| 论大学的品牌战略 |
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| 引用本文： | 张凤辉.论大学的品牌战略[J].河北师范大学学报(教育科学版),2005,7(2):103-108. |
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| 作者姓名： | 张凤辉 |
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| 作者单位： | 河北师范大学,新闻传播学院,河北,石家庄,050091 |
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| 基金项目： | 河北省教育厅 2 0 0 2年重点课题《高等教育产业化研究》阶段性成果 |
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| 摘 要： | 面对高等教育规模的扩大、大学转型和市场化的深入，大学应制定正确的品牌战略。大学品牌的价值不仅使大学获得巨大的竞争优势，而且还有利于大学各种资源的整合及消费对其识别与选择。在大学品牌的创建过程中，尤其要注意品牌核心价值的设定、品牌个性的塑造、精神思想的培育，树立具有高品质和深刻内涵的品牌形象。大学品牌应在不断创新中增值，以便更好地适应社会和人的发展需求，在对品牌的经营中应加强管理与保护。
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| 关 键 词： | 大学 品牌 竞争力 |
| 文章编号： | 1009-413X(2005)02-0103-06 |
| 修稿时间： | 2004年6月1日 |
On the brand strategies of university |
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| ZHANG Feng-hui.On the brand strategies of university[J].Journal of Hebei Normal University,2005,7(2):103-108. |
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| Authors: | ZHANG Feng-hui |
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| Abstract: | With the increase of the scale of undergraduate enrollment, transformation of nature of university, and further development of marketing process, each university should have its proper brand strategies. The value of the university brand may gain it immense priorities of competition, and facilitate an integration of the resources, so as to improve its fame to the consumers. However, it is advisable, in the course of brand strategic construction, to consider the definition of its kernel value, individuality, spirituality, stature as well as possibility of added value. The second-phase commitment is to protect its copyright and management. |
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| Keywords: | university brand competence |
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