大学品牌研究十年：主题构成与现状述评

摘要

以近十年关于“大学品牌”研究的论著为对象，将大学品牌研究归纳为基本含义、构成要素、竞争价值、战略导向、建设策略及实践经验等方面。同时，对大学品牌建设的必要性及其在各个主题领域的研究状况进行评述。关于大学品牌的研究应在关注不同类型高校的差异性、研究创新性、理论系统性等方面的基础上不断深化。%Based on nearly ten years research on university brands,the research themes could be categorized to the subjects of basic meaning,structure and factors,competitive value,strategy guiding,construction measures,practical experience,and so on.At the same time,the paper reviews the significance of university brands construction and the research status of different themes.The relevant research should be deepened constantly on the basis of the concerns of colleges difference among various types,research innovation,theoretical systematic character,and so on.