【摘要】 目前,创建品牌专业成了高校在竞争中获得发展的重要手段。从品牌学的角度看,高校品牌专业的品牌特性是品牌专业的外在特征和内在特性的集中体现。其中,品牌专业的品牌非赢利性、文化根植性和象征消费性是其突出的品牌特性。基于高校品牌专业的品牌特性的认识,本文认为,新时期高校品牌专业建设培育要实现由打造专业品牌向打造高校品牌转变的品牌战略创新,以及从功能与情感塑造转向个性化体验建构的品牌建设方法。更多还原

【Abstract】 Currently,creating brand major becomes an important method for higher learning institutions to develop in competition.From the angle of brand science,the brand characteristics of brand majors of colleges and universities is centralized embodiment of out characteristics and inner characteristics,among which,obvious brand characteristics include non-profitable characteristics of brand majors,cultural root and symbolic consumption.Based on cognitive brand characteristics of brand major,this paper thinks that construction and cultivation of new era brand major of colleges and universities should realize brand innovation strategy from creating major brand to higher learning brand and from functional and emotional building to individualized brand construction.更多还原