| 大学排行榜对地方高校品牌建设的消极影响及防范对策 |
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| 引用本文： | 陈 琳,李雪平.大学排行榜对地方高校品牌建设的消极影响及防范对策[J].赣南师范学院学报,2014(2):88-91. |
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| 作者姓名： | 陈 琳 李雪平 |
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| 作者单位： | 西华师范大学教育学院,四川南充637009 |
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| 摘 要： | 加强品牌建设是地方高校赢得可持续发展的必然选择,日益流行的大学排行榜已成为地方高校进行品牌建设不容忽视的重要外部影响因素。当地方高校过多倚重尚待完善的大学排行榜时可能会对其品牌建设产生诸多潜在的消极影响,包括诱导地方高校品牌建设追逐盈利、过度重视品牌策划、过度倚重硬实力建设、盲目设置热门学科以及消解教育发展的正确理念等。地方高校可以通过坚持核心竞争力建设、积极提升高校软实力、注重优势学科发展和坚持办学特色等一系列有针对性的防范对策去降低甚至消除这些不良影响。
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| 关 键 词： | 大学排行榜 地方高校 品牌建设 消极影响 防范对策 |
Negative Effects and Countermeasures of University Rankings on Local University Brand Construction |
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| CHEN Lin,LI Xueping.Negative Effects and Countermeasures of University Rankings on Local University Brand Construction[J].Journal of Gannan Teachers' College(Social Science(2)),2014(2):88-91. |
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| Authors: | CHEN Lin LI Xueping |
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| Institution: | ( College of Education, China West Normal University, Nanchong 637009, China) |
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| Abstract: | Local university brand construction is an inevitable choice to achieve sustainable development, university rainkngs have become an important outside factor in the brand construction of local universities. Local universities rely on imperfect university rankings too much, which may have many potential negative effects on their brand construction, including induction of local university brand building to chase profit, excessive emphasis on brand planning, overfull reliance on hard power construction, blandly setting hot subject, distorting the correct idea of educational development and so on. In this regard, local universities should insist on the construction of the core competitiveness, actively promoting the soft power, focus on the advantages of discipline development and insist on the school running characteristics and a series of countermeasures to reduce or even eliminate these negative effects. |
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| Keywords: | university rankings local universities brand construction negative effects countermeasures |
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