“一带一路”背景下高职院校“留学中国”品牌建设的现实意义、实践探索与优化路径

Reflections on the Brand Building of"Study in China"in Higher Vocational Colleges under the Background of"The Belt and Road"

自“一带一路”倡议提出以来,来华留学教育事业蓬勃发展,留学教育的重心也从规模和数量逐步转向了“质量”“效益”和“品牌”。高职院校作为培养技术技能人才的重要基地,应充分发挥自身优势,积极参与国际教育交流与合作,推进“留学中国”品牌建设,为提升国家软实力,服务“一带一路”建设贡献职教力量。文章从提升国际影响力、促进中外人文交流、进行国际化人才培养三个方面分析了高职院校“留学中国”品牌建设的现实意义,并总结归纳了高职院校在扩大“留学中国”品牌辐射力、提升品牌竞争力和可持续发展力等方面所做的积极探索。高职院校应通过制定品牌规划、强化规范管理、创新教育模式、提升国际传播力等途径,进一步明确品牌定位,夯实品牌基石,扩大品牌影响力,打造独具职业教育特色的“留学中国”品牌。

Since the inception of the"Belt and Road"initiative,China's international education sector has experienced vigorous growth,with a gradual shift in focus scale and quantity to"quality,""efficiency,"and"brand."As a crucial foundation for cultivating skilled technical talents,higher vocational institutions should fully leverage their inherent advantages and actively engage in international educational exchanges and collaborations.This will facilitate the advancement of the"Study in China"brand and contribute to enhancing the nation's soft power while supporting the construction of the"Belt and Road."This article analyzes the practical significance of the"Study in China"brand development from three perspectives:enhancing international influence,promoting cultural exchanges between China and other nations,and cultivating international talent.It summarizes the proactive explorations undertaken by vocational colleges to expand the reach of the"Study in China"brand,improve its competitive edge,and ensure sustainable development.To further clarify brand positioning,strengthen foundational elements,broaden brand influence,and create distinctive features aligned with vocational education,higher vocational institutions should establish brand strategies,enhance standard management,innovate educational models,and elevate international communication capabilities.