高职院校品牌宣传策略探究

Research on Brand Publicity Strategy in Higher Vocational Colleges

当前高职院校普遍面临竞争加剧、生源数量下降的困境。各高职院校之间同质化现象较为严重,能够在提升综合实力的基础上又着力打造品牌特色的少之又少,各校宣传工作水平也是良莠不齐,整体呈偏弱之势。为在激烈的竞争中取得优势,高职院校可以借鉴市场营销中的品牌理念,掌握宣传推广的渠道和方法,系统规划学校品牌宣传思路,做到思想上更重视、定位上更精准、传播上更多样,对内提升凝聚力,对外扩大影响力,着力提高高职院校品牌的知名度、美誉度和忠诚度,提升宣传工作的实效。

Nowadays,most of higher vocational colleges are facing the dilemma of more competitors and less source of students.The phenomenon of homogenization among higher vocational colleges is more serious.On the basis of improving comprehensive strength,it is also rare to create brand features.The level of publicity work of each school is also uneven,and the overall situation is weak.In order to gain an advantage in the fierce competition,higher vocational colleges can learn from the brand concept in marketing,grasp the channels and methods of publicity and promotion,systematically plan the school brand propaganda ideas,and pay more attention to the ideas,more accurate positioning and dissemination,focusing on improving the visibility,reputation and loyalty of higher vocational college brands,and enhance the effectiveness of publicity work.