大学校园文化品牌创建的路径探析——基于浙江大学“学生节”的个案研究

Exploration into the Establishment Routes of University Campus Culture Brands——Taking "Zhejiang University Students Festival" as an individual case

大学校园文化建设除延续以往文化品牌活动外,树立品牌创建意识也至关重要,创建新的校园文化品牌有利于更好地扩展大学校园文化影响,提升大学校园文化内涵,塑造大学校园文化特色。本文对浙江大学"学生节"这一校园文化品牌进行个案研究,探索大学校园文化品牌创建的路径,即关注校园文化品牌的核心价值、注重校园文化品牌的内涵、打造校园文化品牌的个性特征、把关校园文化品牌的管理、优化校园文化品牌的传播。

In order to develop university campus culture construction, it is important to establish new brands of campus cul-ture, which can enlarge the influence, deepen the significance and characterize the feature of university campus culture. The present study, taking"Zhejiang University Students Festival"as an example, explores the routes to establish a campus culture brand, that is, to pay attention to the core value of the brand, deepen the connotative meaning of the brand, build the unique features of the brand, reinforce the management of the brand and optimize the spreading quality of the brand.