英国高等教育国家品牌发展与演进逻辑——基于78份政策文本的分析

The Development and Evolutionary Logic of National Brand of Higher Education in UK——An Analysis Based on 78 Policy Documents

在全球化背景下,高等教育国家品牌是提升国家形象和国际竞争力的核心要素。纵观国际市场的高等教育国家品牌,英国的表现不同凡响。对1999要2024年英国出台的78份国际高等教育政策文本进行共词和聚类分析,系统探讨英国高等教育国家品牌在品牌塑造阶段(1999-2010年)、内涵深化阶段(2011-2019年)和融入全球阶段(2020年至今)三个时期的发展变迁并总结其演进的内在逻辑。研究发现,英国高等教育国家品牌呈现了参与主体从少数参与到多元协同、战略目标从追逐经济利益到维护国际地位、聚焦点从吸引学生到留住学生的演进逻辑。我国的“双一流”建设要吸收国际经验,在提高教学和科研水平的同时改善来华留学生的学习体验,加强多部门间的紧密协作,契合国家的长远发展战略,坚持有中国特色的发展战略。

In the context of globalization,a national brand for higher education is a core element in enhancing national image and international competitiveness.Looking at the national brands of higher education in the international market,the performance of the UK is extraordinary.This study analyzes 78 international higher education policy documents issued by the UK between 1999 and 2024,and systematically explores the development of the national brand of the UK’s higher education in the branding phase(1999-2010),the connotation deepening phase(2011-2019)and the global integration phase(2020-present),and summarizes the internal logic of brand evolution.The study finds that the national brand of the UK’s higher education has evolved from a small number of participants to multiple synergies,from pursuing economic benefits to safeguarding international status,and from focusing on students to“retaining”students.The construction of“Double First-class”in our country should absorb international experience.Firstly,to improve the learning experience of international students while enhancing the teaching and research level;secondly,to strengthen the close collaboration between multiple sectors;thirdly,to closely match the longterm development strategy of the country;fourthly,to adhere to the development strategy with Chinese characteristics.