高等职业教育迈入由规模扩张向内涵提升的转型阶段,高职院校的良性运作与可持续发展越来越依赖于学校的自身特色与文化特质,越来越需要学校办学内涵与品质的提升。通过分析高职校园文化品牌的定位与功能,结合品牌管理理念,研究高职院校发展校园文化品牌的思路与对策。 Higher vocational education has stepped into the transitional phase from scale expansion to connotation improvement. The virtuous operation and sustainable development of higher vocational colleges depend more and more on their own characteristics and cultural qualities, and they increasingly need to enhance the connotation and quality of school running . By analyzing the positioning and function of campus culture brand in higher vocational colleges and combining the concept of brand management, this paper studies the train of thoughts and countermeasures of developing campus culture brand in higher vocational colleges.