑战。针对挑战,建议从“被动预设”到“主动引领”的推进路向,构建关工委品牌传播新格局;从“单维固化”到“换维求变”的变革路向,提升关工委教师网络信息素养;从“全面发力”到“精准供给”的方式路向,满足学生适切性服务需求;从“片面评价”到“系统审视”的发展路向,重构关工委品牌评价保障体系等新路向。

In network context, the brand construction of the Working Committee for the Care of the Next Generation welcomes new opportunities, including reshaping the form of bridges and ties between the subject and the object of brand building, upgrading the brand connotation advantages of quality educational resources, accelerating the construction and generation of brand values, extend the stage space of cultural transmission and enhance the function of brand efficacy. The study investigated 45475 college students and 1298 teachers from 58 universities in 31 provincial administrative regions. The results show that the weak brand promotion and the lack of integration of the network environment resulted in the split of brand communication. There is a gap between the homogenization of teachers’ responsibility consciousness and the heterogeneity of weak network consciousness.The tension divergence between the diversified students’ service demand and the disordered brand service quality is limited. Brand protection resources shortage and brand evaluation mechanism between the lack of lag conflict and other new issues. In view of the new problems, it is suggested that the new pattern of brand communication should be set up from “passive presupposition” to “active guidance”,and carry out reform from “One-dimensional solidification” to “Change dimension to change” so as to improve the network information literacy of the teachers of the Customs Work Committee from “all-round development” to “accurate supply” to meet the needs of students, from “one-sided evaluation” to “systematic examination” to reconstruct the brand evaluation and guarantee system.