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《2003～2007年教育振兴行动计划》第38条第2款提出“实施中国教育品牌战略”,这是教育品牌概念第一次见诸国家政策性文件,也是我国对当前全球化经济大背景的回应。学校品牌是指学校在发展过程中逐步形成的学校知名度和美誉度,是学校无形资产总和的浓缩,是学校经营能力、经营水平、经营状况的综合反映。实施品牌战略,做强学校品牌,成为现代学校发展的重要途径,也成为上海中职教育直面国际国内教育市场激烈竞争的最佳选择。
Article 38, Paragraph 2 of the Action Plan for the Rejuvenation of Education from 2003 to 2007 proposed “Implementing the Strategy of China’s Education Brand”, which is the first time that the concept of education brand has been seen as a national policy document and is also a background of our country’s current economic globalization Respond. The school brand refers to the school’s popularity and reputation gradually formed in the course of development. It is the summation of the total intangible assets of the school. It is a comprehensive reflection of the school’s management ability, management level and operation status. Implementing brand strategy and strengthening the school brand has become an important way for the development of modern schools. It has also become the best choice for vocational education in Shanghai to confront the fierce competition in the international and domestic education markets.