本文首先从概念、特征和影响因素等方面介绍了高校品牌的相关理论，通过
收集、查阅和分析相关资料及数据，结合中国高等学校的实际，详细分析了我国
高校品牌建设的外部环境和内在资源，提出了我国建设高校品牌的思路，然后结
合相应的品牌构建策略提出了高校品牌的构建策略，包括树立品牌理念、确定品
牌定位、建设品牌学科、打造品牌师资、营造特色校园文化、实施高校品牌营销。
在对 A 大学进行品牌建设的实证分析中，本文根据 A 大学的实际情况，收集
相关的资料和数据，对 A 大学的优劣势和外部机会与威胁进行分析，然后提出相
应的品牌建设策略，以促进 A 大学打造自己的品牌，实现科学可持续发展。
关键词：高校，品牌建设，策略Research of College Brand Building
—Take A University as an example
Abstract
Brand theory has been highly regarded for a long time in the business, , but it has
not been able to get attention in the use of college brand -building. With the progress of
society, reform of education system, Chinese education market is becoming
increasingly open. Particularly China strengthen contacts and cooperation with the
outside world after joining the WTO, a number of foreign universities seize the
opportunity to enter the Chinese market by exchanging students , cooperative education
and other educational way, Chinese higher education will face more and more intense
competition and challenges. In such a competitive market, Chinese higher education
must take the Chinese characteristics road of the brand to survive and develop in such
intense competition. Only to build universities their own characteristics, create their
own brand, focus on brand building, will universities succeed in intense competition in
the higher education market, which can develop colleges and universities.
This article introduces the related theory of university brand first, which includes
the aspects of concept, characteristics and influence factors. According to Chinese
actual colleges and the relevant information or data which were collected, the writer
analyses of external environment and internal resources of university brand building in
our country, then gives some idea of building our university brand. With the
corresponding brand building strategy the writer proposes some strategy of university
brand building, including branding concept, determine the brand positioning, building
brand discipline, brand faculty, creating characteristic campus culture, the
implementation of university brand marketing.
In the empirical analysis, this paper based on the actual situation of University A ,
collect relevant information and data , the advantages and disadvantages of the A
university and external opportunities and threats are analyzed and put forward
corresponding brand-building strategies to promote A university build its own brand
achieve scientific sustainable development.
Key Words: college, brand building, tactic
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