海南高等教育中外合作办学品牌建设的意义和路径

The Significance and Path of Brand Construction of Sino-Foreign Cooperative Education in Hainan Higher Education

海南中外合作办学在引进优质教育资源、培养国际化人才,促进国际教育创新岛的建设方面起着重要作用。近年中外合作办学规模逐步扩大,市场竞争激烈,海南作为中外合作办学后发省份,如何在院校市场中获得社会认可,品牌建设是重要手段。品牌建设有助于获得竞争优势、促进可持续发展、提升利益相关者的价值获得感、形成海南地域整体品牌形象。海南中外合作办学可以从“强化品牌意识;开发品牌价值主张,进行品牌定位;注重品牌规划;打造品牌质量;拓宽传播渠道,做好品牌宣传”几个方面建设自己的办学品牌。

The Sino-foreign cooperative education in Hainan plays an important role in introducing high-quality educational resources,cultivating international talents and promoting the construction of Islands of Innovation in International Education.In recent years,the scale of Sino-foreign cooperation in running schools has gradually expanded,and the market competition is fierce.As a latecomer,Hainan’s brand building is an important means to gain social recognition in the college market.Brand building helps to gain competitive advantage,promote sustainable development,enhance stakeholders’sense of value acquisition,and form the overall brand image of Hainan.We can strengthen brand awareness,develop brand value proposition,carry out brand positioning,pay attention to brand planning,build brand quality,broaden communication channels,do a good job in several aspects of brand publicity to build our own school brand.