教育市场化程度的提高和高等职业教育的发展,促使高等职业院校积极实施品牌战略,在其校园文化建设中着眼于品牌打造,大力推进高职校园文化的品牌发展。本文通过调研浙江省高职院校校园文化品牌现状,折射高职校园文化品牌的个性特征,探索高职院校发展校园文化品牌的思路与对策。 The improvement of the marketization of education and the development of higher vocational education have urged higher vocational colleges to actively implement the brand strategy. In the construction of their campus culture, they focus on brand building and vigorously promote the brand development of higher vocational campus culture. This paper investigates the status quo of campus culture brand in vocational colleges in Zhejiang Province and reflects the personality characteristics of campus culture brand in higher vocational colleges to explore the ideas and countermeasures of developing campus culture brand in higher vocational colleges.