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随着我国高职教育的大众化发展,社会对高职教育质量的要求越来越高,拥有良好的品牌形象成为高职院校赢得市场有利地位的关键。高职教育服务品牌竞争力的形成是高职教育发展需求与市场驱动相互作用的结果,具有动态性、整合性与比较性,也具有一定的市场影响力。我国高职院校在服务品牌竞争力建设方面,存在招生困难、教育体系混乱等问题,直接影响到高职教育服务品牌建设进程。而高职院校服务品牌竞争力的提升存在内外部影响因素,通过研究服务品牌提升机理概念模型,采取教育服务品牌定位设计、制定品牌竞争力整合战略、树立特色服务品牌形象以及创新高职人才培养模式等措施,有助于高职院校提升品牌竞争力。
With the popularization of higher vocational education in our country, the society demands higher and higher vocational education quality. Having a good brand image has become the key to win the favorable position of the higher vocational colleges in the market. The formation of the competitiveness of higher vocational education service brand is the result of the interaction between the development demand of higher vocational education and market-driven, with dynamic, integrated and comparative, and also has certain market influence. In terms of service brand competitiveness, there are some problems such as the difficulty of recruiting students and the messiness of the education system, which directly affects the process of brand building of service in higher vocational education. However, there are internal and external factors that affect the competitiveness of service brand in higher vocational colleges. By studying the concept model of service brand promotion mechanism, adopting the brand positioning design of education service, developing the strategy of integration of brand competitiveness, establishing the brand image of characteristic service and innovating the talents of higher vocational education Training mode and other measures to help higher vocational colleges to enhance brand competitiveness.