【摘要】 研究型大学作为高层次人才培养中心和前沿科技研发中心，是建设世界一流大学和世界一流学科的重点发展对象。为提高核心竞争力，研究型大学需要加强品牌建设。基于以往文献，首先从知识类型的角度出发，界定研究型大学品牌的内涵，构建以教学水平、国际合作、学术成果、生产力转化为核心的品牌体系。其次以本体职能、附属职能和派生职能为基础，探究品牌建设对多方利益相关者的作用机制。最后根据生命周期理论，建议研究型大学在萌芽期找准定位，注重外部形象和内部文化建设；成长期重点发展优势学科，形成差异化优势；成熟期控制好舆情导向，进行长期维护；在转型期做好品牌延伸，充分发挥影响力。文章以研究型大学为切入点，探究了高校品牌建设体系，丰富了教育学理论，对研究型大学品牌建设具有重要意义。更多还原

【Abstract】 Research-oriented universities, as the center of high-level talent training and frontier science and technology research and development, are the key development targets for building world-class universities and disciplines. To improve the core competitiveness, the research-oriented university needs to strengthen its brand building. Firstly, based on previous literature, the current research defines the brand connotation of the research-oriented university from the perspective of knowledge types and constructs a brand system with four core parts: teaching level, international cooperation, academic achievement, and productivity transformation. Secondly, the mechanism of brand building on multiple stakeholders is explored in the light of ontological, subsidiary, and derivative functions. Finally, according to the life cycle theory, suggestions on the development strategy of the research-oriented university are given as follows. A research-oriented university should find its position, and pay attention to its external image and internal culture construction in its infancy, center on the development of star disciplines in order to form differentiated advantages in the growth period, focus on managing the public opinion orientation and conduct long-term maintenance in the maturity period, and pay attention to brand extension to exert their influence in the transition period. Starting from the research-oriented university, the research, by exploring the brand building system of colleges, enriches the pedagogical theory and sheds light on the brand building of research-oriented university.更多还原