摘要
当前,教育产品越来越同质化,品牌定位对高职院校的发展具有举足轻重的作用。品牌定位是高职院校走品牌之路的前提条件、凝练办学特色的必由之路、提升社会美誉度的重要途径。目前高职院校品牌定位存在认识不清、定位不准等问题,其品牌定位应采取的主要策略是:树立科学的品牌定位理念、从竞争优势的角度挖掘学校的特色定位点、从学校目标消费者的角度开发市场定位点、重视学校品牌的动态定位。
With the rapid development of higher vocational colleges, homogeneity is a common phenomenon; therefore, brand positioning is vital to higher vocational colleges： it is the prerequisite for brand management, the only way of running characteristics, an important way to enhance the social reputation. Brand positioning strategies in higher vocational colleges include the following aspect： a scientific concept of brand positioning, featured positioning mined from the advantage of school, market positioning developed from the target consumer, dynamic positioning from school brand.
出处
《广东广播电视大学学报》
2010年第4期18-20,共3页
Journal of Guangdong Radio & Television University
关键词
高职院校
品牌定位
higher vocational colleges
brand positioning
